The main concern for many owners of online stores is to look for new and better ways to improve their visitor’s conversion rates. While not an easy task, you can gradually get better numbers if done systematically. One of the central elements of purchasing is the payment process, in which a customer adds products to the shopping cart and follows a series of steps finishing with product payment.
The payment process is fundamental for your sales to be completed. If a customer encounters a slow and convoluted process when trying to buy something, you could lose many potential sales. An effective purchasing process allows customers to do their payments in a quick and intuitive way and in the least number of steps possible. In this article, we will talk about how to design a good purchasing process that will allow you to improve your sales, while making your customers happy about your online store.
Here is a summary of the best practices to design a good checkout process:
- The payment section must be clearly recognizable and indicating available options.
- Show remaining steps, to make sure the customer is always informed.
- Allow going back to change information if necessary.
- Allow users to get registered.
- Allow buying without registration.
- Provide visibility of products in the shopping cart.
- Make sure to highlight the “complete order” button.
- Add elements that can help create trust.
Payment and shipping information
This section is very important because it’s easy to make mistakes that will create a tedious purchasing process. This is the part in which your clients can get frustrated if you haven’t done a good job. The client must submit his shipping information, address, name, etc, so we need to eliminate any and all distractions. The payment section must be clearly recognizable, indicating the available options.
In this example from Kärcher vaccum cleaners, you can see how the payment and shipping section asks for the necessary information before completing the checkout. Try to avoid asking for unnecessary mandatory information to avoid frustration. Jumpseller allows for user registration, so these fields will be filled automatically if the customer has logged in to their account.
Make it clear that the process has an end
A lack of indication of the process having an end can generate a sense of uncertainty. It’s highly advisable to make it as simple as possible and clearly show the remaining steps. In the next example, a button shows that the client is only one step away from completing their order. This way, the customer is informed that they’re one click away from payment.
Allow going back to change the information if necessary
The customer must be able to go back to review or edit information in each shopping cart step. It’s very important that the information is not lost while they do it. For example, if a shipping address has been added but the client wants to change it after advancing to the next step, this information must be available for editing if going back. There must also be a button indicating that it’s possible to go back to the previous step. In the previous example, every step of the purchasing process is visible in the top area. The information can be edited easily by clicking on each of them.
Some customers do not wish to register
Many stores make the mistake of creating an e-commerce that only allows for registered users to buy. These days, privacy of information is greatly valued by customers and some of them would rather buy without registering as a user. Jumpseller allows for the creation of online stores where the client has the option of buying as a registered or unregistered user by default.
Allow your users to register
Registered clients help to increment sales and customer loyalty. Customers show their intention of being regular buyers when they register. Usually, users will have access to a faster purchasing process when they register. Their shipping and payment information will be already filled, making it easier to achieve an effective sale. Remember to encourage registering by giving discounts and promotions only available to this type of customer.
Visibility of the products in the shopping cart
It’s important that your client doesn’t lose sight of the shopping cart information. You must always put at their disposal information about what they’re buying, and at what price, in the least possible amount of steps. In the prior example, the shopping cart button is always available to the customer showing the quantity of products they’re getting. Some online stores even have the total price for the order available at all times. Both options are valid.
Call to action
Clearly highlight the “complete order” button. Don’t let sales get away because the button is hard to see. Use complementary colors that draw attention so it will be easy to find.
Use any element that could help create trust
Remember that your clients are giving you sensitive information: addresses, personal and payment information, etc, so try to give them every possible fact that can help with their peace of mind and gain their trust. Certifications and security data are some of the elements you can use to increase trust and prevent your clients from runninig away. These are only a few tips. You won’t be able to improve everything in one day, but we recommend doing it little by little. The shopping cart and the purchasing process are central elements of your online store. Try constant upgrades and you will, without a doubt, be able to improve the shopping cart abandonment rate. If you feel like selling online, the time is now. Try Jumpseller for free and offer your products to millions of potential customers today.