You could have the most fantastic E-Commerce website in the universe, but if your checkout page is less than stellar, you risk losing a customer had the very final step. A customer who has decided to add a product to their basket and who is hovering over the purchase button, is not one you want to scare away with a poorly optimised checkout system.
I’m going to run through the top five things that every E-Commerce store owner should have at their checkout to maximise their results.
1. One step checkout
Limiting the number of steps in your checkout is a great way to increase the number of purchases in your store. Traditionally the checkout process on an E-Commerce store can be 4+ steps, with the worst offenders being up to 10 steps before a purchase is completed. Utilising a one-step checkout option will allow your customer to fill in all of their details on a single page, before completing their purchase.
Guest checkout
People are used to getting what they want quickly these days, and that applies to checkouts too. Consider including an option for guest checkouts for the people who don’t want to waste time making an account. For some, a requirement to create an account will have them clicking away to another website. Some customers prefer not to share their information, but still want to make a purchase, so a guest checkout is a perfect option for them.
We have had plenty of success testing and trialing the one-step checkout with our clients and the results have been overwhelmingly positive.
2. Customer reviews
Customer reviews are one of the most important pieces of information that a customer looks at when they are considering a purchase, so make sure you have them front and centre on your checkout page. You can do this by adding star ratings, as well as customer testimonials, to your page.
This will help to ease the minds of any potential customers who are on the fence about making a purchase, as they will be able to see that other people have had a positive experience with your store. They also add credibility to your business.
Asking for reviews is a great way to get more of them, as customers are more likely to leave a review if they are asked to. You can use an email campaign or even a pop-up on your checkout page, asking customers to leave a review after they have made a purchase. Studies have shown that 84% of consumers trust online reviews as much as personal recommendations. This means that if you have good online reviews, you’re seen as more trustworthy than businesses that don’t
Our customer reviews service offering can take the hassle out of getting customer reviews for your business.
3. Payment methods
It’s a great idea to provide a variety of payment options for your customers to use. Some prefer to use their credit cards, while others prefer the no fuss security of using PayPal. If possible, try to include a selection of payment methods for ease of checkout.
You can also offer a discount for customers who use a specific payment method, as an incentive to use that method. This will help to increase the number of sales you make through your checkout page.
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