Your ecommerce checkout flow is the series of steps your customers take when interacting with your ecommerce website to make a purchase. This process can start from the moment a customer arrives on a product page, and include everything from adding items to a cart, filling out their details, and entering their payment information.
Failing to invest in the right checkout flow design is one of the biggest mistakes companies make when trying to build ecommerce revenue.
After all, just because you’ve convinced your customers to add something to their carts and proceed through to the checkout doesn’t mean you’ve ensured a purchase. Anything from slow-loading pages to an impersonal design can mean you lose that essential sale at the last hurdle.
The average cart abandonment rate for ecommerce sites today is just under 70%.
Ecommerce Checkout Flow Best Practices
Optimizing your WooCommerce or Shopify checkout flow means you can instantly reduce your risk of losing customers due to cart abandonment. However, creating the right experience can be complex.
To successfully retain and convert your customer, you need to understand every step of their purchasing journey, and how you can make life easier for them.
Ultimately, the ideal checkout user flow is one that minimizes friction and complexity for your buyer, allowing them to make a purchase quickly and conveniently before they have chance to:
- Look for a better deal elsewhere.
- Get distracted by another activity and forget to checkout.
- Lose trust in your company
Here are some of the easiest ways to improve your checkout flow design.
1.Personalize the Checkout Experience
The easiest way to make sure you don’t lose your customers at the last hurdle on your ecommerce website, is to deliver an experience that feels personal to your customer. Around 80% of consumers say they’re more likely to make a purchase from a brand that provides a personalized experience.
To ensure your customer feels as though they’re getting the right bespoke shopping experience for your needs, start from the moment they arrive on your website. You can offer unique suggestions on products they might want to add to their basket using tools like Now Dialogue to assess a customer’s previous browsing activity or purchasing behavior.
When your customer does reach the checkout, optimize the experience even further with specific promotions for members, and dynamic messaging unique to your target audience. You can even suggest complementary products your customers might want to add to their carts with just the click of a button.
2.Optimize for Mobile First
Once you’ve nailed the personalization process, the next step is making things as simple as possible for your customer, this includes ensuring they get a great experience on the platform they’re using. Any modern ecommerce checkout should be mobile-friendly.
In fact, it’s becoming more important to have a mobile-friendly checkout flow than a desktop-friendly option.
Over 79% of smartphone users have made a purchase online using their mobile device in 2021, and the number of customers shopping online from their smartphone continues to increase. Make sure your customers can easily complete the checkout process from any device. This means ensuring buttons are easy to click, and forms can be filled in on a smaller screen.
Since mobile users don’t have as much space to work with, it’s best to create a clean and simple checkout page, with only a handful of form fields. Remove any distractions that don’t need to be there, and don’t ask for unnecessary information.
3.Enable Guest and Social Checkout
Even if you’re only asking for a little bit of information from your customers, this can be enough to deter them from making a purchase if they’re in a rush. Many of today’s consumers don’t have the time to enter all their details into your website so they can “become a member”.
Guest checkout should be available, so your customers only need to enter their email address and payment details to continue with the regular or mobile checkout flow.
Some studies suggest you can increase your conversion rates by 45% just with a guest checkout option.
Another option is to allow your customers to log into an account and checkout using their social media credentials. Allowing customers to sign in through Facebook, Google, or even Amazon can give your checkout system immediate access to crucial shipping information so that you can speed up the regular checkout flow.
4.Provide a Range of Payment Methods
Just as providing your customers with more options when they’re checking out can make their lives more convenient, it’s also helpful to provide a range of payment methods. While offering more payment methods can mean spending more money on a comprehensive payment processing system, it does mean you can reach a wider audience with specific preferences.
When deciding which payment options to implement as part of your secure checkout flow, pay attention to the preferences of your target audience. Ask yourself whether PayPal is more important than a buy-now-pay-later service like Klarna, or whether you just need to offer secure credit card options. You can even use polls to ask your customers if you’re not sure.
Speaking to your audience about their preferences can be an excellent way to upgrade your checkout flow best practices with direct insights.
When talking about payment methods, we need to take in to account what can go wrong. The most common thing is – payment disputes and account suspensions. So how can you avoid them?
Mainly, by building a strong customer service team that enhances your customer relationship and increases customer loyalty, by creating a clear return policy, shipping policy, and providing order tracking.
Another useful tool that helps avoiding disputes and account suspensions is Paltrack. Paltrack automates 100% of the process by syncing tracking information of fulfilled orders from your Shopify store to your payment gateway.
Check more information about Paltrack here https://blog.partnerswire.com/how-paltrack-helps-you-avoid-paypal-disputes-and-paypal-account-suspensions/
5.Save Carts Automatically
With mobile shoppers abandoning their carts around 85.65% of the time, even if you have the perfect ecommerce checkout flow, there’s a chance your customers won’t finish the purchasing process. To minimize the negative repercussions of this, it’s important to save checkout details automatically.
Auto-save the items your customers keep in their baskets using cookies, so if they decide they want to return later, they don’t have to go through the process of finding everything again.
Once you do convince your customers to complete a purchase, you can also ask them whether they’d like to save additional details for use later, like their preferred payment details, or the address they want their products delivered to.
Upgrade your Checkout Flow Design
Getting the checkout process flow just right can seem like a complex process at first. There are a number of things that can contribute to a poor checkout flow UX, from clunky forms that don’t work well on mobile devices, to minimal payment options.
Fortunately, with the tips above, you can start enhancing your customer’s checkout experience in no time. Don’t forget, it all starts with the right approach to personalized, engaging purchasing journeys. Connect with Dialogue today to find out how you can enhance the customer journey from start to finish.