You want more revenue? Increase the user’s checkout experience

In general, 7 out 10 shoppers will abandon carts. This is averaging across all industries. This number is shocking to many, but mobile shoppers abandon carts at an astonishing rate of 86%. While you can win back those customers with abandoned cart emails, it is important to prevent cart abandonment.

Shoppers might abandon your store for a variety of reasons. You will need to fix any issues such as slow loading, poor mobile display optimization, insufficient traffic or inadequate product descriptions.

It’s even more important to create a simple, straightforward checkout process. You will lose sales no matter how great your website is or how appealing your products may be.

You can solve many problems in your checkout’s UX with simple design changes, more functionality or greater transparency. These are seven tips to improve your checkout UX.

Transparency with shipping and taxes

Unexpected costs are the number one reason customers abandon ship during checkout.

 

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Online purchases were tax-free for more than a decade. In 2008, the landmark Supreme Court case South Dakota against Wayfair made all this possible. Slowly, other states adopted similar policies, requiring many online merchants pay sales tax. In 2017, Amazon decided to collect sales tax on all orders from any U.S. State. This decision prompted many major retailers to follow suit and have normalized sales tax for online purchases to a large extent.

Some people might still be shocked by sales tax, especially if they are purchasing from small shops. It is important to make it clear on the product page that the price does not include tax.

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Amazon and other big companies have made it a norm for consumers to expect free shipping. A 2017 study found that 75% US consumers expect free shipping, even if they spend less than $50.

There are several options to improve transparency, depending on how you set up your shipping costs.

  • Include shipping costs in your product description. This is an excellent solution if you only have one or two flat shipping costs for all of your products.
  • Add a shipping calculator to your product page . You might add a shipping calculator to your product pages if you have different shipping rates depending on where you are located or what method you use.
  • Mention “+ shipping” to let customers know that shipping costs will be added.

Single sign-on (SSO), guest checkout

It can be frustrating to create an account. When you are ready to checkout, you will be asked to enter your email address. Wait for a confirmation email and then create a password. This will prevent 23% site visitors to complete their orders.

You can allow WooCommerce users to check in as guests in WooCommerce Settings – Accounts and Privacy.

WooCommerce Subscriptions or WooCommerce Members are options to manage products and users in your store without affecting checkout.

You may want to offer customers the possibility to create an account to be used in the future. This should be as painless and quick as possible.

Enable the option ” Allow customers create an account during checkout” in your WooCommerce settings. This makes it as easy as clicking the opt-in checkbox on the page where they enter their payment information.

Options in WooCommerce –> Settings –> Accounts & Privacy

Here’s an example of Badeloft USA making account creation easy. This online retailer sells unique and high-end bath fixtures. Customers can create an account even as they enter the rest of their information. You will need to check the ” Create a account?” box, and then add a password.

A simple and quick account creation during checkout from Badeloft USA

Another option is to enable single sign-on (SSO), through third-party accounts. This method is preferred by many consumers who want to:

  • Do not fill out registration forms.
  • Limit how many passwords and usernames they must remember.
  • You can use the same identity on multiple platforms.
Example of SSO from All Blacks

WooCommerce Social Login allows users to sign in via their Facebook, Twitter or Google accounts.

Make sure your checkout process is clear and easy

Long forms and visual distractions can be a killer for conversion, so keep your customer’s attention on the transaction and not trying to force them to complete too many hoops.

Establish expectations by using clear cues. It can be very helpful to guide your customer through the ordering process, especially if you have multiple pages. Visitors can be guided through the order process by using visual cues such as numbering the steps.

Remove visual clutter. You should remove navigation, footer menus and other distractions from the checkout page to ensure that customers don’t feel tempted to abandon their order.

Example of a multi-step, numbered checkout. This is free from distracting search bars or menus. Scholl’s.

Reduce checkout fields. While asking customers for their email addresses and other information multiple times may seem like a way to ensure accuracy, it can also be annoying to users. One study found that 30% of shoppers would abandon their purchase if they were required to enter details again. Enhance conversions by restricting the fields that customers must complete to only those that are absolutely necessary.

Create a one-page checkout. A simple shortcode can be used to add a checkout page to WooCommerce. This allows customers to focus on the offer and simplifies checkout.

Customers can pay using convenient payment methods

Accept payment methods preferred by your audience. You might offer several payment options to meet everyone’s needs.

  • Credit cards. Although this is the most popular payment method on eCommerce sites, not all customers might have their credit card. Maybe they don’t even have a creditcard.
  • Bank drafts. Some customers might prefer to buy directly from their checking accounts. Store owners often enjoy lower merchant fees when they use ACH payments.
  • Digital wallets. Digital wallets can store payment information that can easily be accessed from multiple devices. They are more popular than you might imagine — twice the number of eCommerce transactions made with mobile wallets than with credit cards. This disparity will only grow. Apple Pay and PayPal are just a few examples. Amazon Pay is another popular example.
  • Installment payments. Installment payments are a good option if you sell higher-priced products or customers prefer them. PayPal offers installment options. You can also create your own plans using WooCommerce deposits.

There is no one ideal number of options that a store should have. It all depends on your company’s needs and the preferences of your customers. You can present any combination of payment options you want, but you need to explain them clearly to avoid overwhelming the customer.

Dryft’s example of a simple payment options form that includes an accordion function. The user can only select additional fields or details about each payment method.

Secure checkout

If they aren’t sure their data is secure, some shoppers may abandon their purchase. You can help shoppers feel more confident about making purchases by offering a range of payment options.

  • Get an SSL certificate. SSL certificates encrypt and protect the data you collect from your website, including credit card information, addresses, emails, and other data. This certificate is essential for security and helps to improve customer perception. What’s the reason? Why? Because an SSL certificate will give your site a lock symbol in your browser URL bar, while a non-SSL certificate will make it appear as “not secure”.
  • Highlight security measures. Use terms such as secure shopping to include badges for accepted payment methods.
  • Keep customers on your site during checkout. Certain payment methods redirect customers to their own website for checkout. This can lead to customers losing trust in your company and create a confusing experience. A payment solution such as WooCommerce payments will keep customers on your website for the duration.
  • Provide product guarantees and declarations of authenticity. Consider adding text or icons to your checkout page that reassures customers about products that are susceptible to counterfeiting or high returns. Make sure to remind customers about your return policies and that the items are authentic.
This is a great example of using icons and language to communicate product authenticity and security.

You can have a hassle-free policy for your return

You need to create a return policy that is cost-effective for you business and easy for your customers. Requirements for multiple returns, multiple return authorizations, and the requirement that the buyer pay return shipping can all negatively impact your conversion rates.

It’s important to have a simple policy that all parties can understand and is flexible enough to accommodate customers. It’s easy to find: Include it on your product page in the details tab, add a link to your website footer and include a short summary on your checkout page.

Offer expedited delivery options

Customers have come to expect lightning-fast shipping. However, smaller online retailers are not able to deliver as fast as large conglomerates. If you order expensive shipping methods such as Next Day Air, delivery will likely take three business days.

It might seem that customers are accustomed to receiving free shipping and don’t want to pay extra for shipping. If they have a specific timeframe (for example, for a birthday or special occasion), they may be willing to pay more to receive their product quickly. Customers who cannot wait more than 2 days to receive their Father’s Day gifts may be converted by expedited shipping.

Check that your checkout works.

Sometimes store owners get too busy to check the functionality of their sites regularly. Perhaps your latest plugin update caused problems with WooCommerce or your theme. It could be that the servers of a payment gateway are down. You can.

Even though your checkout works perfectly, there may be unexpected changes to forms which can make ordering more difficult. Before updating your website, create a backup and then verify that everything works properly.

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