This is one of the harsh realities of ecommerce websites: Most of them fail when it comes to check out process making it seem complex for users to complete their shopping. A report released recently says at least 59.8% of potential customers at New York abandon their shopping cart.
In this article, we’ll share fundamental guidelines titled ecommerce checkout usability- an insight to both clients and developers.
Typical Mistakes Preventing Ecommerce Purchases
Force Registration before Checkout: Being ecommerce sales conversion killer by requiring a registration is a sin. After clicking the ‘checkout as guest’ button the user needs to be taken directly to the checkout process.
Using Contextual Word: “Continue”
The term “Continue” is ambiguous and tends to confuse customers as in like continue shopping or continue to check out. Instead use words that aren’t open to interpretation as in like “Check out now” and “Shop more.”
Neglect A Checkout Progress Indicator: A progress indicator increases the likelihood of initiating the transaction process whilst decreases the chances of shopping cart abandonment half way through the process.
Blurred & Lengthy Display: A large number of forms can be daunting and can turn the consumer off.
Repeated Questions: In most cases, shipping and billing addresses are the same. Then, why do many eCommerce websites ask for the same information over and over again and waste time.
Missing a Functional ‘Back’ Button
When it comes to eCommerce website development, it is generic to allow customers to return to the previous page and edit the items in their cart but without them having to re-enter all their shipping or billing information. Two ways to do this actually:
1. Introducing a functional ‘back’ button during the checkout process lets users to move throughout the checkout process without losing any of the information.
2. To allow the user to change quantity, size, or colour options during the checkout process.
As a whole, when shopping online, customers are very concerned with their privacy and the security of the personal information. And only a ‘secure checkout process’ can go a long way in garnering the trust of the website visitor.
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