Are You Making These E-commerce Checkout Mistakes?
We’ve all experienced visiting a website and going through their products, but then end up leaving the site after we were faced with the checkout page. Some e-commerce websites just don’t provide a smooth and easy shopping experience for their customers.
You don’t want this to happen to your business.
Aside from ensuring you have the best products and your website has a great design, you should also ensure that you have what’s needed to make the last part of the sales transaction go smoothly.
How do you do it? Take note of these things that you need to avoid on your e-commerce checkout.
1. Requiring people to create an account
One of the biggest mistakes online shops commit is requiring buyers to register an account before they can complete the purchase.
When you ask people to create an account on your website this means they would need to fill multiple fields to key in basic account information and it may even mean them having to confirm their email to complete the setup. All these steps may be factors that will drive away potential customers from purchasing a product from your website.
Most customers want to get their online shopping experience to be quick and easy. Forcing them to create an account would take up time and they may decide to leave your site. Asking them to login to their email to verify their email would also be a distraction.
Make sure that you have the option for customers to buy from your online store as a ‘guest’ and set this as the default.
2. Having unnecessary fields on forms
Upon checkout, people would still need to fill up forms even if they are not asked to create an account for their purchase. This is necessary to get all the important information from your customer. What is unnecessary, however, is having fields that will only take up time and fields that people can honestly do without.
To ensure that your customers don’t find filling up forms on your website tiresome you should remove non-payment or non-shipping related questions from the form. You can also auto-fill the city and country by asking for the postal code first, and auto-fill the billing information with the shipping information the customer provided.
3. Checkout flow not optimized for mobile devices
As most people increasingly prefer mobile devices to browse the Internet and purchase something online, you should make sure your checkout flow is also optimized for mobile. If your website, most especially your checkout page, is not optimized you will risk driving away customers. And you don’t want to miss out on this market as mobile shopping is taking up a large percentage of sales for e-commerce retailers.
Make sure that your online store is formatted for mobile phones and tablets so people don’t get frustrated going through your checkout process and they have a painless shopping experience from your website.
4. Long or confusing checkout process
Not all checkout pages are created equal. Some are very easy to complete while some can be difficult to go through. You need to make sure that your e-commerce checkout page is not the latter.
All the time people spend on browsing and picking products to purchase will go to waste if they find your checkout process long and confusing. Especially if your checkout involves going to multiple pages, potential customers will get tired going through all that. What will happen is people will abandon your website even if they were minutes away from making a purchase.
The ideal checkout process involves one page to check orders and fill in billing and shipping information. Don’t put in too many pages and also have too many steps between putting things in the cart and making a payment.
5. Having limited payment options
Do you only have one available payment option? You might want to think this through. The more options available for your customers the more chances they will make the purchase and complete the checkout process. Make sure you cover the major credit card options like Visa, MasterCard and AmEx. Don’t forget PayPal and other third party methods.
If however you can only offer limited options, you need to be transparent about the payment solutions that you don’t accept. Put in mind though that limiting the payment options offered on your e-commerce site would mean limiting the number of customers for your business.
If you’re still building your e-commerce site, you need to be wary of these the five things listed above. By avoiding these mistakes, you can help make your e-commerce checkout process easier for your customers so nothing can hinder them from making that purchase.
If however your site is already set up and you’ve found some of these already existing in your site, then you should immediately rectify the problem. You can also get a shopping cart and checkout analysis from WebGrow so you can get expert advice on how to fix your e-commerce checkout.