5 Ways to Streamline Your Checkout To Boost Conversions
In order to increase conversions and sales, making it as easy as possible for your customers to pay is essential. This is especially true during the very busy holiday shopping months that are basically almost here.
This is why it’s vital for your checkout page to be as fast, and yet still secure, as possible. For people shopping on your website, it’s the last stop. It’s the place where they hand over all their details and eventually part with their hard-earned cash.
On your website, it’s easy to slap a PayPal button on it and call it a day, but if you’re serious about making it easier for your customers to pay and boosting your business sales, you’ll want to have complete control over the entire process.
Here are some ways to help you do just that
Offer a Number of Different Payment Methods
It sounds pretty, but there are plenty of e commerce websites still just offering only one form of payment. However, data highlighted in an infographic from Milo shows that on the checkout page, 56 percent of respondents expect a variety of payment options.
Although providing every possible payment method available is not necessary, nor realistic for that matter, you should take a closer look at your target audience to see which payment methods they use. Ensure those are available and you should be able to boost conversion fast.
For example, Millennials and Gen Z love Venmo and don’t often use PayPal (even though PayPal owns Venmo) Adding Venmo as a checkout option is actually very simple, especially if you already accept PayPal, and, if your target customers skew younger is becoming almost a must.
Don’t Force an Account On People
Do your customers really need another username and password to remember? No, no one does. And why would anyone want to put up a wall like that preventing people from paying.
Forcing people to sign up for an account is just too intrusive for first-time customers, and it’s a major conversion killer.
A usability study by Smashing Magazine found that the main reason users hate setting up an account is they expect to be flooded with promotional emails. It also pointed out that many customers don’t understand why they need to sign up to buy a product when brick and mortar stores don’t require an account to buy from them.
Another big disadvantage is that it adds more fields for people to fill out and prolongs the payment process. To make life easier for potential customers and ensure you get paid follow the lead of the likes of Walmart and Target and let your customers check out as a guest.
Stay on Brand
From a branding perspective, keep everything as consistent as possible in terms of web design. This means using the same colors, fonts, and design on your checkout page as on the rest of your website, so you can raise brand recognition for your business in the minds of consumers from the moment they arrive at your site until after they’ve checked out.
There’s another important reason to stay on brand through checkout too. With all the online scams and horror stories out there, it’s perfectly reasonable for consumers to be skeptical when faced with a checkout page that’s different from the website they were shopping on. Keeping the design consistent at all times, right through checkout solves this potential problem while helping build your brand, so is really the only sensible way to go.
Make Little Mistakes Easy to Fix
It’s a given that people make mistakes when checking out. Sometimes a zip code gets overlooked or someone forgets the “@” in their email address. In any case, your task here is to point out the error and get people to correct it before it causes problems.
Some checkout pages display an error message at the top of the page, but people don’t realize they need to scroll all the way up to find out what went wrong. Ideally, you want an error message to appear in the field in which it occurred and make fixing the problem a matter of a few keystrokes, rather than having to start the process all over again.
Ask for Essential Information Only
Nothing kills a conversion faster than having to fill out a form with information that’s not necessary for making a purchase. And adding a long list of fields to fill out adds more hurdles for people to jump over in order to pay you.
This isn’t the 400m hurdles though; it’s a sprint where you want folks to run through the checkout quickly and smoothly!
What’s more, a report published by Forrester found that 11% of U.S. adults abandoned an online purchase because they either didn’t want to register or the site was asking for too much information. Yes, more information helps market research, but plan on getting it later. Add a newsletter opt in when the customer shares theirs and you can politely gain more demographic information later via email newsletters and purchase receipts.