The checkout process is the backbone of any eCommerce website or mobile app because up to some extent, the revenue depends on how best the checkout process has been developed to make it easier for customers to pay & buy online.
Below are 5 serious checkout mistakes which you must avoid in order to increase your online sales.
#1 Too Much Information
OK, so your eCommerce website looks great because your web designer did a great job. Excellent! Customers will definitely spend time on your e-store and add products to their cart. But what after that? Are you asking for too much information on the checkout page? Check again.
If you are really asking for too much information (personal, billing, and shipping) on the checkout page, then it’s most likely that you are going to have a huge list of abandoned orders (orders that were not paid).
I personally buy a lot from different eCommerce websites and I really get annoyed when I am required to input a lot of information in order to buy a single product.
In most cases, I realize that there is no such need to ask customers for so much information however for a few websites I really feel, it’s mandatory.
If the nature of your products or business is such that you really need several inputs from your customers, it would be a good idea to split the huge form into 3 or 4 steps so that it’s convenient for the users to fill them instead of showing them a lengthy form.
Also, you must indicate clearly to your customers how many steps there are and on which step they are currently.
#2 Complicated Password Retrieval
Most eCommerce websites & mobile apps don’t have an easy password retrieval process. We must not forget that customers really don’t bother to remember passwords or security questions to buy a few products. People tend to remember passwords or pin only for critical websites like online banking etc.
So, you must have an easy-to-retrieve process for passwords so that with just a single click, they must be able to receive an email with their current password.
#3 Wrong Responsive Version
Having a responsive web design is a different thing but having a user-friendly responsive design is other. Usually, most eCommerce websites would show everything on their responsive version without thinking about the ease of the customers.
While developing a responsive version of an eCommerce website, eCommerce web designers must be instructed to display only important blocks/elements of the checkout page so that it’s easier for the customers to fill in the information.
For eg., there is no need to show advertising banners, blogs, articles, or special products on the checkout page of the mobile version.
It’s really possible for web designers to exclude unnecessary elements from the mobile version.
#4 Force to Register
Do you really think, as a customer, you would like to signup with an eCommerce website to buy your mobile phone cover? Really not. Still, there are many eCommerce websites or mobile apps that force you to signup in order to complete your order, which I feel is a big reason for abandoned orders.
Depending upon the nature of the business or products, you must decide whether it’s important to force your customers to signup or if providing them with the option to guest checkout will suffice.
If there is really no need for you to have them registered with your website, forget about it because the ultimate objective of every eCommerce business is to grow its sales & revenue.
#5 No Clear Information On Cart Status
Have you come across an online store to which you added a product to the cart but didn’t get to see any notification or alert that the desired product has been added to your cart? I have noticed on many eCommerce websites that they won’t provide clear information on the cart update status.
There must be a visible and prominent notification whenever there are any changes in the cart ( be it add to cart, quantity modification, product deletion, or size change).
In other words, there should be no guesswork left out for the customers which could surprise them on the final payment page.
When you run an online store, you must take care of the user experience on your website. A successful eCommerce website should be developed and designed for making the buying process easier for customers. Following the above 5 practices, I am sure you will definitely see improvements in the bounce rate & the sales figure on your eCommerce store.