Check out on e-commerce: 7 best practices for more conversions
In order to be successful and ensure the preference of different competitors, e-commerce must bet on quality products, ease of navigation, a good layout, adequate logistics, marketing strategies and tools for customer loyalty.
However, one of the key steps to conversion - and that is left a little aside - is the optimization of check out in e-commerce. This stage represents the last stage before the purchase takes place and it is in it that the customer usually has the final decision regarding the product.
However, if checking out is not easy and requires a series of actions that require user time, this can result in the abandonment of the purchase and abandonment of the cart. To prevent this from happening, in today's article we will list the 7 best practices for you to adopt in your online store. Check out!
1. Speed in making purchases
Speed is one of the main reasons why a customer prefers to make the purchase in a virtual store. After all, you do not have to leave the house during business hours to get a product and you can make the purchase when you are free.
However, this desire can become a frustration if the user comes across a poorly made site that has difficulty uploading or requires many steps to finalize the purchase.
So if you want to have a higher number of conversions, invest in the quality of your site so that it delivers a user-friendly experience, so it does not give up before you even get started.
The same goes for mobile devices because with the popularization of smartphones and tablets, many purchases are made by these means. That is, it is imperative to invest in a mobile platform, which adapts to the most diverse types of screens and does not present difficulties in any of the sales stages.
2. Security during steps
The virtual environment is still considered unsafe by many consumers due to the lack of information or unpleasant experiences already experienced. Therefore, it is very important that, when arriving at your e-commerce, this customer feels safe to carry out their purchases and is sure to receive the order without any loss.
The security measures are even more important at the stage of completing the request, as it is the user's bank information and credit card, address, telephone, CPF and so on information. So use security certificates and avoid directing your customers to other sites so they have greater confidence with your service.
3. Easy filling forms
Forms with order completion information are also factors related to the speed and agility with which e-commerce check-out takes place.
Many entrepreneurs do not usually think about it, but filling out long forms, in need of diverse information, which are interesting for marketing strategies, can be a real martyrdom for more rushed clients.
A good alternative is to provide the option of logging in with social networks, such as Facebook or with the Google account because these platforms already provide some data that advance the process of gathering information. Another interesting option is the availability of quick purchase asking only essential information such as CPF, name, delivery address, and form of payment.
4. Cart summary with detailed information
Providing shopping cart summary is another way to expedite purchase and optimize checkout in e-commerce. This information is important for the user to briefly review the orders placed and the total amount to be paid - including fees and charges - without leaving the page to access this data.
5. A proper description of the purchasing process
In this sense, it is necessary to provide a complete description of the whole purchase process so that the user has the exact dimension of where he is and what is missing to finish since it is unpleasant to feel lost during the purchase.
An interesting way to do this is by creating navigation tabs that allow users to go back if they need to, and also have a sense of how much time they need to complete the order.
In addition, you can create a completion page for confirmation of data and closing of the purchase. Consider putting a thank you message and be sure to tell us what the next steps are - separation in stock, delivery to the carrier, etc.
6. Elimination of distractions
Some e-commerces have a series of banners, pop-ups and links that, if clicked, point to pages outside of the checkout step. Although the use of these tools is appropriate for marketing strategies, at this stage, the client wants, in addition to security, ease of access to information.
Therefore, pages of completion of purchases with too much visual information may distract the customer and generate abandonment of the cart. If in doubt, perform an A / B test and see what design elements on the site guarantee a better result.
7. Diversity of payment methods
It may seem distant, but a significant part of the population does not have a credit card or bank account. With this, getting to the final stage of a purchase on a website and not being able to finalize the order due to the absence of the means of payment allowed is frustrating for the customer, which can lead to the competition.
So that you do not lose sales and be able to serve as many users as possible, invest in varied options such as bank slip, transfer, debit card, digital wallet, among others.
Now that you've come across our tips for improving the e-commerce checkout step, what are you waiting for to put them into practice? Remember that having a website that offers a good user experience will result in less cart abandonment and hence higher conversion rate which is the main goal of a virtual store.
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