To minimise abandonment rates, a good checkout process should be able to deal smoothly with any unanswered questions before customers pay for their items.
I've been reading an article by Brendan Regan on the FutureNow blog, in which he looks at five questions that customers may have in their minds when they reach the shopping cart, though he is referring to the checkout process as a whole rather than just the shopping basket page.
These questions (setting aside delivery costs) are:
- What alternative payment methods are offered?
- Is the site safe and secure to buy from?
- Why are you asking this information?
- Do I need to register to purchase?
- Can I review my order before purchase?
Some of these questions should probably be answered before the checkout, as removing any doubts in customers minds should help them concentrate on the business of paying for items.
For instance, if a shopper comes to a website and doesn't have a credit or debit card to pay with, they will want to find out if PayPal or some other method (which may be an issue for many shoppers) is offered before spending time browsing and selecting products.
However, information and reassurance about this and the other issues can be provided during the checkout without providing too much of a distraction for shoppers.
This information is best conveyed to customers by listing logos at the bottom of every page on the site, or by providing a clear link so that customers can check for this when they first arrive at the site.
For those customers that still require this information on the basket page, TopShop provides a good example of how to do it, with symbols showing the various payment options:
Is the site secure?
There are plenty of factors before customers get to the checkout stage that will help them decide whether to trust a website with their money. As this survey suggests, the retailer's reputation, as well as the look of a site makes a big difference to purchase decisions.
Still, there are things that retailers should be doing during the checkout process to answer any lingering concerns over security. Simple logos should be enough to reassure most customers, with links to further information provided for those that need it.
Here, TopShop provides visual reassurance in the form of the Verisign logo, while further info is provided via a link at the bottom of the page:
Why do you need this information?
Some customers may wonder why email addresses and phone numbers are required, as well as any other information they my be asked to enter, though any unnecessary questions (date of birth etc) should be avoided to shorten the process.
In this example from Glasses Direct,an explanation is provided next to the email address and phone number boxes, explaining why they are needed and what they will be used for:
Do I need to register?
While it may be wiser to avoid registration, or at least to make it voluntary, it should be made clear what is expected of users at this stage. If registration is optional, it should be explained that they can choose to set up an account later in the process if they want to.
If, as on Play.com, it is compulsory, then the reason for and benefits of registering should be laid out. It may also be an idea to mention special offers as an incentive also:
Can I review my order before purchase?
Before finally pressing the confirm button, some customers may just need to check their order to make sure that the items selected are correct and the price and delivery charges are what they expect to pay.
In the example below from Amazon, the progress indicator at the top makes it clear that there is one more step in the process before confirmation:
There are other ways to deal with this issue though, such as providing a reminder of the contents of the shopping basket and total charges throughout the process, as Quizclothing does.