FIGARODIGITAL.CO.UK
SUSANNE WRAIGHT Head of UX Consultancy RedEye
Time For A New Checkout? It’s time to take your checkout from functional to fantastic. I
t’s always a good idea to spring clean your digital strategy. What better place to start than giving
your website a makeover that actually helps your customers on the journey to making a purchase?
Keep It Simple
The best place to start is by going back to basics and remembering that when it comes to checkouts, simplicity is key. Let your customer save and come back to their basket when they want, or let them quickly checkout as a guest if they are in a rush. If your customer has to stop and think during the checkout process, you are giving them the opportunity to abandon their purchase. Ensure you order your checkout logically, grouping things like billing address and payment details together, as this makes sense to the user. What’s worse than a user deciding
to save their basket and come back later? Not making a purchase at all! Allow your customers to edit their basket with ease and maybe even save it for later. Also, think about how long you’re keeping items in the basket for customers - there’s nothing worse than spending ages deciding what to buy, only to come back and find your online basket has been cleared.
Simplify things even further and
allow your users to skip the lengthy sign up process and jump straight to purchase! The fear of too many passwords and too many marketing emails means some users actively avoid creating accounts. Another feature that helps to simplify the buying process for your mobile customers, who want to pick up from store, is ensuring you offer
‘use my location’ functionality. Similarly important is the postcode finder, which UK audiences have come to expect rather than having to type out their full address. No postcode finder means the user must complete extra fields, which can be off-putting.
Be Upfront
Honesty truly is the best policy. Unexpected costs at the checkout have long been the number one reason for checkout abandonment. As the number of ways you can have your product delivered grows, so does the complexity of the costs that need to be displayed. Users expect to be able to compare the cost of delivery, with the convenience of click and collect for their order. Amazon, for example, currently offers four different pickup options. Without displaying this in a clear and concise way, users would be utterly confused. Remember customers are
savvy! They react badly if they feel they are being duped by surprise costs or lengthy delivery dates that are displayed late in the process.
Reassure To Ensure No Abandonments
Since the age of the mobile, many users have had concerns about purchasing on their devices. Having to pull out your credit card whilst out-and-about is liable to put people off buying via smartphone. One solution to reassure your customers is to use an online
payment service such as PayPal. PayPal claim that adding them to a website’s payment options can increase conversion by on average, 3 per cent. Apple launched something very similar with Apple Pay in 2016. Another way to
reassure your customers is to be upfront with them! Everyone worries about security online, but many users aren’t sure what actually makes their online activity secure. Using symbols like padlock icons or terms like ‘Checkout securely’ provides users with the confidence that you’re taking their concerns seriously and are doing
everything you can in the background to keep
them safe. Clearly marking the exit is also something you should seriously consider. The temptation is often to do everything in your power to keep users within your checkout. Let’s be honest though, if it’s easier to leave a site entirely than exit the checkout process to add another item to your order, users will quickly take the path of least resistance. You can’t make people buy from you, but you can make them leave the site, and that’s something no one wants!
redeye.com
44 issue 30 summer 2017
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