However, we design e-commerce store with set targets of conversion and subsequent loyalty. During entire conversion funnel perhaps the checkout step is the most vulnerable one as per the recent surveys on the experiences of major e-commerce players.
Despite the complete implementation of all modern e-commerce designing and programming standards, we observe higher abandon rate during checkout process. Therefore, today I would like to discuss one or two important things on this topic with you. Therefore, as an e-store designer, you can use UI elements like texts, icons, and symbols effectively in order to overcome all possible apprehensions and objections, which are coming into the way of user journey without overwhelming them.
In due course, you can take following effective actions:
Simply coding security features and testing them with desire success are not enough measure to assure your end user that they are safe and secure when they go with your e-store. You need to show that, not once, but repeatedly. Therefore, assure your users that their personal and sensitive data are safe with you and you are neither going to misuse it nor let others to do the same.
Thus, obtaining security certificates from reputed authorities and displaying them on checkout pages are important. Security icons and technical brief of security measures are also making some differences.
Be Accurate & Transparent
Ambiguity in pricing and billing may create doubts in the mind of your shoppers therefore, offer shipping and tax calculators or calculation prior to final figure of payment so your users will know that what they have to bear at the end of shopping or when the final product arrives at their door step. Never try to use word jargon in the pricing statements of your product or services, instead go straightforward
Provide Ample Payment Options
Today we have multiple payment options and tons of payment methods so implementing or integrating in our e-commerce shop is not feasible at all. Therefore, you need to run a survey before integrating payment gateways that which are popular among the areas of your targeted audience and only integrate them along with the most popular universal payment gateways and payment methods.
Think About Persistent Shopping Cart with Personalization
Do you think that all users select the product/s and add them in their shopping cart and go for checkout page in a linear manner or ever finish checkout with first visit. In practice this is not so, therefore, I would like to advise you to create a persistent shopping cart so if your users randomly go to other pages or accidently or intentionally leave website they will find their selected items in their carts again and feel sigh of relief as they don’t have to repeat entire process again.
Offer Smooth and Better User Experiences during Checkout Process
There are many miscellaneous things, which can spoil good user experiences during checkout process such as:
Compel To Do Lots of Typing: yes, we are asking too much information and unnecessary repetitions in form of form filling like addresses for shipping, billing, home, office, etc. though they are same. Thus, using pre-filling or storing functionality may help you out.
Obscure Labels: we confuse our shopper by missing marking that which fields are mandatory and which are optional. Similarly, we show input labels inside the input field and which are gone as soon as users start typing or pasting the information so make form field labels visible all the time
Absence of FAQ: our shoppers come with some problems so they need its solutions before making final decisions. Therefore, you have to offer instant help and guidance in form of FAQ or real-time guidance through modern tools like on curser tips, pop-ups, icons (with ? mark or ! mark), etc.