Checkout page design: 5 tips on how to reduce cart abandonment and increase sales
Did you know that for most online stores, the abandoned cart rate (items added to cart but no purchase followed through) is usually around 80%? That is a huge part of store visitors, ready to buy from you, but for some reason, change their mind.
The reason why someone would abandon their items and decide not to make the purchase can include many things, but among the top three reasons is the checkout page design. If the checkout page design is too complicated for the customer, they are more likely to decide not to go through with their purchase.
Let’s lower that cart abandonment rate - keep reading to learn what to think about when designing your checkout page.
What is the checkout page
First of all, let us explain what a checkout page is: it’s the very last step the customer gets to when shopping online. This is where they choose a payment method and essentially start the transaction of the purchase. This is why this page is crucial - at this step, you’re making your sale!
Checkout Page Design - Best Practises
If you’re using an ecommerce platform like Stylehub, you shouldn't have to worry too much about the look and feel of your checkout page - it’s all done for you! Most big and professional ecommerce platforms have all the features you need and everything is created by experts, to make selling your items easier.
"Whoever said that money can't buy happiness, simply didn't know where to go shopping." — Bo Derek
Still, it’s always good for a store owner to know what a good checkout page looks like.
Here are the main things to think about when designing your checkout page:
Make it easy-to-find
Remember the fact that most of us, your customers included, don’t like to lose money. We want to be in control. We want to know exactly how much we are spending and on what.
One of the things you see on the checkout page is the total price of the purchase, taxes, shipping, and other costs. This is why you want the customer to have no trouble finding the checkout page.
Make it easy for them to find it by putting it on the top bar or on the side of your product pages. That way, the can also see the price changing while they add more products to their basket.
Make it clean and easy-to-understand
Once it’s easy to see, it should be easy to understand. You want to confuse the customer as little as possible by making all the steps of the checkout page crystal clear.
Focus on a clean design - don’t have too much going on. Clutter such as too much text and too many buttons will just make the purchase feel complicated.
Try to stick to the necessary information and cut down on the rest. It should be super easy for your customer to understand how to finalize their purchase. If not, they will be scared off and abandon their cart.
Minimize the steps
Related to less is more on the information part, make sure that the checkout process isn’t too long and complicated. Minimize the steps. In modern-day society, people have shorter attention spans than ever and less patience. Just like we don’t want to take a 100-question quiz just to find out if our partner is compatible with us, we don’t want to go through a 10-minute process just to buy some shoes.
Tip: To add that little extra to the checkout page design and also to the customer experience, add a “progress bar”. The progress bar clearly states how many steps the customer has left. This does not only clarifies the length of the process but also gives a nice little psychological feeling of accomplishment once the customer reaches the end.
Build trust with your customer
Make sure that the customer feels safe and secure while shopping on your site. Nowadays, we all have trust issues when we surf the internet, and giving out sensitive information and transferring money isn’t easy if we feel unsafe.
Secure site and encryption
You know that padlock you see next to the web address in your browser? That little symbol lets you know whether a site is secure or not. If the padlock is locked, the data that is transmitted between your computer and the browser is encrypted and therefore safe.
Do you see where we are going with this? Yes, you need to make sure that your site is secure. How do you make this happen? You get an SSL certificate which should be easy to obtain via your ecommerce platform. Make sure to take a look at your domain settings and it should be easy to fix.
If you think that this isn’t a big deal - think again. Most browsers warn users when they visit a page that isn’t secure, and you can guess how many visitors will click out of that page immediately.
Have you earned any badges lately? Showcase them on the checkout page! Any badge that endorses your brand can be useful.
Here are a few examples of trust badges that can help your customer feel safe while shopping on your site:
Everyone’s different and prefers to use different payment methods, especially if you have customers internationally. To increase your conversion rate and decrease your abandoned cart rate, support as many payment methods as possible.
This includes different types of credit cards, online payment such as PayPal, Stripe, Klarna, etc.
Just like the above, we all prefer different shipping options. It’s wise to be able to offer different types of shipping, from smaller budgets to larger budget options. Add logos that customers recognize to increase credibility. Examples: DHL, UPS, Royal Mail, etc.
Make your standard shipping quick
This might go against the tip above, but a lot of customers actually abandon their carts because the shipping takes too long, or is too expensive. Find a middle ground that offers a good shipping duration for a decent price, and add that as default. If the customer wants an even lower price and is fine with waiting longer, it’s up to them to choose.
Collect email addresses and recover abandoned carts
Now, even if you clean up your checkout page and make it look top tier, you will have some abandoned carts. Don’t worry, you can always recover some of them.
This is done by retargeting your customers via email marketing and ads on social platforms. To make sure you can retarget as many customers as possible, you want to retrieve their email address as soon as possible, before they leave your site.
Once your customer reaches the checkout page, they will most likely begin the process, even if they abandon it later. This is why you should ask them for their email in the first step.
Collect the emails of the abandoned carts, and send them a friendly reminder of the items they added to their cart. If they still don’t follow through with the purchase, send them another email offering something like a small discount or a free item. You should be able to recover some of the abandoned carts as many customers are just unsure and need a push to make a decision.
Last tip before you go
We said five tips, but here’s a bonus tip: when making your online store mobile-friendly, make sure the checkout page is too. Mobile users have often impulsed buying and might drop out even faster than other visitors. Here you have a smaller space to work on, so make it even cleaner and cut down on unnecessary information.
We hope you’ve learned something about checkout page design that will boost your conversation rate through the roof, or at least just a little to help your business grow. Good luck!