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26th November 2018UX: The importance of an uncomplicated checkout process

By ZacDigital Marketing

The checkout process is often overlooked when designing a website for a business. This article aims to help you keep your process simple and retain the attention of your customers.

So, you’ve drawn a potential client in to your site. They’ve managed to navigate your website and find the information they required. They are interested in your business. The prospective customer makes it all the way to your checkout process only to find it too complicated and end up taking their business elsewhere. 

You could say that the main end goal of a website for a business is to get a customer to make a purchase or an enquiry. Of course to a degree you will always have a drop off rate, it is only human nature to revise decisions. However there are a few tips you could follow to prevent your users from dropping off.

Keep it simple

Sometimes filling in a form can be very tedious. Reasons such as too many boxes or information not immediately at hand being required are just a few that come to mind. That is why it is imperative that your contact form or checkout process is as simple as possible. No one wants to spend their time filling out excessive boxes of information. Only ask for information that is required for the purposes of the customer and the business. Given the popularity of people using mobile devices you should be optimising your checkout process for mobile devices. Lastly having a payment gateway that minimises the payment steps can dramatically improve user experience.

Mandatory registration is a no go

Some businesses require users to register for an account when making a purchase. This is similar in many senses to filling out long forms. Spending tedious amounts of time creating an account and verifying it can cause a loss of interest. A solution to this is allowing users to checkout as a guest. 

Less is more

We’ve already discussed the importance of requiring as little information as possible in your forms. This goes for pages as well. The fewer pages you use for the checkout process the better. Think about people with slower connections. Are they really going to want to spend time filling out a page only to be taken to another requiring more information and possibly another after that? If you can get your checkout process down to one page, you will make things so much easier for customers.

Other techniques

There are also a few more techniques you can use to combat cart abandonment. Small things such as:

  • saving items in the cart for when the customer next visits the website can save them time not going through the process of filling the cart again.
  • Email prompts informing customers their cart still has items in can remind them to come back and finish checking out.
  • Offering to save a customer’s payment details will improve experience and encourage returning in the future to make another purchase.
  • Lastly, you can gain the trust of your customer by inserting trust marks. Trust marks will inform customers that you are a legitimate business and their payment details are safe on your website.

As you can see there are many different factors to take into mind when designing your checkout process. For more tips or if you have any questions feel free to get in contact today!

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