42244 2 3 econsultancy_xml For instance, customers <a href="/blog/1242-philfing-irritates-web-shoppers">hate finding out about any hidden charges/delivery costs</a> at the last minute, so making this information clear at the beginning of the process can prevent many from bailing out. <p>Our <a href="http://econsultancy.com/reports/online-retail-2007-checkout-special">Online Retail Checkout Special</a> has a number of tips to improve the flow of the checkout process and make it as smooth as possible to minimise abandonment and increase conversions. Here are a few: </p><ul><li><strong>Make the process clear and appear simple</strong>.<br />Make sure the customer knows what to expect from the checkout process, how long it will take and what details are required. Giving some visible signs of progress through the stages also helps, as in the example below. </li></ul><p><img alt="" src="http://farm2.static.flickr.com/1249/1136238257_2f89bbe328_o.png" /><strong><br /><br /></strong></p><ul><li><strong>Enclose the checkout process<br /></strong>This means removing all links to any parts of the site other than the stages of the checkout process, to focus the customer's mind. Once in the checkout there should be only one place customers can go - purchase confirmation. <br /><br /></li><li><strong>Make the process navigable without loss of information</strong><br />Customers may need to make changes at different stages, so making it possible for customers to go back and forth through the process without losing any of the details they have already entered is vital to minimise frustration. <br /><br />Back buttons on the form, which save data when clicked, are a good way to achieve this, and save customers from losing information by pressing the back button on their browser. Enabling them to use the browser to navigate through the checkout and still not lose data would be even better. <strong><br /><br /></strong></li><li><strong>Reinforce <a href="/blog/1288-establishing-trust-in-the-buying-process">trust in the checkout process</a><br /></strong>Don't give customers any doubts over this, so display clear signs of server security, and third party verification logos. The company's full address and phone number should also be provided, as well as links to information on terms and conditions, delivery and payment. <br /></li></ul><p><strong>Further reading:</strong><br /><a href="/blog/1378-interview-mike-baxter-on-checkout-best-practice">Interview: Mike Baxter on checkout best practice</a></p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/">For instance, customers <Link URL="/blog/1242-philfing-irritates-web-shoppers" Window="Self">hate finding out about any hidden charges/delivery costs</Link> at the last minute, so making this information clear at the beginning of the process can prevent many from bailing out. <Paragraph>Our <Link URL="http://econsultancy.com/reports/online-retail-2007-checkout-special" Window="Self">Online Retail Checkout Special</Link> has a number of tips to improve the flow of the checkout process and make it as smooth as possible to minimise abandonment and increase conversions. Here are a few: </Paragraph><List Type="Disc"><ListItem><Emphasis>Make the process clear and appear simple</Emphasis>.<LineBreak />Make sure the customer knows what to expect from the checkout process, how long it will take and what details are required. Giving some visible signs of progress through the stages also helps, as in the example below. </ListItem></List><Paragraph Align="Center"><Image Source="http://farm2.static.flickr.com/1249/1136238257_2f89bbe328_o.png"></Image><Emphasis><LineBreak /><LineBreak /></Emphasis></Paragraph><List Type="Disc"><ListItem><Emphasis>Enclose the checkout process<LineBreak /></Emphasis>This means removing all links to any parts of the site other than the stages of the checkout process, to focus the customer's mind. Once in the checkout there should be only one place customers can go - purchase confirmation. <LineBreak /><LineBreak /></ListItem><ListItem><Emphasis>Make the process navigable without loss of information</Emphasis><LineBreak />Customers may need to make changes at different stages, so making it possible for customers to go back and forth through the process without losing any of the details they have already entered is vital to minimise frustration. <LineBreak /><LineBreak />Back buttons on the form, which save data when clicked, are a good way to achieve this, and save customers from losing information by pressing the back button on their browser. Enabling them to use the browser to navigate through the checkout and still not lose data would be even better. <Emphasis><LineBreak /><LineBreak /></Emphasis></ListItem><ListItem><Emphasis>Reinforce <Link URL="/blog/1288-establishing-trust-in-the-buying-process" Window="Self">trust in the checkout process</Link><LineBreak /></Emphasis>Don't give customers any doubts over this, so display clear signs of server security, and third party verification logos. The company's full address and phone number should also be provided, as well as links to information on terms and conditions, delivery and payment. <LineBreak /></ListItem></List><Paragraph><Emphasis>Further reading:</Emphasis><LineBreak /><Link URL="/blog/1378-interview-mike-baxter-on-checkout-best-practice" Window="Self">Interview: Mike Baxter on checkout best practice</Link></Paragraph></FormattedContent> 2007-08-16T12:32:00+01:00 2 1 econsultancy_xml <p> <strong>Just under 50% of online customers abandon their purchases during the checkout process - one of the biggest causes of lost revenue for online retailers.</strong> </p> <p>While many of the reasons for this are beyond the control of the retailer, such as comparison shopping by users with no intent to buy, there is still much that can be done to reduce <a href="/blog/1459-why-do-customers-abandon-the-checkout-process">abandonment rates</a>. </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Just under 50% of online customers abandon their purchases during the checkout process - one of the biggest causes of lost revenue for online retailers.</Emphasis> </Paragraph> <Paragraph>While many of the reasons for this are beyond the control of the retailer, such as comparison shopping by users with no intent to buy, there is still much that can be done to reduce <Link URL="/blog/1459-why-do-customers-abandon-the-checkout-process" Window="Self">abandonment rates</Link>. </Paragraph> </FormattedContent> false 1646 <p>Econsultancy have published an <strong><a href="http://econsultancy.com/reports/online-retail-2007-checkout-special">Online Retail Checkout Special</a></strong>, which covers online checkout best practice in detail.</p> <p>Econsultancy have published an <strong><a href="http://econsultancy.com/reports/online-retail-2007-checkout-special">Online Retail Checkout Special</a></strong>, which covers online checkout best practice in detail.</p> 364036 Tips on improving the checkout process false 2007-08-16T14:51:00+01:00 tips-on-improving-the-checkout-process 2009-04-29T20:46:48+01:00 2009-10-13T09:16:13+01:00 770