Common Checkout Issues for eCommerce Stores
The convenience of online shopping is hard to deny. It bypasses all the annoyances of shopping at traditional retail stores – searching for products that may not be there, encounters with rude people, parking issues – but that doesn’t mean that online shopping is hassle-free. The online marketplace is highly competitive because it is so appealing to consumers. This means that in order for you to appeal to the largest possible customer base, your store needs to stand. Convenience is one way to do this, and one of the hallmarks of an easy-to-use store is a well-designed checkout system. Here are some issues you will want to make sure you avoid.
Lengthy Checkout Process
The most common checkout problem has to be an extremely long checkout process. When a customer is asked to fill a truckload of information, he often gets impatient and abandons the shopping cart. This results in many incomplete sales, and can tie up limited inventories. According to the Baymard Institute, over 67 percent of all online shoppers abandon their shopping carts. Why is half the number of online shoppers leaving in the middle of their purchase? This is because of various factors they may encounter during the checkout process, one of which is the long process.
To avoid this issue, do your best to make the checkout process one page long. While you need to have a secure checkout process, make sure that the customer is not filling out repetitive information. If possible, integrate common payment methods like PayPal or Square into the checkout process to make it more convenient for customers who prefer to use those methods. You can also opt for checkout by amazon for a smooth process as it has upgraded a new integrated solution.
Checkout totals that are shown in foreign currencies are another regular cause for shopping cart abandonment. According to Statistia, about 13 percent of the shoppers leave at the checkout stage because of this problem. Fortunately, is not that difficult to address. If possible, tie your customer’s preferred currency to his account information. That way, no matter where in the world you are selling, all your customers will see the currency they expect. Alternatively, include a widget in the checkout process that displays currency conversions. And, of course, make sure to match your default currency to the majority of your customer base.
Statistia states that 32 percent of people abandon their cart because of unforeseen additional costs. While customers do expect to pay shipping fees or taxes, even these are a source of irritation if they are too high. Additional handling fees, especially unexplained ones, are even worse from the customer’s perspective. They can drive away customers for good, and that is never a good thing. Customers who view their shopping experiences negatively will spread that view around, leading to a further negative impact on your store.
As a seller, try to keep hidden costs to a minimum. Where you display the cost of your products, try to portray the full cost of the product. It is generally better to include fees in the cost of the product, rather than adding them in at the end. Indeed, including estimated costs for shipping and taxes will be appreciated by your customers. This creates a sense of transparency and honesty that will enhance your store’s reputation. Whenever possible, be sure to explain fees fully. This includes higher-than-average shipping costs.
When you set up your checkout system, make sure to always keep your customer’s convenience mind. Think of the things that irritate and appeal to you when you use online stores. The checkout process will leave a lasting impression on your customers, so you want it to make a good one.