10 Checkout Process Optimisation Tips for eCommerce Success

The checkout process is the most critical stage in the eCommerce buyer journey. It’s where conversions happen, or don’t. Online shoppers often experience frustration, impatience, and even anger when completing an online transaction. According to a study by Baymard Institute, the average cart abandonment rate is a staggering 69.99%. So, why are so many customers abandoning their carts despite having clear purchase intent? In this article, we’ll be exploring the best strategies for successful checkout process optimisation.

Person in a black suit typing on a computer and holding a bank card

Reasons for Cart Abandonment

Baymard Institute’s research revealed several key reasons for cart abandonment:
• Unexpected costs
• Complicated checkout processes
• Mandatory account creation
• Concerns about payment security
Therefore, to help you reduce cart abandonment and boost conversions, we’ve compiled 10 essential checkout process optimisation tips.

A small shopping cart hanging on a finger

Mobile-Friendly Design

With 51% of online shoppers making purchases via mobile devices, ensuring cross-device compatibility is crucial. Optimise your checkout process for mobile by using larger buttons, readable text fields, and a responsive design that adjusts to different screen sizes and orientations. Always test your checkout process on various devices before launching.

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Guest & Social Login Checkout

Avoid forcing customers to create an account. Instead, offer guest checkout and social login options. This reduces friction and speeds up the checkout process, catering to customers’ desire for a quick and hassle-free experience.

A person holding an iPhone showing social media icons on screen

Minimise Steps & Fields

A minimalist approach to your checkout process is essential. Reduce the number of steps and fields to minimise friction and significantly enhance user satisfaction. Implement features like clean design, intuitive UX, Google auto-address, and 1-click checkout to streamline the process.
• Clean Design & Intuitive UX: Keep your checkout page straightforward and free of clutter. A sleek design with plenty of white space ensures clarity and focus.
• Google Auto-Address: Google auto-complete speeds up address entry and reduces errors, making the checkout process more efficient.
• 1-Click Checkout: Enable 1-click checkout to save customers’ details for future purchases, making repeat transactions quick and effortless.

A person using a wireless computer mouse

Clear and Adjustable Basket

Ensure that customers can easily view and adjust their cart contents. Include product images, names, prices, as well as quantities. A pop-out basket allows for real-time updates, helping customers make informed decisions before completing their purchase.

A silver shopping cart on a pink surface with a laptop and bank cards

Eliminate Surprise Costs

Transparency is key. Display all costs upfront, including shipping and service charges, to avoid unpleasant surprises that lead to cart abandonment. Communicate these costs early in the process.

A close up of a grey bank card on a dark surface

Offer Multiple Payment Methods

Accommodate various payment preferences by offering multiple options such as:
• Credit and debit cards (Visa, MasterCard, American Express)
• Digital wallets (Google Pay, Apple Pay, PayPal, Venmo, Amazon Pay)
• Buy now, pay later services (Klarna, Afterpay, Shop Pay)

Showcase Credibility with Trust Badges and Reviews

Build trust with security badges, accepted payment method logos, money-back guarantees, and also third-party endorsements. Ensure your site has an SSL certificate to secure data transmission.

Use Progress Indicators

Break the checkout process into smaller steps with progress indicators. This makes the process feel more manageable and also less overwhelming for customers.

A woman sitting and focusing on a computer screen

Offer Free Shipping

Free shipping is a powerful incentive. Consider offering it to boost conversions and average order value. Furthermore, use progress bars to show customers how much more they need to spend to qualify for free shipping

A person handing over parcels to another person

Create a Sense of Urgency & Scarcity

Encourage prompt purchases by highlighting limited-time offers and low stock warnings, as well as countdown timers. Phrases like “Limited time offer!” or “Only 2 items left in stock!” can drive urgency significantly.

• Handling Cart Abandonment: Even with optimised checkouts, some customers will abandon their carts. Therefore, you should implement these tactics to recover lost sales:
• Follow-Up Emails: Send tailored follow-up emails with personalised discount codes to remind customers of their abandoned items
• Auto-Save Cart Contents: Ensure that customers’ cart contents are saved for future visits, making it easier for them to complete their purchase later.

For support in implementing these checkout process optimisation tips, get in touch with our eCommerce team.

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