Why is an Optimized Checkout Process Important?

The checkout process is the most important part of any online shopping experience because it is when a potential customer becomes a buyer. Optimizing this process is crucial because if your checkout page is slow or burdensome then people will likely abandon their cart without completing the purchase. Some studies have shown that 97% of consumers have abandoned their cart partway through the checkout process because it was not convenient enough. By optimizing your eCommerce site’s checkout process you can reduce cart abandonment and ensure that online shoppers complete their purchases.


Show the Customer They Can Trust Your Site

Online scammers have made buyers wary of sites that seem low quality or have a lack of credentials. In order for customers to feel comfortable completing a purchase on your site, they need to know it can be trusted. You can do this in a number of ways. One of the easiest ways to appear trustworthy is to make the credit card payment section of your checkout page very noticeable. This will make your webpage similar to other trusted retail sites like Amazon. You should also be sure to clearly display any return policies and privacy policies as this will also increase customer trust in your website.


Another way to show potential customers that your site is trustworthy is to display SSL seals. A secure sockets layer seal, or SSL seal, proves to customers that their private information will be kept safe by an encrypted link between the server and the client.


Keep Your Checkout Process Simple

A simple checkout process is also crucial to encouraging customers to complete their purchases. If your checkout process is too complicated or takes too long to complete potential customers will abandon their shopping cart. Remove any unnecessary fields from your checkout page and streamline the process as much as possible. Some online retailers have taken this to the next level and offer one-click purchasing features for visitors with an account.


You should also offer as many different payment methods as reasonably possible. Digital payment trends have shown that online shoppers expect e-commerce sites to offer the payment method they prefer and will oftentimes abandon a cart if it is not available. Debit and Credit cards are the most common payment methods, but it would be wise to consider offering other options such as PayPal.


Autofill Customer Information

An added convenience for return customers that most online retailers are aware of is the autofill information function. This makes it easier for customers who have an account with your company or who have previously completed an order to make another purchase. This will encourage loyal customers to continue using your website rather than your competitors’. This includes remembering a customer’s shipping and billing information for future purchases. You might also consider implementing a USPS shipping calculator on your checkout page. A shipping calculator will make it clear to buyers exactly how much it will cost to ship their purchase, which will make your website appear more transparent and trustworthy.


Make it Mobile-friendly

In today’s world, it is essential for your online retail website to be mobile-friendly. Most consumers expect an e-commerce business’s website to be responsive and change according to the device they are using. In fact, Google is even beginning to prioritize mobile-friendly websites in its ranking algorithm. If your website is only optimized to be displayed on a desktop, then you are missing out on a vast majority of the online shopping market.


Remember Items From Previously Abandoned Carts

Unfortunately, statistics show that the majority of visitors will abandon their cart without completing the purchase even if your checkout process is nearly perfect. And while you can take steps to reduce the percentage of people who leave part way through their purchasing process, you’ll never be able to ensure that every purchase is completed.


This is why it is important for your website to remember the contents of abandoned carts and remind shoppers who return that they still have a partially completed purchase. This is known as a persistent shopping cart. With a persistent shopping cart, you can have a second chance at converting previous website visitors who have abandoned their cart into buyers.