10 Ways to Design eCommerce Checkout Page for Higher Conversions
One of the ultimate litmus tests to analyze how well an eCommerce website is performing is by calculating the total number of people who get to your checkout page vs. those who actually complete a purchase. Since this aspect is among the most crucial ones for any online business, it is a given that the checkout page of your eCommerce website needs to be well-designed and meticulously executed.
To ensure that the buyer’s journey is flawless and smooth to the very last step, it is imperative to have a checkout process and page that gives them an effortless shopping experience. Did you know that almost 70% of checkouts are abandoned even if a customer has managed to come till the last page? Having said that, it is crucial to identify those elements that will help you design a checkout page to wow your customers!
In this blog, we will talk about some of those vital features and best practices that can help you build a solid and high-converting checkout page:
1. Cart Summary:
Showing cart summary on checkout is very important. This makes the user comfortable in taking the next step; Whatever doubts they may have regarding the contents of their cart can be verified here without moving ahead. The main question that arises here is what information we should have in the summary and where to place it, so that it is unintrusive to the whole process.
Placement: Most preferred placement for the cart summary is on the right side of the page. This will ensure that it is not distracting the consumer or spoiling their overall experience. It should certainly be placed above-the-fold, so that it will be visible as soon as the customers reach the page. In the case of mobile view, it should be placed on the bottom. There should be a sticky icon for the cart, that should ideally open as a pop-up whenever the customer wants to view the summary.
The following details should be provided as a part of the cart summary:
- Item Details: Product thumbnail image, Product title, Variant info (Color, size, material, etc), Quantity, Price along with discount that should ideally be shown as a slash price
- Total Items & Quantity of each
- Cart Subtotal (Excluding cart level charges & discounts)
- Shipping charges (Even if free shipping is provided, this header should be shown separately)
- Taxes (If applicable)
- Cart level discount (Coupon/s applied, automatic offers, etc)
- Cart Total
- Total Savings: Towards the end, we should also inform the customers of their savings on the order. The total savings are a sum total of item level discounts, cart level discount, shipping charges, coupon codes, etc. This becomes crucial especially if you are targeting discount-driven consumers, and when discounts are a part of your marketing strategy.
2. Type of Access:
- Guest Checkout: Guest checkout is a good option from the user’s perspective, as they do not feel the extra burden of creating an account. They will anyway provide all the details required as they are placing the order. In such cases, we can provide the option of creating the account to the customer after the order is placed.
- Social Login: Social login is a faster way to get users to login to their account. Along with getting you the access to the customer’s social media profile, it also makes the whole process a lot smoother for the actual user. Once they login using their social media, the account works normally as a regular logged-in user for the rest of the session.
- OTP Login: OTP (One Time Password/Access Code), via email or mobile is one of the best ways to login. In such a case, users do not need to take the pains of remembering the password. It also leads to the added advantage of higher security. Once customers complete the login using access code, their account works normally as a logged-in user for the rest of the session.
- Login Password: The most common and one of the oldest ways to login is through username and password. Instead of making the users go through the hassle of creating a separate username, their email or mobile number should suffice as the username. A separate username is essentially one more piece of information for the user to remember.
3. Benefits of Access:
If the user logs in during or before the checkout, the whole journey after that becomes very smooth and can be personalized. Hence, as an eCommerce owner, you should always make it easy for the user to create an account and login to the same. The major benefit of checking out as a logged in user is as follows:
- Address Book: Previously used addresses will be automatically saved in the address book and users can just select one of those and move on instead of typing the full address, which is a very cumbersome activity.
- Shipping Method: You can select the most preferred shipping method for the user based on their transaction history to reduce one step. In such cases, an option to change the same should be given prominently.
- Payment Method: Similar to shipping method, payment method can also be default selected based on the customer’s transaction history. In case we are saving the customer’s credit or debit card information, we can make them pay without entering much of the card details. This will make the whole ordering process fast and friction less.
- One Click Order: We can provide one click order to the user by selecting the default shipping address, shipping method, payment method and credit card. In this way, the user will just have to confirm everything and complete the order. The checkout process can be completed in less than 10 seconds in such a case.
4. Shipping Details:
A good idea is to divide the complete address into smaller sections, rather than giving one big box for the same. While asking the customer to fill in the shipping details, make sure that the checkout page is only asking for information that is crucial to ensure that the product reaches them easily. The most vital pieces of information include:
- Address Line 1/Flat No, Society
- Address Line 2/Area, Locality
- Country (If we serve internationally, otherwise this should be detected automatically from the address)
- Zip Code/ Postal Code
- Address Type (Home, Office)
Following are some best practices that we recommend you to implement:
- You should provide a placeholder for each box (Address Line 1, City, State, etc.) to make it clear to the user as to what they are supposed to enter in each field. You need to be very careful about the cultural aspect and business practices of the geography, if selling internationally. For example: a ‘Zip Code’ is used in the USA, while ‘Pin Code’ is the term used in India. Hence, business cultural practices should be kept in mind to make the terms clear to the users in the specific country they are accessing the website from.
- You can put the Zip Code after the address line, or even before that. In this way, you can fill the city and state automatically. This is very important if you are selling in only one country.
- You should also provide an auto fill option for the address lines. This can be done by integrating APIs such as Google Maps.
- Along with the autofill feature, you should also let users make modifications to the address fields. Sometimes, the exact address may not be picked up by the map APIs and some nearby address may come instead. Providing the option to modify will allow users to select the accurate address and make small changes like Flat Number/Building Number, etc.
- You should also put a check on the correctness of the Zip Code, especially in the case of a single country.
5. Coupons/ Promo Codes:
- Goes without saying that most customers love coupons that offer them discounts; which is why if you are offering any coupons, a good practice will be to allow the customers to apply it by simply clicking on it. In order to do so, display all the valid coupons and codes within the final checkout page at one place.
- If there are some perks and coupons that people get for signing up to your eCommerce site, make sure those are automatically applied at the time of checkout and alos, notify your users of the same once applied.
- These coupon codes should be a core part of your checkout page. Ensure that these are clearly visible and displayed prominently on the page.
6. Progress indicator:
Showing the steps of the checkout process will help make customers understand the progress and keep them motivated to complete it. But if there are too many steps, users may leave even before starting. Although the progress indicator with steps helps in keeping the user calm, it is never a good idea to have too many steps. A good process can look something as follows:
- Step 1: Shipping & Billing Address
- Step 2: Delivery & Payment Method Selection
- Step 3: Payment
7. Payment Options:
With every payment option that you provide, it is essential to have it encrypted so that the information shared is kept private and is shared only with the concerned parties. Below are some of the payment options that you must have on your eCommerce website:
- Credit Card
- Debit Card
- Bank Transfer (ACH)
- Wallets (Apple Pay, GPay, Amazon Pay, etc)
- Payment on Delivery
- Buy Now Pay Later (EMI options)
- Payment on Account
8. Trust building elements:
- Display all the security seals and badges prominently on your checkout page to continue instilling trust in your customer and take them to the end of the buying journey. This will give your customers a sense of security and build confidence in the platform.
- If you have a valid SSL certificate, a good practice is to add it on your checkout page and let the customers know that they will be redirected to a more secure payment page.
- One very important element to building trust factor is to display all relevant stamps or tags that show the warranty information for your products.
- It is also essential to display any information regarding the return or exchange policy on our checkout page, so that your customer need not scout for it on your website.
9. Help & Compliance:
- All additional compliance and help related information should be displayed in pop-ups so that the customer does not have to leave the actual checkout page.
- The “Agree to terms & conditions” option should be clearly laid out at the very end
- FAQs – Very few and only the most important ones related to payment or shipping/returns need to be displayed on your checkout page. The idea is only to keep your customers informed.
10. Live chat option or customer support number:
- While providing a live chat option, make sure that you don’t ask the user for filling chat forms.
- Make the live chat button easy to find and spot on the checkout page. Having a live chat option allows you to give immediate response and solutions to the customers.
- If you have a live chat interface, make sure you have someone to tend to the customers in a timely manner. The response time should be fast, and accurate at the same time.
All in all, the ideal shopping experiences are those that strike that chord of providing a seamless user experience along with complete safety and security to your customers. If you are able to capture all these points and inculcate them into the designing of the checkout page, it will help in driving better sales and customer retention for your eCommerce website.