The checkout page is crucial when it comes to an e-commerce store as it helps in driving conversions. The customers have come through all the way to the checkout page because they are interested in your products. Now, it is your job to make the checkout process comfortable so that you can efficiently complete the sale. Abandoned carts are a major hindrance for the final conversion and the reasons for customers not completing the checkout page are many. Let’s have a look at some of the checkout errors that can affect your conversion rates, and how to fix them.
Not displaying extra costs initially
One of the reasons for abandoned carts is the additional costs are shown only during the time of checkout. If the customers find the extra costs like shipping are high, the chances are high that they don't complete checkout. The additional cost can be anything like shipping cost, tax or any other free that was not mentioned in the beginning. The best thing to fix this is to be transparent about the extra charges so that customers have a clear about what to expect.
In every e-commerce store, there must be an option to calculate shipping charges and other extra charges beforehand. If you ship worldwide, it is important to give the customer option to calculate shipping charges on the product page itself.
Account creation for checkout
Making it necessary for the customers to create an account to checkout is another reason why people abandon the checkout cart. Some e-commerce sites even ask customers to complete email verification after creating an account to activate it. These unnecessary steps might result in abandonment of shopping cart. If you want to increase your conversion rates, it is better to add a guest checkout option. By this way, it is easy for new customers to complete their transaction without creating an account.
Absence of trusted seal symbols
Trust is important when it comes to making an online transaction. Although your site has an SSL certificate, it will be good if you can display trusted seals like Norton, McAfee, BBB, TRUSTe to reduce customer anxiety. If you display security seals on the checkout page, it is an assurance that customer information will remain secure.
Not providing multiple payment methods
Offering multiple payment methods in your ecommerce site is critical, especially if you ship internationally. If you ship worldwide, lack of multiple payment methods can turn down your customers as they find it difficult to figure out a convenient mode of payment. Provide the option to use debit cards, credit cards, Apple pay, PayPal and popular E-wallets to meet the needs of your customers.
These are some of the checkout mistakes that can affect your conversion rate. The primary focus must be on giving a pleasant shopping experience to your customer’s. Give importance to the needs and convenience of your customers so that they always return to your store.