How can we make the ordering process simple and convenient for purchasing any kind of product online?

A complicated and confusing purchase process is the number one reason why customers abandon their shopping carts. The variety of additional services, payment methods, and delivery options require a lot of attention and can overwhelm buyers. This could result in them postponing their purchase or worse, never returning to the store.

Objectives of the checkout process in an online store

1. Increase conversion rate. A simple and convenient checkout process helps customers complete their purchases quickly, make payments, and choose their preferred delivery method. This will result in a lower cart abandonment rate.

2. Increase average order value. When the offering of related services and products is logically integrated, they motivate customers to make additional purchases rather than distract or annoy them.

3. Authenticate the user. More user data means more opportunities to build effective communication and provide a better experience for future purchases.

4. Build trust. A customer is more likely to make a prepayment or buy in installments if they trust the store: see final prices, use familiar payment tools, and receive quality guarantees.

5. Engage in loyalty program. When promo codes, discounts, and coupons don’t complicate the purchase, the customer will be motivated to participate in the loyalty program and return to the store.

Customer needs at checkout

1. Understanding what to do. The customer should not have the question «what to do next». It is important to build a clear and transparent path to purchase.

2. Seeing your options. The customer wants to understand how to make a purchase more profitable: use a bonus, reduce the cost of the service, or get it for free.

3. Being able to return to what’s important. If new desires arise or the context changes during the checkout process, the customer should be given the opportunity to return to the necessary step.

4. Modify or correct an order. Customer should be able to modify or edit the order at every stage. Customer errors should not lead to the completion of the process. It is necessary to keep the customer in the funnel.

5 checkout stages

We highlight 5 key stages of the perfect checkout. How seamlessly and conveniently the buyer moves from step to step determines his desire to complete the purchase.

1. Cart
2. Identification
3. Delivery selection
4. Payment selection
5. Order confirmation

While optimizing various stages of the customer journey is important, the checkout process often presents the greatest challenge in maximizing revenue. By prioritizing the elimination of the most detrimental conversion barriers, you can achieve a more significant increase in revenue compared to minor adjustments like changing button colors or product headlines. Directing your efforts towards tackling the key obstacles in the checkout process will yield substantial results for your business.

Let’s discuss what exactly should be done!