If you’ve ever been shopping online, you’ve likely had to give out your credit card details before clicking “Buy.” In Baymard’s 2021 Checkout Usability Study, 17% of cart abandonment is attributed to shoppers who weren’t confident in giving out their sensitive information on an ecommerce site. If you can make your customers feel at ease during checkout, they’ll be more likely to return to your store and buy again.
A slow checkout process annoys shoppers and adds friction to the conversion funnel. Only include necessary custom fields to avoid making the customer wait longer than needed. In addition, minimize the number of steps and eliminate unnecessary forms. For example, only ask for a phone number when it’s absolutely necessary (and never for marketing purposes). Accordion design and hiding form fields can also reduce the amount of time users spend filling out their information.
Adding live chat support on the checkout page can help your customers resolve any issues that may be preventing them from completing their order. However, it’s crucial that you have enough staff to respond quickly. Otherwise, you risk losing a sale.
Adding cross-sells and upsells to the checkout page can increase your average order value. For example, Bed Bath & Beyond has a popup that offers customers the option to “Email for order tracking” and “Get text alerts for your delivery on mobile.” This feature can make your customers feel supported throughout the entire buying journey and build trust in their decision to purchase from your brand. Fast checkout
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