The last page on the customer journey – the checkout page; that is where the magic happens. Your website visitor either becomes a paying customer or adds to your cart abandonment.
Bringing customers to the checkout page is a battle on its own. Most customers are already sitting on the fence whether to buy a product or not by the time they reach the checkout page. In fact, Lemonstand estimates that 70% of customers abandon their e-carts at the checkout page.
Don’t lose the battle by making common mistakes; that eCommerce store owners commit unknowingly. Ignoring mobile responsiveness to taking security lightly, there are several things that you need to bear in mind to craft the perfect checkout page.
This article is a roundup on how to fix your checkout page so that it translates into sales funnel that customers can ease through.
Without any further ado, let’s dig deep into some proven strategies you can give a shot at.
1. Keep it Short & Simple
Try finding something a tiny key on a desk cluttered with papers. Difficult, right? The same goes with checkout pages too. Cluttered pages that ask for too much of non-essential information or those which makes it difficult for the customer to complete the payment are a strict no-no.
They are annoying and a huge turn-off for a customer who is already on the verge of canceling an order. To avoid questions like “How did you hear about us?”, “What is your first school name?”, etc. and head straight to the payment session.
Ask only relevant information like the customer name shipping address, and preferred the mode of payment. Also, try to bring all this on a single page. A single-page checkout or a single-step checkout is a great way to avoid cart abandonment.
Additionally, you might also want to include an auto-fill function that will spare customers from the trouble to enter information that they have already submitted to the website. This information could be their first name and second name, delivery address, choice of packing, etc.
Here is an example of address information being picked auto-filled:
The point is to give them as little as time possible to make them rethink their decision to make a purchase.
2. Offer Every Possible Payment Mode
Most customers prefer paying using their credit cards since it is convenient, secure and the payment is also under their control. However, there exists a minority who will still prefer paying using net banking. Above all, there are others who want to spend using promo codes, digital wallets or gift cards.
With time, even more, innovative payment systems are coming into play. As an eCommerce store owner, you must be ready to accept payments in any mode. That will prevent the 25% of customers who abandon carts because their preferred method of payment is unavailable.
3. Make Them Feel Safe with Security Measures
Remember seeing something like this the last time you made an online purchase?
This also called website trust seals. The indicate this particular page is encrypted by the Certificate Authority.
Encryption means that the data exchanged between the user browser and the eCommerce store’s server will be protected from MITM (Man-In-The-Middle) and other malicous attack. This is a critical to protect confidential information like bank account numbers, credit card numbers, and other personal information of the user. That is why eCommerce website need trusted SSL Certificate.
Currently, many SSL Certificate authority in the market provides different types of SSL certificate. Comodo SSL certificate is one of the most trusted and preferred SSL Certificate authority in the market. Comodo offers various types of SSL Certificate based on requirement. Like Single Domain SSL Certificate, Wildcard SSL Certificate to secure unlimited subdomain hosted under single website & Multi-Domain SAN SSL certificate to secure multiple websites with a single certificate.
eCommerce site can take the advantages of Positive SSL Wildcard Certificate, that secure unlimited subdomains such as login.example.com & checkout.example.com hosted under a website with a single certificate. The primary benefits of Comodo Positive SSL Wildcard are.
- Secure Single Domain and All its Subdomains
- Fast Certificate Issuance
- Mobile & Desktop Compatibility
- Unlimited Server License
- $10,000 USD Warranty
- 256-Bit Encryption & 2048-Bit Key Length
- Comodo Site Seal
4. How will Customers Know?
Apart from the trust badges, SSL certificates provide you a green padlock icon with the HTTPS prefix. HTTPS stands for the secured version of an HTTP page.
These safety signs and indicators are sufficient enough to keep your customers from abandoning their carts easily.
5. Play Color Psychology to Your Advantage
Do you know? The right choice of color on your CTA buttons and checkout pages can turn out to be in your favor?
Here is what some colors can mean:
- Red: A sense of urgency
- Yellow: A sense of cheerfulness, celebration & warmth
- Green:: Positive feeling, (best suited for checkout pages)
Here is how Target uses Red color lavishly on its website to create a sense of urgency:
And here is how Green color influences your mind to take immediate action:
6. Be Mobile-Friendly
This is 2017. 80% of the Internet searches and communication originates and happens through a mobile device. If you store is not properly visible or navigable on a mobile, device you are losing out on a major chunk of the market.
Being mobile-friendly has another advantage too. It helps rank your product pages higher up search results. Google has already rolled out algorithms that give more impetus to mobile-friendly websites.
When making your website mobile-friendly, there are two things to consider. You can have a mobile responsive website or have a mobile app of your own. Since building a mobile app is going to be expensive, it is perhaps more sensible to fine tune your responsive website’s elements for more user interaction.
See how the buttons are evenly spaced and easily visible on mobile screens. This is the kind of user-friendliness that your mobile responsive online store needs to achieve.
eCommerce is not an easy business to be in. it takes a huge amount of effort to make customers pay for your products.
The checkout page being the pivotal point where the magic happens, it is crucial that you pay attention to these factors that can lift your conversion rates for good. Take the checkout page design, security, and mobile responsiveness into consideration for maximum benefit.