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Daniel Law

June 17, 2020

5 Ways To Increase eCommerce Checkout Rate

Many eCommerce brands focus on enhancing the layout and user experience of the front end of their websites. While this improves the internet traffic and pushes site visits further, the customers may experience bottlenecks during the checkout process.

Moreover, an eCommerce checkout process goes beyond other elements of the website in terms of significance — from CTA buttons, product specifications, and other common factors. 

Besides, the reason why 7 out of 10 shopping carts are abandoned is the consumer’s lack of trust in the checkout process. However, there are different ways to increase consumer trust during the checkout process and reduce cart abandonment rate. 

With that, here are 5 ways for getting your eCommerce customers to checkout.

Grab Customer Emails Early

The main goal for capturing your consumer’s email address is to prepare cart abandonment campaigns, aside from email listings for promotions. On average, 78.65% of site visitors would abandon their carts. And by launching cart abandonment campaigns, you could recover 15% of them and seal a sale.

Moreover, there are mailing services for eCommerce, which ties a user’s behaviour to their email. That way, your website will have a fully customised email marketing strategy. 

Pair that with your eCommerce platform, and you can sync real-time data between your website and your personalised email provider. 

Aside from recovering abandoned carts, you can also streamline promotional events and new products to your mailing list. This will give customers early access to flash deals straight to their email and will promote more traffic to your webpage.

Remove Any Checkout Distractions

A long and complicated checkout process is another reason why most eCommerce shoppers leave right before checking out. Hence, to convince your customers to purchase an order, the checkout page should only focus on — well, the checkout page.

One step to optimise the checkout experience is by eliminating the core header and footer on your website’s checkout page. Additionally, replace them with relevant links, such as delivery information and trust signals. This will provide a convenient and reliable experience to first time and repeat customers.

Maintain a Quick and Simple Cart Page

When it comes to basket pages, the key point is to keep layouts as simple as possible. Surveys show that 24% of people cancelled their orders because they couldn’t see the actual total order costs up-front. 

As a solution, summarise the orders in your cart and provide clear instructions to get to the next step. On the other hand, you can also include custom fields such as related products and trust signals. But remove all unnecessary clutter and highlight the call to action links.

Data Validation and Mobile Wallets

Autofill forms and address validation solutions help speed up the checkout process while minimising input errors. Furthermore, web browsers store fill-up form information on user devices, which makes autofill easier for users.

Additionally, you can expand your eCommerce reach by using a service or platform that recognises the client IP address. With that, you can change your store currency to match the bill.

Another way to promote users to checkout is by using online and mobile payment options. By incorporating e-wallet transactions like PayPal together with regular credit card payment, you can alter payment options depending on a client’s location. 

Display Trust Signals Throughout the Checkout Process

Nobody is safe online, that’s why users are most conscious about their security when they reach the checkout page, which is the most sensitive part of an eCommerce website. The anxiety begins when online shoppers reach the credit card form field on a site, as they would be wary of what the security of the site is like.

Therefore, displaying trust signals throughout the buyer journey will help convince consumers that their information is in good hands. Thus, all they have to worry about is not clicking the checkout button. 

Besides, trust signals are something that should be obvious for any eCommerce platform but isn’t always implemented on webpages.

Moreover, we highly recommend displaying the following signals:

  • Customer reviews and store ratings
  • SSL certificate adjacent to the account number field
  • Third-party security validation seals (e.g., Norton, McAfee, GeoTrust, etc.)
  • Transparent customer service and help centre
  • Visible returns and T&Cs links
  • Logos of payment options (and payment certification – e.g. verified by Visa)
  • Other business certifications

Which Trust Seals Should You Use?

Research shows that consumer-facing security brands appeal with more sense of security for surveyed users. These consumer-facing brands include antivirus programs like Norton/Symantec and McAfee, as well as Google and the Better Business Bureau (BBB).

Not only did the trust rating increase by two per cent (2%), but two times (2X) higher in terms of the perceived trust. Moreover, pure SSL providers such as Comodo, GeoTrust, and Thwate scored poorly, mostly because consumers haven’t heard of them.

Final Word

Generally, your eCommerce checkout page is as important as your home page. You could reach out to more users and improve your web traffic, however, you cannot win sales and earn revenue if you cannot lead consumers to convert.

That’s why convenience and trust need to be in synergy — especially in your checkout page. A small pothole or interruption can adversely affect your checkout rate. 

Besides, you should always lend your ears to customer feedback on user experience and leverage relevant metrics to identify weak spots and improve from it. If you’re looking to leverage your eCommerce metrics and translate them into revenue, we can help.

At G Squared, we provide eCommerce web solutions to suit all your eCommerce business needs. Call us today at (02) 9339 4500.

Daniel Law

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