Ahh...the moment of truth! Your customer has loaded up her (virtual) shopping cart with all kinds of goodies, and now it’s time for checkout. Unfortunately, statistics show that she is more likely to abandon the checkout than to complete it. According to Shopify, nearly 68% of carts are abandoned, accounting for billions in lost sales each year. Of course, there’s no foolproof way to prevent customers from dropping off. However, streamlining your checkout process will undoubtedly encourage more completed sales, and to that we say: cha-ching!
1) Use a one-page checkout design
Every time your customers click “next page” in the checkout process, you’re giving them an opportunity to say “nah...I’ll do this later.” Consolidating your checkout into one page with multiple sections removes the possibility of page-by-page dropoffs.
2) Try “sticky sections” for displaying order totals
There’s something about the psychology of scrolling all the way to the bottom of the page to see an order total that creates a sense of sticker shock, regardless of whether or not that price is actually high. Instead, you should put the price at the top of your checkout page and use the new “sticky” CSS solution to pin the order total to the top or side of the page as the user scrolls down.
3) Set a default shipping method
As our theory regarding one-page checkout highlights: the less clicks you require of your customers, the more likely they are to convert. All of the top e-commerce platforms will automatically calculate shipping costs based on the customer’s address, but you should also define a default shipping method in your platform’s backend and then offer the customer a way (e.g. dropdown menu) to choose a different method. The more that you can do for your customers, the quicker they’ll get to that “Place Order” button.
4) Implement abandoned cart emails
This one is less about your website and more about your marketing strategy, but implementing automated emails for customers who abandon their shopping carts is a great way to recapture lost sales. Most major email providers with e-commerce integrations will have an out-of-the-box solution for this, but our email team at Longstreet can also help you set these up if you’re interested.
If you’re looking for the TL;DR version of this post, here’s a bullet-point recap of our recommendations:
- Eliminate pagination
- Put the total at the top
- Pre-fill shipping options
- Follow up w/ customers who drop off
Want help building a great checkout experience? Our dev team is up to the task.