Halloween is a time for spooks and frights, in fact, most people enjoy them, but when it comes to your checkout page a treat is definitely better than a trick. The most crucial stage of the customer journey is the checkout process. You can provide as much information and support along the way but if your checkout process is complicated and confusing then your customers will run a mile, and no sales can cause major problems. While some customers will just change their mind about making a purchase (you can’t do much to stop that), others will be scared off by something that you’re doing, or not!
Scary hidden costs
You’ve taken the time to design your product pages to display your stock in the best way, you’ve included all product specifications and descriptions and the price of the product. The customer adds the product to their basket and heads to check out, but what’s this? There’s now an excessively high charge for postage that wasn’t on any of the previous pages! These frightening charges can be enough to scare a customer off; it’s important that you are transparent with all of your costs throughout the customer journey, so the visitor knows exactly what to expect. Allow the customer to calculate their total cost before heading to checkout, if you offer free shipping over a certain amount then tell them how much more they need to spend to qualify. If you can offer different forms of postage too (Next day, Standard, Click and Collect) meaning the customer can adjust their own costs. Many businesses are now offering a subscription to Next Day delivery at a lower annual rate.
Terrifying unavoidable account creation
After spending a lot of time browsing and finding the perfect product, the last thing a customer wants to see is an essential request to create an account; they just want to check out! While getting a customer to create an account is beneficial to you, it can be enough to put a customer off. Offer an option for the customer to check out as a guest; you can always ask them to create an account at the end of the process. Alternatively, ask them to create an account using their social media accounts, this is a lot quicker than filling in all of their details.
Ghoulishly long process
No one wants to complete a 27-step checkout process. Keep the checkout process as short as possible. When the customer adds a product to their basket, give them the option to review their shopping basket or proceed to checkout. Only request vital information and try to keep it to one page. If you must have a process over several pages, then use a progress tracker to let the customer know how many steps are left. Customers are a lot more likely to complete the process if they know that they are on step 2 of 3.
Invisible seals of approval
Customers need to be able to trust your website, especially if they are submitting their payment information. While an SSL is legally required if you are taking payments, sometimes your customers need some more assurance that your site can be trusted. The lack of a trust seal can be enough to deter your clients from entering their payment information.
Treat them to multiple payment methods
This mistake is pretty self-explanatory. The more payment methods that you offer, the easier it will be for the customer to complete the checkout process. Not everyone has a credit card, they may not want to use their debit card or they might use PayPal for all of their transactions, not every customer is the same and so you need to offer multiple ways to make a payment.
Make sure that your checkout page is optimised to give your customers the best experience possible. These mistakes can prevent your visitors from converting into paying customers. If you want to treat your customers to a hassle-free customer experience, then focus on their wants and needs. Let Bitlab help you to create a seamless checkout process, contact us on 0330 041 4564, use our contact form or email firstname.lastname@example.org.