DOTLOGICS BLOG

January 15, 2018

6 Must Haves for Any Ecommerce Checkout Page

Written byChristian Abbatecola

Person using smartphone for online shopping.
Today, 96% of Americans shop online, making it a widely popular way of purchasing. To optimize your customers’ ecommerce experience, you want to give them the best user experience possible. They should be satisfied not only with your products, but also with the time they spent on your website–that is why the checkout process is so important. Here are a few tips on creating the best checkout experience to keep customers satisfied and coming back.

Keep Checkout Simple

Too many pages throughout the checkout process increase the chances of customers backing out. Simplifying the information needed will help a customer make it easier for the user to get to the end goal. Try using the single-page checkout technique and allow fields to “auto-fill” so customers don’t have to type everything out. You want to make sure you aren’t creating too many hoops to jump through when the customer has decided to buy.

The Threadless checkout page.

The Threadless.com checkout process takes place on one easy page, with no need for an account.

Part of the appeal of buying something online is that customers doesn’t have to waste time going to the store, so wasting their time with a convoluted checkout page would be counterproductive.

Limits For Fields

For a simple transaction, there are really only a few bits of information needed. Don’t over-complicate the process and gather only what’s needed to make the sale. Typically, ecommerce websites collect the following:

  • Customer’s name
  • Email
  • Payment information
  • Shipping/billing address (often these are the same and you want to have the option for inputting it only once. Be sure to indicate a space where they can say if it is otherwise).

Again, if this can be auto-filled for them, all the better!  

Don’t Force Account Creations

Accounts are helpful for returning customers and should be offered, but it shouldn’t be a mandatory requirement for the transaction. Give customers the option to checkout as a “guest”. Suggesting account creation within the confirmation email or on your “thank you” page just after their purchase can be a great way to sign them on, but don’t let it be the hurdle that stops them short of a purchase.

Make Checkout Mobile Friendly

More and more of our shopping takes place in the palm of our hands, and if your user interface makes this unbearable, you are missing out on a potential fortune. Be sure to provide easy access to mobile users by offering a simple navigation and only showing pertinent information they may need. Smartphones may have gotten bigger in recent years, but there’s still a limit to what you can fit on a hand-sized screen.

To read more about how a great mobile interface can help your business, check out this article.

Create Checkout Options

You want to include more options than direct payment by credit card. Some customers may feel comfortable using other payment methods they trust such as Paypal or Apple Pay. Making these trusted options available to them not only gives them confidence in their purchase but increases convenience.

Offer 24/7 Customer Service

One known perk of online shopping is that can be done anywhere and anytime. If customers have to wait for business hours to finish their purchase due to questions they have, they may leave their selections right there in the cart indefinitely. Try to have services available at all times to avoid any delay causing mishaps. Even if you can’t provide 24/7 support, offering a live chat option can still go a long way in answering pressing questions from customers and shoring up consumer confidence.

Take a look at your website through the eyes of a customer. Are there ways you can smooth out the process? Does the user interface inspire you to buy or is it too much of a hassle to even browse? Make sure your site is following these guidelines and you should see the boost in online sales you’re looking for.

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