How to improve your checkout experience for customers
How to improve your checkout experience for customers

How to improve your checkout experience for customers

This post was most recently updated on December 22nd, 2021

When you run an e-commerce store, you need to make life as simple as possible for your customers. Any distraction or delay in the process could cause them to shop elsewhere. That’s why the checkout process is absolutely crucial to get right. Here’s how to improve your checkout experience for customers.

Make buyers feel secure by minimizing their risk

When a customer walks into a physical store, the risk is very low. They can touch the product, they speak to a real person at the checkout, and they know where to come if they have a problem. E-commerce is different. The element of risk is heightened. That’s why you need to minimize their risk as much as possible. To do this, you need to put yourself in the customer’s shoes. For example, a customer will feel safer if you provide a secure checkout option. They will also feel safer if you make your returns policy very clear from the start. On top of that, you can provide 24/7 live chat, so they can ask any questions they need to before making the purchase.

Give buyers a reason to trust you

When buyers shop at a new e-commerce store for the first time, they are actively looking for trust signals. This can be anything from customer reviews to the address of the business. The more trust signals you can provide, the more likely it is that a website visitor will convert into a sale. Research the appropriate trust signals for your e-commerce store and provide as many as possible.

Tackle the buyer’s psychological resistance

Understanding the buyer’s psychological resistance is key if you want to improve your checkout process. For example, if your checkout page takes too long to load, the buyer might leave the site and look elsewhere. Therefore, you need to ensure your site speed is optimized. You should also consider the complexity of the checkout experience. From a psychological standpoint, the more complicated the checkout process is, the less likely visitor will be to buy.

Make payments easy 

Offering an easy payment method is essential to increasing conversions. The more difficult it is, the quicker customers will decide to shop elsewhere. You should allow for the most common methods of payment (Visa, Mastercard, Paypal, etc.) and include Apple Pay and Android Pay for mobile users. You should also check out payment processing solutions by Accredited Interchange for a comprehensive solution to your e-commerce payment system. 

Create urgency 

Urgency is one of the biggest factors in e-commerce conversions. If a customer feels like they are running out of time to buy, they will make a quicker decision. This encourages spontaneous purchasing as well. You can create urgency by advertising low stock levels and short-term offers. 

Remove all distractions

During the checkout process, you want buyers to be as focused as possible. That’s why you should keep distractions to a minimum

Remove pop-up ads, reduce the clutter on the page, and keep the process as simple as possible. The fewer distractions on the page, the more customers will be inclined to complete the purchase. 



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