Checkout pages are the final step in completing the transaction of an online purchase. After browsing online site catalog and choosing product, customers are prompted towards the checkout page which dictates whether they will purchase the product or not.
Unfortunately many sites nowadays face a fast growing problem of shopping cart abandonment. Even after the customer has chosen to purchase product and goes through the hassle of browsing it and proceeding towards checkout page, they abandon it in the last minute.
Not only does cart abandonment cause loss to revenue and site statistics (conversions, leads, visitors), it also hurts their reputation and visitors are less likely to return to the same site. Roughly 60 percent customers end up abandoning cart on everyday sites.
Why Do Customers Abandon Checkout Page?
The reasons why customers abandon cart at the last possible point is not because they change their mind about buying product. They are simply put off by the checkout page of the site, which is the core aspect that dictates customer behavior.
Badly optimized sites combined with redundant approaches towards checkouts such as multistep and non-A/B Tested solutions are the reasons many sites fail to deliver according to expectations.
30 percent customers immediately abandon cart if it is non-optimized. They are most likely never to return to the site either. This puts enormous strain to develop checkout pages in a manner which is acceptable for customers and generates profits for online businesses.
Following are some of the main reasons which cause cart abandonment and how to avoid them to create improved business models that promise revenue return:
The 7 Don’ts Of Checkout Pages
There are many repetitive mistakes that even large scale online businesses make which hurts their operations. By avoiding these issues, you can be guaranteed to create a checkout page which will be equally profitable and appealing to the customer.
1. No Quick Checkout In Place
Problem: Don’t lose customers with Multistep Checkout pages. Not only are they outdated models that are not designed to serve modern customers with technological background but take too much time to fill and are not suited for efficient, speedy checkouts. They are both time consuming and too intrusive about customer information as they incorporate too many fields.
Solution: Instead, choose a more streamlined model such as the One Page Checkout PrestaShop Module (available for PS 1.5 and 1.6) which simply adds all necessary fields on one page. Customer does not have to go through the hassle of many checkout pages, which greatly increases the level of their shopping experience.
Time delays are eliminated, information is presented and taken in concise manner and customer goes through the process faster instead of having second thoughts. Studies revealed 73 percent customer were likely to return to the same site to purchase products of they had a positive experience.
2. Fields, Fields And More Fields……
Problem: There are 3 address fields, 2 phone numbers, 2 family and friends and a lot more fields which simply don’t make sense. This is the basic format of checkout pages that are developed on non-optimized sites that still adhere to the old school formats of marketing.
Not only are these formats completely depressing but one look at them gets the customer running away, completely defeating the purpose of the whole site. Excessive and unnecessary fields take too much time to fill, customers are likely to fill in the wrong information and if they do so and the site prompts them to refill, they will simply abandon site.
Solution: Cut through the outmoded models and opt for lighter, more agile forms such as Quick checkout module which has built-in features which not only allow field customization, placement and numbering but allows creation of completely new fields which serve as great replacements for multiple fields. Reviews have proven that One Step Checkout can boost conversion rates by over a 70 percent and draw positive attention towards online site.
3. Cliché Words Hurt
Problem: Words are stronger than weapons, if they aren’t themselves the strongest ones. And their effect is felt just as forcefully. Avoid using cliché words such as Continue, come again and back. They cause misinterpretation which confuses customer and in all that chaos they are 57 percent more likely to result in shopping cart abandonment.
Solution: Don’t shy away from using strong words other than single words. Use words such as Check out, Back to home page, Continue with purchase. These are solid words whose meaning is well understood by any kind of audience; hence customers are not confused by them. Fast Checkout module allows even these words to be customized, hence it is an incredibly versatile platform.
4. No Reassurances Of Data Protection
Problem: Sites often fail to give their customers data protection or if they do so, they end up encrypting in ways which cause the site to be slowed down which reduces performance. Customers are 41 percent less likely to purchase on a site which does not promise protection of sensitive data.
Solution: Implement basic security levels and site encryptions. It is the duty of online site to protect private user data. To gain trust, show some credentials and certificates from external management and testing authorities that the site has been tested and can protect data from cyber criminals.
5. Account Creation
Problem: One of the biggest problems that many users face and are frustrated about is the creation of a separate, online account on the site to continue with their purchase. An overwhelming 83 percent customers said that they were irritated when a site asked them to create account and ended up abandoning checkout.
Solution: The key to solving this issue is actually quite simple: simply use the existing information the client gives to complete sales. It is more than enough to both purchase on behalf of customer, bill them and send to address. If an account is necessary, simply create a field on checkout page to enter any social media address. One Step Checkout works beautifully in this manner by linking account with purchase, eliminating worries of checkout procedures.
6. No Clear Indications Of Credit Card Expiration Dates
Problem: Customers are unaware of in-depth knowledge regarding social security and credit card PINs, which makes slight modification in entering formats on sites a tricky question.
Solution: Avoid changing formats altogether. Enter in the fields to ask customer what company their credit card or such information is related to. Program the field as per that companies requirements and optimize the entering format to suit whichever way they have chosen to follow.
7. Too Many Columns And Rows
Problem: Many checkouts squeeze in too much information in one single page with multiple columns and rows. This cause great confusion and the haphazard placement of fields frustrates customer.
Solution: Don’t jumble up your checkout page, keep it neat. Simply put in one column and keep it easy for customers. Quick checkout does exactly that and allows complete control over page layout without changing functionality.
Choose Optimized Quick Checkout
Instead of optimizing, repairing and creating all the solutions on your own, choose a predefined checkout module such as PrestaShop One Page Checkout which solves all the problems with built in solutions.
Not only is it an effective way to curb unoptimized, inefficient checkout pages, it saves a lot of time by offering solutions from back-end which can be used easily.