You can have a great website but if you don’t pay as much attention to your checkout process, you put yourself at risk of losing a number of customers. Here are mistakes to avoid in your checkout process to reduce shopping cart abandonment.
1. Making it a prerequisite for people to create accounts
According to Helpflow, a company that provides website support services, the first thing an online shopper should be asked to do on any eCommerce store is to choose whether to create an account, use an existing account or checkout as a guest. Most shoppers just checkout as a guest, but making it a prerequisite for people to choose at this step is likely to make you lose a great number of them.
2. Not making your checkout mobile-friendly
More and more people are using their smartphones to browse the internet instead of using personal computers this includes shopping online using their smartphones. Having a checkout page that is optimized for mobile devices is no longer an option, but is instead vital if you don’t want to lose customers. You can expect to see a significant improvement in sales just by creating a fully mobile-friendly checkout process.
3. Not having a satisfactory return policy
You should not make customers second-guess their decision to shop with you. To give the visitor full confidence in your store, make sure your return policy stands out in the checkout process so that buyers can easily see it. Clearly addressing buyers’ main concerns in the checkout process is also very important.
4. Providing limited payment options
Not providing enough payment options may be the reason why your online store has not seen an increase in sales. You can’t only have one payment option, one size does not fit all. Make sure you include the major credit card options such as Visa and Mastercard and don’t forget other third-party payment solutions.
5. Adding extra fees
Throwing in extra fees is another aspect that can cause prospective customers to abandon your site at the checkout process. Shoppers take notice of the price that you have listed on your website and expect to pay that, so when they notice added charges, it may cause them to lose trust in you.
6. Having unnecessary fields on forms
While it’s important to get all the information you need from customers, what is unnecessary is having fields that only take up time and require information that you can do without. To ensure visitors don’t abandon your website at the checkout process you should remove non-payment or non-shipping related questions which customers are likely to find tiresome from the form. You can rather auto-fill the billing information with the shipping details the customer has provided.
7. Avoid a lengthy or confusing checkout process
Having to browse through many products before a customer finds what they want already takes up a lot of their time, therefore, if your checkout involves going through several pages, prospective customers may find that quite tiresome. According to Fresh It Solutions, the ideal checkout process should involve no more than one page to check orders and complete billing and shipping information. Avoid having too many pages and too many steps between dropping things in the cart and finalising a payment.
Now that you know which things can cause you to lose prospective customers in your checkout, inspect your own checkout process and rectify any of these mistakes. It’s a very important aspect for eCommerce success.