A seamless checkout experience is one of the most important elements of a successful e-commerce business. While the variety of payment options at the last stage of online shopping is of a great importance and benefit for businesses, there are other elements to a superior checkout experience.
Mobile shopping-related searches increased 120% in the last year, but are businesses able to leverage the trend and cash in on the consumer behavior trend? Emphasizing the rise of m-commerce (global m-commerce revenue was estimated to be close to $500 billion last year with Asian countries accounting for almost half of that), Think with Google has recently published a report explaining the key elements to a successful m-commerce business where checkout experience plays a crucial role.
Let's look at data-driven suggestions for online businesses to deploy in order to create a seamless online checkout experience.
Data source: Think with Google
Allow shoppers to continue shopping after adding an item to the cart
Instead of forcing users to checkout the item right after it’s added to the cart, the report suggests that retailers should only notify that the item is in the cart and allow customers to continue shopping. In doing so, businesses gain an opportunity to recommend related products that users might like, possibly increasing the value of the purchase at the end.
The notification of the product being added to the cart has to come at no disturbance and without switching the screen, creating an opportunity to shop further with no hassle of downloading extra pages.
Let shoppers edit the cart
“Retailers should allow users to remove or adjust items in the cart easily and efficiently. When users accidentally add an item or add the wrong number of an item, they can become frustrated if they can’t make corrections intuitively and easily from the cart itself,” the report suggests.
At the final stages, the user may change his/her mind and needs to have an opportunity to make corrections seamlessly. When not presented with the way to easily adjust the quantity of items in the cart by using the quantity selector, the user may grow tired of complex alteration and abandon the cart altogether.
Resurface promotions, deals and coupons at checkout
There are plenty of reasons why shoppers may abandon the cart. Search for coupons, sales deals, promotions, etc., is one of them. To keep the customer at the checkout point and make sure they follow through, retailers are recommended to offer promotions/coupons that can easily be applied right at checkout.
Let users purchase as a guest
The ability to finalize the purchase as a guest is probably one of the most important elements of a seamless experience. The necessity to register to complete a purchase is a big turn-off and the vast majority of retailers do offer a guest checkout option. As Google suggests, the guest checkout option removes friction from conversion and gives users control.
“Creating an account which allows users to track purchases, receive special offers, or make the purchasing experience more efficient in the future can be recommended to users after the checkout process.”
Show users the checkout process is secure
In the light of increasing privacy and security concerns over the last years, cybersecurity may become of the hottest industries globally by 2020. No wonder that customers need to be reassured that their personal information will be transmitted securely.
“Ensure that your site or app is secure by following modern data security best practices (like https and password encryption) and providing a visual security indicator. Apps and mobile sites without a security indicator give users a pause as they complete the checkout process.”
The research suggests that the lock icon, security information, and the option to learn more about security provides assurance that the merchant is protecting the user’s privacy and security.
Provide multiple third-party payment options
As we have emphasized before, a variety of options is ensuring frictionless, secure and convenient shopping experience when shopping online across devices. PayPal, Apple Pay, Android Pay, gift cards, prepaid cards, Google Checkout and a variety of other options led to the expansion of online purchases share in total sales volume and facilitated new players to enter the space as companies saw the increasing usage of different options.
As a result, user expectations now require retailers to offer a variety of checkout options to relieve users from the pain of filling out additional forms during checkout and provide an increased sense of security. As the study suggests, multiple payment methods give the user choice and control.
Provide a detailed summary after purchase
It should not come as a surprise that it is necessary to provide the customer with a full, accurate summary of a purchase to reassure in the secure completion of the purchase.
“Users like to check that no mistakes have been made. Provide a detailed transaction summary with all the information that a user might need to verify the order. Then allow users the ability to correct any errors by providing clear details of how to do so after the purchase.”