There are many reasons for shopping cart abandonment. Even the most minimum of checkout pages has 4 steps – Shopping cart confirmation, Shipping information, Payment and Order confirmation. Of course, you want to get the user’s information for future marketing purposes, you want a registration page too, but that can be left out of the checkout process.
Even so there are some basic principles that these sections should follow to avoid shopping cart abandonment and for better impact.
Simpler, the better
The decision is made, the visitor has become an almost-customer. The job is to now not let them go away. Keeping all sections clutter-free and simple will keep the customer from confusion and distraction.
One page checkout
It is better to break down the four steps of ‘checking out’ into sections on one page rather than going to a new page for every step. The step that the visitor is currently on can be expanded while the others are collapsed to keep the focus on information is needed in the current step.
Color, tone, aesthetics
The checkout page design should be in sync with the design elements of the entire site. Any drastic change from what the visitor has been used to thus far will disorient them. They have only so much time, you cannot have them check and double check if they are on the correct site.
Big call-to-action buttons
Staying within the design elements mentioned above, take your visitor’s attention to the next step by highlighting the next call-to-action button. The button itself should be big, the words on the button in a huge font and a lot of white space around the button.
Clickable progress bar
A progress bar that stays at the top of the page through all the checkout stages keeps the visitor oriented to how much more they have to go before they are done.
Active back button
Many eCommerce sites disable the back button to lock the visitor in. This is very frustrating from a user point of view because sometimes, you change your mind. The truth is that if the customer has come so far, it is better to not frustrate them rather than try to tie them in where they will end up closing the browser tab. In addition, the information provided thus far should be saved, so that the visitor doesn’t have to re-enter the information.
Real-time support
Consider having real-time chat/phone support instead of having the visitor look for FAQ. Sure, it is expensive but it will keep your visitors on their track for the purchase instead of the frustration to look for answers.
Subtle ‘related products’
While this is against the de-clutter mentioned in the first point above, it is a great way to make some additional sale. A customer is most likely going to be thankful if you reminded them that they could use a phone cover when they are to buy a mobile phone. However, keep it subtle and keep the number of related products to a minimum, not more than three for sure.
Having taken care of these pointers that apply to all sections, there are some specific things that need to be addressed in each of the sections.
‘Shopping Cart Confirmation’
No out-of-stock items: Whether or not an item is out-of-stock should be highlighted in the product page itself. This is absolutely imperative.
Check shipping pin code: Again, whether or not you deliver to the visitor’s shipping address should be checked at the product page itself.
Table of ordered items: The information on all the items in the order should be crystal clear. The said table should clearly mention the quantity, colour, size, price, other product specifications.
Product Image: A clear product image helps to confirm one last time before hitting the “Make payment” button.
Allow changes: Like the ‘back’ button, allow the visitor to change the quantity, colour and size of the items. Also, make it easy for them to remove an item from the list. This is a feature a visitor will appreciate. People who are not allowed to change/remove the order are less likely to come back for other purchases compared to those who know they have the flexibility. Allow the ability to ‘save for later’ too.
Gift wrap options: If you allow gift wrap, present that option in the table of ordered items itself.
‘Shipping Information’
Do not ask for the same information twice: Can there be anything more annoying than entering your address twice? Auto-fill the shipping address and ask if they’d like to change it.
Shipping times: Do mention when a standard delivery is expected and provide options to expedite the shipping.
‘Payment’
Show break-up of total price clearly: Item-wise break-up when more than one item has been ordered and delivery charges, taxes, etc if applicable, should be clearly marked.
Maximum payment options: The more the number of methods available to the customer, the better it is. Do not forget to add options for Paypal and other non-debit/credit card options. Check if you can allow the use of reward points. Have logos of all payment options, so the user can quickly see their choice. Provide cash on delivery option, if possible too.
Reassure security: Mention clearly the security precautions you have taken so that the payment information will not be misused.
Final confirmation: Before they make the payment, give the visitors one last time to check if everything looks alright. It might not be a bad idea to repeat the “Table of ordered items” here.
‘Order Confirmation’
Once the payment is made, the page that the visitor lands on should have the following information:
– order number to be used for queries
– delivery date
– order tracking options
– encourage social media sharing
– process for cancelling and/or returning items
– what is to be expected next? For example, E-mails/SMSs from you confirming the order and providing status of order.
Now is your chance to have the visitor give you feedback or register with you. The registration form like any form should be simple and ask for minimum information. Make sure the login page takes the customer back to the page they came from once the registration is done.
Also, do remember your mobile users. More and more purchases are moving to mobile phones. Make all these sections mobile compatible. Pay special attention to payment security.
With all these tips under your belt, now facilitate your visitor’s decision to make the purchase. The list might be long, but it is actually quite intuitive. You want it painless, simple and quick.
