Скачать или смотреть How to Create An Ecommerce Checkout Page That Converts

The checkout page is the final stage of your customer’s online buying journey but is arguably the most important one. It is where they will confirm their purchase, meaning another user you can safely say has ‘converted’ into a sale. Although ads, landing pages and everything that comes before the checkout are just as important to move the customer along the purchase funnel, the checkout is your store’s moment of truth.

At the start of 2019, the Baymard Institute aggregated results from 41 studies to work out an average figure for e-commerce cart abandonment rate. It was stated within the report that the average figure stands at 69.57%. This means that only an approximated 30% of users who add items to their cart and reach your checkout page will end up purchasing.

Considering this figure, there is no need to freak out over a seemingly large proportion of people abandoning your site on the checkout page.

Why do users abandon ship on the checkout page?
Shipping rates become added to the total price of the order, and it gets too expensive.
Customers want to reach the checkout page to know your final price, before heading to other sites to compare.
The order did not qualify for free shipping.

How to design a killer checkout page

#1) A single-page checkout
The more clicks a customer needs to make, the more likely they are to drop off. If you can work product, shipping, and payment information into one page, you might be onto a winner.

#2) Secure the checkout experience
With more people becoming increasingly aware of online fraud, security signals are your best bet for ensuring a potential buyer isn’t thrown off by fears over their data. Some of the security features most people would look for on a product page include the padlock symbol in the HTML bar or security badges from the likes of McAfee.

#3) Give the option of a guest checkout
Showing users a sign-up page just before they are about to checkout is a huge disruption and something that a large portion of people aren’t prepared to go through.

#4) Be flexible with your payment options
Make sure to accommodate alternative payment options like PayPal or Stripe – these are increasingly popular.

#5) Limit form fields to only necessary information
A customer that catches a scent of unnecessary form fields for advertising metric gain, is only going to repay you by closing their browser. Keep things limited to name, delivery information, and email address.

#6) Save your upsells for afterward
Post-purchase upsells are given that name for a reason. You really don’t want to distract a customer on the brink of purchase with a couple of different offers, before they have even finalized the primary transaction. This could only end up clouding their vision and sending them off to other sites in the name of comparison.