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3 Tips for Eliminating Friction at Ecommerce Checkout

2nd Sep 2016
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You can do everything right when it comes to guiding customers through the conversion funnel, but it’s all for nothing if you can’t get them to complete the checkout process. That’s why more and more ecommerce companies are turning their attention towards reducing friction at checkout.

Three Ways to Reduce Friction at Checkout

The conversion funnel can happen in a matter of seconds, or it can take months to play out. Regardless of the timeline, you can’t afford to get customers all the way to the bottom of the funnel, only to lose them before they click the “buy” button.

  1. Never Require Account Registration

The single biggest mistake ecommerce companies make at checkout is requiring shoppers to register for an online account in order to complete their purchase. When the average person sees that an account is required, they’re going to abandon their purchase, or at least attempt to find a similar product elsewhere.

An account registration may only take 30-90 seconds, but it’s the fact that you’re asking them to provide their email address, create a password, and verify the account – that’s a lot of effort. If you really do need people to sign in, consider offering social logins with Facebook or Twitter. This takes just a few seconds and can yield the same benefits on your end.

  1. Offer Interactive Tools

Certain products are simple to purchase online. For example, if you’re ordering a pair of scissors, you may read a couple of reviews and then make a purchase. There isn’t much that could go wrong. However, when it comes to expensive items or customized products, this is where some additional friction begins to creep in.

Take shoes as an example. While everyone knows their shoe size, the reality is that sizes vary based on brand and material. This makes purchasing shoes online a fickle process. One way online shoe retailer KicksUSA reduces this friction is by offering an interactive Fit Finder tool that calculates a customer’s true size. Could you offer some sort of interactive tool that allows you to reduce friction within your purchase process?

  1. Be Up Front With Pricing

People want to know that the price they see on the sticker is the price they’ll pay at checkout. From an ecommerce perspective, you need to understand that pricing transparency is a key component of reducing shopping cart abandonment.

We’ve all been there before. You see a t-shirt that’s advertised at $10 and you throw it in your cart. You then move through the checkout process and suddenly see that the actual total is $18. What happened? Well, the company failed to mention that taxes and shipping costs would also be included. So, you’re now being asked to spend 80 percent more than you originally anticipated. Most people will cancel the transaction and move on.

Make sure you’re up front with pricing. You can’t afford to spring additional charges on customers at the last minute and then expect them to pay. If shipping will be added – or if a threshold needs to be reached in order to qualify for free shipping – clearly advertise this on sales pages.

Maximize Your Conversions

It requires a lot of time, effort, and even money to attract customers. Once they make it to the checkout page, you need to ensure they stick around long enough to click the “buy” button and convert. If you aren’t focusing on the various friction points that exist in your checkout process, then you’re probably missing out on sales.

Think about these tips and actively work to grow your conversion rate one customer at a time.

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