Driving Conversions: Shopping Basket and Checkout

Chapter 6 of Ecommerce Best Practice: Converting Demand

At this part of the ecommerce customer journey, ensuring the path to conversion is clear for the customer is key. This chapter, with the use of examples, outlines the techniques that contribute to a smooth journey to the checkout along with strategies for ensuring the process is as intuitive and simple as possible.

17 minute read

Once the customer has made it to the shopping basket page, ensuring their onward journey is as smooth, simple and intuitive as possible is key. This chapter outline shopping basket and ecommerce checkout strategy, outlining all the elements site owners must consider. It covers:

The shopping basket: What techniques should the brand use to ensure the user feels informed and reassured throughout their journey?
Guest checkout: What are the benefits and drawbacks of offering guest checkout, and what option is right for the business?
Cart abandonment: What are the top reasons for customers leaving the checkout process, and what can marketers learn from them?