checkout design

Insurance sites need to work on their checkout processes

Last week we published a post looking at some of the world’s best ecommerce checkouts to see what we could learn from them.

They came from a range of industries, though they all sell consumer goods such as clothes or electronics.

One of the commenters noted that it would be useful to take a more targeted look at other industries, such as utilities, banking or insurance.

By coincidence, I’m in need of a new contents insurance policy so thought I’d murder two birds with one stone by reviewing the checkouts as I shopped around for quotes. 

Mobile checkouts: how user-friendly are the top 10 US retailers?

An effective, user-friendly mobile checkout requires a fine balance, as retailers need to present all the necessary information to encourage a sale without cluttering the pages and making them difficult to navigate.

In my experience the best mobile checkouts tend to be those that have stripped out any unnecessary information and data fields so customers can make a purchase as quickly as possible.

In the early days of m-commerce retailers presented mobile users with a version of their desktop checkout, so fields were too small and CTAs were difficult to click.

Times have thankfully changed, but I thought it would be interesting to see how the top US retailers have designed their mobile checkouts to see how user-friendly they are.

Here’s a quick recap of the criteria I evaluated using my Android smartphone…

Mobile checkouts: which of the top 20 retailers have upgraded in the past year?

This time last year I looked at the mobile sites for the UK’s top 20 retailers to see which offered the best checkout process.

I found that there were a number of common flaws, such as forced registration, but in general the standard was quite high.

However I was also surprised to see that eight of the retailers were still relying on desktop sites. 

As 12 months has now passed I thought it would be interesting to see whether the situation had changed at all and find out which retailers have made an effort to upgrade their sites.

Seven user shortcuts that will help reduce checkout abandonment

Checkout abandonment is inevitable on ecommerce sites as the plain truth is that some people simply aren’t ready to make a purchase.

However there are certain steps that sites can implement to limit the number of customers that dropout during the checkout phase.

The basic aim is to make it as simple as possible for your customers to hand over their cash, which means limiting the amount of form filling and offering shortcuts wherever possible.