When it comes to ecommerce, the checkout process is often the make-or-break moment for a customer. It’s the moment when your customer actually decides to spend their hard-earned money on your goods, and if your UX is poor, it could be the final thing that ends up convincing them to click away and head to a competitor.
If the checkout process is much too long, too complicated or too frustrating, customers are likely to abandon their cart and never look back.
That’s why it’s so incredibly important to put a lot of thought into your website’s checkout experience. No one wants to jump through a dozen hoops just to try a new product, so don’t make it too hard on your customers.
What can you do to ensure your checkout is as seamless and easy as possible?
Why Is Optimising Your Checkout Experience Important?
Think about the checkout page as if you were the consumer – adding to your cart is easy! You can add ten new products to your cart without a second thought. However, once you get to the checkout page, things become a bit more worrisome.
This is when you are required to put in your payment information, so things become more ‘real.’ It’s at this point where many people ask themselves, ‘Do I really need that shiny new thing? Am I really willing to spend this money that I worked so hard for?
- Suspicion. It’s all too easy to get scammed online, so many savvy shoppers are always on the lookout for scammers when shopping from sites that are new to them. People won’t hand over their payment information if they don’t trust your site.
- High Unexpected Costs. We all expect some extra fees for shipping and handling, but what if those additional fees are unexpectedly high? Customers won’t want to click ‘confirm purchase’ if they’re paying twice as much as they thought they’d be.
- Too Many Extra Steps. Your customers just want their amazing new goods; they don’t want to spend an hour creating a new account or filling out heaps of new boxes just to click ‘buy’ on the checkout page. If there are too many steps, many people click away.
Smart checkout optimisation can help you in all three of these areas. Design tips to increase conversions Easy checkout will encourage more people to buy and more people to come back for more.
Smart UX Design Tips To Turn Prospective Buyers Into Happy Customers
What can you do to create a quick and easy ecommerce checkout experience? Think about the following:
- Keep It Simple. The checkout process should be simple. The fewer steps or pages there are, the less likely customers are to get lost or confused. People don’t want to waste all of their time on the checkout process; they just want to have fun shopping.
The more time they spend at the checkout page, the more time they have to decide that they don’t want your goods anymore. Make your checkout as simple as possible to ensure people stick around.
- Use Clear And Concise Language. The checkout process should be easy to understand. Customers are giving you their money; they should never be worried about how much money they’re spending or what they’ll get out of the deal they’re trying to make.
Use clear and concise language as much as possible, and avoid using business jargon or technical terms that not everyone understands. If you absolutely must use complicated language, be sure to explain it as well as you can without droning on.
- Use Colourful Visual Cues. Visual cues can help customers to understand the checkout process and to make sure that they’re entering the correct information. Using just plain text can make things harder to understand or could bore people.
For example, you can use smart colour coding to indicate which fields are required, and you can use convenient progress bars to show customers how far along they are.
Consider adding things like ‘step 1 of 3’ alongside a visual progress bar so that people can clearly see that the end is near and they’re closer to ordering their anticipated new item. It’s no fun to think you’re finished with something only to be hit with yet another form regarding your shipping information.
Additionally, sites frequently use bold colours like red to indicate missed fields that need to be filled or boxes that are required for the payment to be completed. Neglecting to use colours can make certain things easy to miss.
- Offer Multiple Payment Options. Not everyone wants to have to pay with a credit card, and not everyone uses the same payment type. Try to offer multiple payment options, such as PayPal, bank transfer or cash on delivery.
This makes everything easier for people because they can simply select the option that’s right for them at the moment.
- Make It Easy To Contact Your Customer Support Team. If something goes awry during the checkout process, shoppers should be able to contact customer support easily. Ensure that your company’s contact information is prominently displayed and that your customer support team is responsive and ready to help.
Some customers might hit a snag and immediately leave, but others could give you a chance by contacting you. Make sure you offer excellent help to get them to continue with their purchase!
How You Can Ensure Your Ecommerce Site’s Checkout Experience Is Straightforward And Easy
It’s not enough to understand how a checkout experience can be improved; you must know whom to go to to make these changes a reality. Luckily, the answer to that vital question is easy – just speak to us at Kiwi Website Design.
We’re prepared to offer you a range of exceptional services, including fantastic website design! We’ve helped countless New Zealand companies and businesses in Auckland, and we’d love to help you, too.
Give us a buzz at 0800 932 669 or visit our website to reach our dedicated team.
Turn potential buyers into first-time customers and first-time customers into loyal shoppers who always come back for more with Kiwi Website Design.