You’ve put forth some of your finest marketing efforts to attract people to your e-commerce store, you’ve written some amazing product descriptions, made the site incredibly easy to navigate, and now it’s time to close the deal. When your customers are ready to buy, chances are that they’ll go through a few extra steps they would otherwise despise, just because they really, really love those jeans, plus they’re on sale. That, however, is not the case for your customer who will take their sweet time to consider if they are making a wise purchase decision. They might abandon their cart, in fact, as a humongous percentage of customers does the same.
What you do to ease your customers through the checkout process makes all the difference. What you do to woo them back to your store once they leave their stuff in the cart not planning to return also makes a difference. Sadly, only 19% of the top e-commerce companies have any recovery strategies for their abandoned carts – and that’s a pity, since these are opportunities in disguise. Checkout is your time to shine, and with the right approach, you can drop those abandonment numbers and boost your profits in a single swoop. Here’s how you can approach the issue.
Avoid must-have accounts
People already manage their Facebook, Instagram, Twitter, Google, and a slew of other accounts online. They are not about to get excited because you’re imposing another must-have account on a page they’re not certain they plan to visit again. People are reluctant to subscribe to newsletters or discount offers, let alone create separate accounts on individual e-commerce sites. It takes time, it raises another question of security, and it delays their gratifying purchasing process. All in all, modern consumers aren’t too big on forced accounts.
Make sure that your buyers can have that little perk of not signing up for anything on their first visit to your store and instead opting for the guest checkout. Return customers might want to open a dedicated account later on, but giving them time to consider that option upon trying some of your products first is something of a luxury every customer will appreciate.
Design a simple checkout process
Minimalism might not be to everyone’s taste in fashion or interior design, but when it comes to web design and especially this final part of your customer journey, it pays off to use less in order to achieve more with your checkout. Many brands are tempted to add too many features throughout the checkout process, turning it into a time-consuming, somewhat dull process. Instead, you can work with a reputable web design company familiar with the latest trends in checkout design and give your customers what they need – a seamless, streamlined process that lasts a mere few clicks.
That way, you’ll not just weave your brand throughout those several brief clicks with the help of imagery and content, but you’ll also enable your customers to make a purchase without delays. Plus, this gives them less time to change their mind and makes buying on your site all the more enjoyable.
Offer the option for in-store collection
Yes, we love buying online because it’s convenient and we don’t have to deal with in-store clerks that might be overzealous to sell the latest collection down to the last item as if they’re on some kind of a schedule. Most customers today still like the option to pick up their purchase in a local store, making it easier for them to avoid delivery or shipping fees and cut the waiting time if they’re near by.
Although this may not be a valid option for all stores, especially ones that have a single storage facility and a worldwide shipping policy linked to that one physical facility, brands with dedicated branches across the world can benefit immensely from this single perk. This is a great opportunity for your customers to build an even stronger bond with your brand, you can add discounts, and if the entire experience is pleasant, they might be far more likely to return to your store.
Diversity in payment methods matters
Much like with diverse delivery methods (in-store versus at-home delivery), your customers have gotten used to the luxury of choice in terms of how they can pay for their goods. While you’re designing your checkout with your web experts, consider how many payment options you can safely introduce without causing any complications in the entire journey. If they don’t see their card or their digital payment provider on your list of approved methods, they will likely be deterred from ever coming back. Few will be eager to open up a new bank account and transfer funds because of a $20 t-shirt.
Convenience aside, you can also use this opportunity to ensure your customers that your store is secure, since you’re successfully collaborating with so many different providers. In addition to the most frequently used credit cards, consider adding major platforms such as PayPal, as well as Google and Apple Pay, and cryptocurrencies.
Customizing your checkout process may be at the very end of your priority list when it comes to your store design, but it deserves more of your attention simply because it has the power to transform a visitor into an actual buyer. Consider these features and options to make your customers happy during checkout, and you’ll reap the rewards for years to come.