The cart page performs the duties of a lead-maker, whereas, the checkout is the deal-binder. Both are the significant parts of a buyer’s journey. Improving them simply means streamlining the buyers’ passage towards absolute purchases.
However, the tricky part is deciding how to improve these pages for higher usability and conversions. The marketers and webmasters pick from various strategies as every method has its assets and liabilities.
The selection from any of these depends on your specific business needs and the general rules you need to implement. For your ease, I am sharing some of the proven techniques that can help you achieve the goal to simplify the cart as well as the checkout page.
It may start by introducing a mini cart to your online audience and extends to customizing the checkout page with useful features. Have a look at each point one-by-one below.
1.Add a Mini Cart
A customer may forget the items he or she adds to the cart, or sometimes, he may accidentally add some of the products to the cart. To view the items in the cart, they need to click the button and land on a separate page.
You can improve the user experience by shortening the process with a mini cart. This keeps on informing the customers about their product selection without even clicking the icon. The Magento 2 Mini Cart extension serves exactly the same purpose. It is an impressive tool that displays the product name, amount, quantity, and total value in a cart popup.
The tool is specifically for the eCommerce websites using Magento; however, you can find alternative solutions according to the platform in your use.
2.Modify checkout fields for ease
There are usually tens of fields on a conventional checkout page. It is not necessary to keep showing the fields that are not relevant for your potential customers. Facilitate your customers with a short and concise checkout page that only show the related fields. As a result, this improves conversion.
The eCommerce stores can either alter the code to remove or add custom checkout fields for better usability or seek assistance from off-the-shelf plug-ins and extension. Doing it with a plugin is quick and easy as you come to know the addition of different types of options.
3.Add checkout success message
Making the checkout process better is not limited to the collection of personal and financial details, as it extends to the order success page as well. For a while, imagine, if you place an order but you are not intimidated about it, what will your perceive? You may suspect as if the order is placed successfully or not.
With a checkout success page, you can display a happy message to relieve your customers about the status of their order placement. Additionally, you can customize the Checkout Success page with a welcoming message or continue button to engage the customers in browsing the store further.
4.Allow guest checkouts
Isn’t it time-consuming to create an account on every random eCommerce store from where you aim to do the purchases? Will you like to create such accounts, and remember their login credentials? Surely, not. Similarly, the users need to quickly go through the purchases without bothering for registration.
You can ease your potential customers by allowing guest checkouts on your store where they are not required to share personal details and answer the irrelevant questions. If you are making the user sign-up a mandatory thing, the customers are more likely to leave your website. According to statistics shared in a post by BigCommerce, 35% of the buyers are reluctant to create an account and leave the cart page incomplete.
Compress the checkout process
A checkout page usually comprises multiple steps or phases. The user may find it irritating to wait for the next step to load after filling details in the previous one. This makes the entire process a daunting one.
Why not replace the multiple steps with a one-page or one-click checkout to ease your customers the more. The statistics I mentioned above also discusses that a complicated or exhausting checkout may result in higher cart abandonments.
5.Assure customers financial privacy
You might have installed SSL certificates, encrypting the connection, and comply with most of the security standards, but unable to gain credibility, why? The failure to display it all with security logos may be the main reason behind it.
Improve the cart and checkout pages by showing the secured payment logos to assure your customers that it is safe to share credit details here. According to a post by Small Biz Genius, about 61% of the online buyers leave the cart when they fail to find the trust logos on the checkout pages.
To optimize the cart and checkout, the core ingredient to keep in mind is providing the ultimate ease and comfort to the end-user. It can be with a mini cart popup, removal of unnecessary fields, or allowing guest checkouts. Decide among various personalization options that facilitate your target audience.