More and more trade goods and services online. Turnover for online stores is increasing continuously, and new online stores are still coming. In addition to the increased online competition, online stores are struggling to make people actually carry out a purchase. According to the Baynard Institute more than 60% leave the online store when they have to pay.
Why is not a purchase made when you have come so far to pay?
It is not surprising that technical failures are one of the reasons that causes the user to not continue the process. According to the Statista the most common reasons are that the web store crashes (24%) or that they load too slow (15%). Changes the user makes in the number of items, sizes, variants and shipping method must be visible right away – not after the next browser update. Nobody wants to enter sensitive payment information in a solution that seems unstable and slow.
Although it’s absolutely unnecessary to lose money on these things, it’s often not the main reason why users do not trade. More than half (54%) leave the payment because they are presented at a cost they are not expected. If the reason is not price-related, users find that the process is too long or complicated.
What is a good process when you get paid in an online store?
The shopkeepers often forget are: When a user has been paid, there is security that matters – no sales.
So what is it that gives safety?
First of all, one must have a simple and understandable structure at the store and a good design of the whole process.
Visible steps, easy and clear language throughout the process and a good overview of what the user should order should be standard. Often, for example, The order summary disappears when the user continues in the purchase process.
Can you expect a user to continue without knowing:
- Has the system been added to the correct number?
- What is the shipping cost?
- What delivery options are there?
- What really costs everything now?
Even worse: At each click, the customer is wondering whether he has already ordered or if there are several steps. If the customer has to leave the payment to get this information, chances are that he will not return.
When the customer is to pay, he / she needs your supportive hand and comfort. There is often not much to do. Amazon, for example. Displays a message to user “You can still check your order” on every page of the checkout. Here are the small details that count – whether it’s design, language, symbols for “Safe e-commerce” or just a simpler structure.
One-page check-out – is that a solution?
I often hear: “Can not we just use a one-page checkout then?”. Yes, sure, but there is no guarantee that the results will be better. Several UX-studies have already shown that the number of clicks is not critical. As long as the user knows they are on the right track, more clicks can actually simplify the process for the user and increase conversion. Therefore, it is important that designers and UX experts decide what appears in the checkout process – not necessarily the sales department considering sales.
Of course, it is tempting to use the payment process for resale. Not least because the customer has already made a purchase decision. Who has not gone to IKEA to buy a light bulb, then go out with batteries as well. What has never happened to me is that I have also gone out with a new bed or that I have purchased two different light bulbs for the same lamp. Any offer you give to visitors who have been paid gives potential uncertainty for them and at worst, the process stops completely. It’s fine if I get deals for batteries for the headlamp I want to buy, but do not show me other options for headlamps or a campaign newspaper.
The same goes for discounts. Discounts are often a good means to help customers over the last barrier. But where do they find the discount code? Do they have to go to another website first? Do they have to find a newspaper / flyer where the code was written? Should it really be necessary that the customer manually enter the code in the checkout process?
It is much easier if the discount is added automatically based on predefined rules. If not, the effect is quickly different from what the shopkeeper wishes.
The registration that kills conversions
It is not to avoid that customers have to fill in any of the information manually. But it must be as simple as possible and the forms must ask only about information shopkeepers really need. A functioning “Tab” function or automatic completion and corrections of typing errors in the address can simplify the registration for the customer.
Registration the first time you shop
Should a user sign up in the first step or should there be an opportunity at a later date?
We know that the registration results in increased escalation from the box. Although it is a value in the registration, it is usually not necessary to complete the trade. I find that multiple online stores require registration or offer sign up for newsletters when the customer is going to pay without having a branding strategy, tactics campaign or remarketing campaigns after the purchase. Then the registration has almost no value anymore.
Each online store is different … with different requirements and / or limitations. But it will pay to look at all the details of the payment process. Small changes can significantly increase conversion.
Top 10 errors in online stores when the customer has to pay
- All fields are emptied in the form when user has not filled out a required field.
- Checkout is not responsive and you can not scroll (Not possible to make a purchase on small screens).
- The page is updated and the fields are emptied after the customer has added a discount code.
- Passwords are required in a certain format, but it is not explained how it should be.
- Wrong currency in shopping cart / checkout.
- Redirect from payment does not work.
- Postcode / Location can not be found in the system, even if it is correctly written.
- The overview is not updated after changing the number of items.
- No order confirmation after payment has been made.
- “Forgot password” function does not work.