The checkout is the phase between the shopping cart and the order confirmation.
It’s therefore a crucial step for any ecommerce site. Without an intuitive and fast checkout, many orders can be abandoned.
The implementation of the checkout on an online store requires great attention.
The checkout is an essential element, present on all ecommerce sites.
During this phase, certain information is requested from customers. It's at this time that they identify themselves, if they’re already a customer, or that they create an account, if they’re still a prospect.
Thus, the checkout also makes it possible to enrich a customer’s file. It’s also at this moment that the internet user chooses their delivery method and fills in their address.
Finally, they validate their online payment method and confirm their order, receiving an email confirmation shortly after.
But then, how do you avoid shopping cart abandonment during the checkout process? The main idea is not to discourage the customer.
The identification or registration step must be quick. It’s important to find the right balance and not to ask for too much information.
Similarly, the shipping cost is also a crucial element. If it’s too high, it tends to discourage the customer.
Moreover, to avoid too many cases of cart abandonment, it’s better to indicate the shipping cost directly on the product presentation page.
This way, the internet user knows right away what to expect and is prepared to pay these additional costs.
Finally, the payment step must be as clear and reassuring as possible so as not to discourage or scare the customer. Clearly display the variety of options you offer for shoppers to make payments and check that the fields for entering card details, for example, are easy to understand.
You should also know that, like any page on a website, the checkout phase can be analyzed.
Analysis tools exist and allow you to optimize it.
Thanks to an in-depth study of this process, you’ll be able to convert a maximum number of shopping carts into orders and increase your revenue
Your profitability and the sustainability of your business depend on it. So never neglect your checkout!
