how to guarantee more sales in your e-commerce? – WAU
Let those who never gave up completing an online purchase throw the first stone due to the large volume of information requested in the final stage. After all, users want everything “for yesterday” and any bureaucracy or delay in the transaction can lead to distractions and withdrawal. But the transparent checkout helps to avoid cart abandonment. […]
Let those who never gave up completing an online purchase throw the first stone due to the large volume of information requested in the final stage.
After all, users want everything “for yesterday” and any bureaucracy or delay in the transaction can lead to distractions and withdrawal. But the Check-out transparent helps prevent cart abandonment.
Of course, the entire consumer journey must be closely monitored. However, the conclusion of the purchase is the right time to take the lead by the hand, subtly, like a patient father who educates his son in the correct way – that of conversion!
Understand now how the optimization of Check-out is essential to increase your sales:
1. Understand what the Check-out
Check-out is the junction of check (check) and out (outside), which represents the act of discharging a process. It starts with the inclusion of the item in the cart, goes through the purchase checkout and ends with the payment approval.
Basically, this step aims to:
- Provide security: to let the user know that he is in a safe environment and enter personal data without any fear.
- Request basic information: the simpler, the greater the chance that the customer will not be discouraged due to excessive information.
- Provide guidance on delivery: after processing the order, displaying the delivery status is essential for the customer to know that the goods will be dispatched soon.
Even though it is a conventional aspect of online shopping that should not present any obstacles, 67% of users renounce their carts before closing a deal.
2. Meet the three models
Among the reasons for abandonment, salty freight and refusal to fill in very complex or tiring forms can be mentioned.
Check out the 3 types of checkout to solve these problems:
Check-out of a page
This model finalizes the purchase within the same page and became popular due to practicality. Any error in filling in zip code or billing data is identified and reported quickly.
The main advantages of this format is the design clean which avoids distractions, in addition to a report that displays only essential information regarding the order.
The problem is that it can intimidate some users when they click on the “Checkout” button. In addition, it is not possible to store the email address if the customer prefers to continue the transaction later.
O Check-out accordion (or accordion) resembles the “one page checkout”That you just met. However, there is more interactivity, since the fields are released as the user progresses in adding data.
It usually contains only three sections: personal details, shipping and payment method.
Among the aspects that stand out, is the prevention against distraction, since the topics are not displayed all together. Thus, there is an increase in the user’s focus when filling in one information at a time and the automatic modification of sections (in real time) if the person changes information previously included.
On the other hand, if the user clicks on the “back” button, he loses the information already filled in, causing an inconvenient rework. Another detail that deserves attention is the problems registered if the site is not adapted properly for access via mobile devices.
Despite this, 14% of the world’s top 100 online stores use accordion finishes, including Apple, as it helps increase conversions.
The Check-out multipage is considered the most used in all virtual stores in the world and has a five page process: login or register; personal data, delivery information, payment data and order confirmation.
Because it is well known among buyers, it is well accepted in digital commerce and the collected data is saved for later use in email marketing, for example.
The biggest problem observed in this model is the increase in the abandonment of carts due to the loading time of the pages and the demand for a lot of information, which generates long forms.
3. Discover the most common mistakes
You know the main types of online shopping, but you may have noticed that only the Check-out alone does not guarantee that the prospective buyer will remain interested until the end.
Regardless of the type chosen, follow some common mistakes to avoid in order to guarantee the success of this last stage:
- Require many steps: the ideal is three screens to finish obtaining products from the internet. So, simplify them.
- Do not transmit security: another reason that makes it difficult to complete the purchase is the absence of padlocks or security certificates in your store.
- Provide many escape routes: take care of the page design so as not to cause inattention, making it impossible for the client to finish the application.
- Hide decisive buttons: the buttons “Call to action” induce the user to take actiontherefore, do not leave them hidden. Increase the font size and invest in attractive colors.
- Confusing text: the final step should be free from too much “blah, blah, blah”. Prefer a simple and objective text for a quick and efficient reading.
- Few means of payment: another crucial item is forms of payment, which must be diversified. Include options like boleto, online debit and identified deposit, in addition to the darling credit card.
4. Increase sales with the optimization of Check-out
That said, it’s easier to prevent your sales from being dropped in half. Also remember that the consumer has the power in his hands – literally, as he researches, evaluates and buys the screen of his smartphone – and is increasingly demanding, impatient and thirsty for agility.
So, in addition to transmitting credibility and prioritizing speed and practicality, there are other foolproof strategies to finish off the cart right away:
- Responsive design: it is essential to adapt your website for quick access by any type of mobile screen.
- Ease: the user can buy while reading other sites, preparing lunch, watching his favorite series or taking care of the children. Ufa! People’s routine is increasingly troubled and the virtual universe is full of information to bombard them. So use factors that take no effort.
- Focus: remove unnecessary links, banners or headers that distract customers at the end of the negotiation.
- Instructions: elaborate examples and avoid long descriptions when filling in the fields.
- Effective payment: one last tip, but not the least, is to avoid systems that drive users away from your site when completing the purchase.
Okay, now you’re ready to promote the optimization of Check-out for your customers to close the purchase stage with a golden key! Take the opportunity to share this content with your friends on social networks!
This text was written by Thiago Távora, e-commerce consultant at iSET, a technology company that offers as a main solution a powerful 100% cloud e-commerce platform.