A short, simple and, self-contained checkout process with no navigation bars or pop-ups – that push the visitor away to some other section – is the major reason behind a 37% increase in Adidas sales through mobile.
Mobile traffic is surging: an average user now spends 3 hours a day on mobile apps, however, the bad news is that mobile conversions are about half of those through the desktop. Nevertheless, it is only a matter of time before mobile overtakes desktop and surpasses the number of buyers.
Adidas has seemingly cracked the mobile sales code and your online business can too: by serving a seamless and convenient checkout experience to your users intending to make a purchase on mobile.
21% of US online shoppers have abandoned an order solely due to a “too long/complicated checkout process.”
If a user has to reverse his buying decision last minute because the website is not optimized for a seamless and convenient checkout process, the problem is pretty grave. The good part is, it can be solved with a few smart alterations to the process and page.
How to Simplify The Checkout Process
Checkout abandonment can be lowered by streamlining the page and enabling the user to complete the process quickly and easily. Here are a few ways to prevent any distractions and mitigate the possibility of the shopper pushing off.
1. Offer Easy Navigation
Apparently, everything being at the touch of a button isn’t enough; it also needs to be within the reach of a thumb! This is specifically applicable in the case of the checkout process, where the decisive buttons should be placed within The Thumb Zone – that zone on the device where thumbs can interact most comfortably.
Apart from being a powerful determinant in helping buyers complete their purchases, it is also about elevating the user experience by placing the most important things at the most reachable places on the screen. For instance, the crucial Call To Action (CTA) payment button can be suitably accommodated at the bottom center of the page, making for convenient navigation during the checkout.
2. Allow Express Checkout
Mobile shoppers can often be impulsive buyers, and if they are able to easily steer through the checkout process while shopping, businesses can expect to improve their conversion rates drastically. Stores should focus on offering a simplified and straightforward experience that streamlines the multiple steps that are usually involved, to reduce the time and effort in buying a product.
According to research by the Baymard Institute, the average checkout flow has 4.93 steps. Shoot for a checkout flow that hits well below 5 steps to stand out from the competition.
Many retailers eliminate the payment related friction for a user by integrating the PayPal express checkout, which also assures security for the buyer. Other available options such as Google Pay and Amazon also assist in making checkout a breeze without having to enter any additional details.
46% of all cart abandonment’s happen at the payment stage — the main reason for users bailing out at this stage is because of the efforts and time involved in entering payment details and information.
Simply making it easier for users to sail through this step can have a massive impact on your conversion rates and app revenue.
3. Keep Content Simple and Minimal
This is all the more relevant in the case of shopping on a mobile where the user is already subject to ample content on the screen, and any unwanted additions or styling can make them reluctant to proceed with buying. Minimal content and design prompt the buyer to focus on the call to action and get through the process without any potential diversions.
Some of the practices that can contribute to an uncluttered checkout page include keeping the header clean and excluding any descriptive messages and pop-ups. The checkout page should not be the place to mention anything (social media handles, other promotions, exclusive coupons, etc.) other than the course of payment.
4. Ask Only The Requisite Information
Quite often, eCommerce stores tend to ask for additional information on the checkout page that can potentially break the shopping experience towards the end of the sales cycle. Making shoppers fill several fields can only lead to them losing interest in finishing their shopping, especially with such short attention spans that today’s mobile users are known to have.
Checkout usability testing has revealed that most sites can safely get rid of between 20% and 60% of the fields in their checkout forms.
The final page should try to refrain from asking any question that may not be very essential at that stage of checkout. Allowing to auto-fill responses such as email addresses and shipping addresses can also be of great help in speeding the checkout process.
Say Yay to These and Offer a Simple Checkout Process
The checkout steps can be further trimmed by introducing the below mentioned tips that allow the user an effortless experience and do away with unnecessary constraints while shopping.
Guest Checkout – Make it feasible, especially for your new/first-time shoppers to checkout without logging in – prioritize sales over data.
A clear summary of the cart – Highlight the items in the cart on the checkout page as well so that the customers can double-check their shopping items and get clarity on the purchase while paying.
Progress indicator during checkout – Let your mobile customers know how close they are to buying the product with an indicator so that their chances of leaving mid-way are minimized.
Say Nay to These and Simplify the Checkout Process
By eliminating these barriers that come in the way of a smooth checkout, an eCommerce store can look forward to greatly reducing abandonment at this conclusive stage.
Website errors/crashes – Frequently test the website and examine analytics to identify issues and keep the online store operating smoothly.
Lack of payment options – Offer payment gateways through wallet, all major credit cards, and direct bank transfers to make sure that your audience is able to pick their most preferred method.
High and Unexpected Extra Charges – Ensure that the buyer is notified of additional charges such as shipping costs, delivery charges, taxes, etc., way in advance instead of last-minute disclosures.
With increasing numbers of customers using mobile for online transactions and purchases (mobile accounts for 65% of all eCommerce traffic), eCommerce stores have been trying innovative ways to offer seamless shopping experiences. However, it is also important to keep the process simple and easy, especially on the checkout page, which is the most crucial and decisive part of the shopping journey.
With a few tactical changes listed in the article above, it is easily possible to ensure smooth checkouts and high conversion rates. The sooner your customer sees a successful transaction, the higher are your chances of seeing a successful business!