How To Optimize Checkouts
An often forgotten ingredient to a successful sales journey is the checkout process. All too often, businesses focus on optimizing their product pages, stocking the highest quality products, and improving their marketing efforts, but leaving it to all fall flat when the customer reaches the checkout page.
This impacts not only the business’s conversion rate, but, ultimately, the revenue the business makes. So, not having an optimized checkout process can be a costly mistake.
But how do you optimize your checkout process? This post looks at how you can optimize yours and prevent losing customers at the last stage of their sales journey.
Have an Intelligent Checkout Form Design
When buying online, customers want a seamless process from ordering, right through to the payment. They want something that’ll save them time, is easy, and convenient. Any less will cause friction and lead to lost sales.
For this reason, it’s vital to have an intelligent checkout form. This means that the form checks for errors in real-time before letting customers reach the end of the form. Also, use descriptive language to make the instructions clear, and enable auto fill on some of the field to make the process as efficient as possible. Remember, when customers click “pay” they want confirmation that their order has been placed. They don’t want to go back to fix errors that the form could’ve pointed out.
Yet, despite this, many businesses are failing to implement this. According to a Stripe study, almost half of the surveyed retailers didn’t verify the card type, 31% of companies let the customer submit the form with an expired card number.
Optimize It for Mobile
Although more than 50% of e-commerce traffic comes from mobile devices, carts are abandoned at more than twice the rate for desktop. This is simply because checkout processes are not optimized for mobile.
For one, provide a numeric keypad when it’s necessary to fill in a credit card number and make sure that the screen adjusts to the size of the mobile device.
Also, because customer expectations differ on mobile compared to the desktop, it’s necessary to incorporate mobile wallets, like Apple Pay or Google Pay as part of the payment solutions on mobile. In fact, it’s faster than filling in credit card details and 39% of customers prefer to use Apple Pay over card payments.
Make It Local
It’s always recommended to translate the checkout into the language of the customer. Sure, it isn’t that important if your only focusing on your local market, but to open your store up to truly global sales, this is vital. If you don’t, you might be losing out on all the customers of a specific country.
Likewise, it’s crucial that you offer the preferred payment methods by location. So, for example, customers in the UK may prefer paying by credit card, while customers in Italy may prefer paying with mobile wallets. Logically, then, if you only offer credit cards as a payment method, you reduce your market by a lot.
As you can imagine, to deliver a truly create and exceptional shopping experience, requires that your checkout form be perfectly optimized. By following these tips, you’ll be able to deliver this and, in turn, up your conversion rate and your revenue.
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