When it comes to user experience in eCommerce, the checkout is the final stage in the overall process, so, ultimately it better be a good one. Delivering a seamless point of sale is crucial, however many online businesses are making glaring errors. One of our lovely comms girls Lowri asks, are you one of them?
Delivery is a huge part of a user’s journey and the checkout experience must be a smooth, pleasant and uninterrupted one at that. Research shows three seconds is all it takes to lose a customer and when it comes to eCommerce, patience is absolutely not a virtue. The market is massive and the competition is fierce; as an online retailer, you have to be the best.
With £10bn spent online last year alone, businesses in eCommerce must step up their game to beat off competition and ensure their site is revisited again and again, and again. A study by RJ Metrics found that loyal, retuning customers spend three times more per order than new customers; proving that the checkout experience can have a detrimental effect on user experience.
According to Tom New, co-founder of Formisimo, over the past four years shopping cart abandonment consistently stayed above 68%; a shockingly high statistic for online business owners.
Tom re-iterated: “Losing a customer at the checkout is criminal. You work so hard for your customers to get to that checkout point, so losing them is tragic. Two thirds of people that start to complete online checkout abandon it. Get the basics right. Make sure your users can save their details. Otherwise it can cost your business a fortune.”
Shopping cart abandonment continues to affect eCommerce on a global scale; don’t allow your company to be one of them. Here are some top tips from our round table experts on how to make sure your customer doesn’t abandon that final, crucial stage.
Top Tips for a Smooth Checkout Transition:
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