Are you wondering why people are visiting your site, browsing through your products, even adding them to their cart but not buying them at all? There could be several reasons for that. Here’s a graph by Statista outlining the major reasons:
In this post, we are going to look at some common mistakes you might be making in your checkout process and how to rectify them to enhance it.
The 7 mistakes 1. Resetting passwords is a pain point: People may want to log in with their user id to use their saved credit card information or address that is stored in your database. Passwords are hard to remember though. If you do not allow users to check out as a guest and use their registered email id, make sure you are making the “Forgot password?� process as easy as possible.
2. Checkout is not mobile friendly: More and more people are shifting to using smaller devices to access websites. Accidental clicks here and there on checkout screen can make it cumbersome for people and frustrate them eventually. Make sure the fields in your form are adequately spaced out and the keyboard options you provide are adjusted to the field you need them to fill out.
3. Error messages are not clear: Don’t print generic error messages when user fills out a field incorrectly. Specify the format in which they should be entering that value along with an example.
A better error message for the above image would be “The e-mail address you entered appears to be incorrect. E-mail addresses must contain an @ sign and a . somewhere to the right of @, with no spaces or commas. eg. tracy@gmail.com” 4. There’s no auto save feature: Isn’t it absolutely annoying when you fill out a huge form, make a small mistake and POOF! all your data vanishes because the page got refreshed? Well, don’t make it like that for your customers. Include the auto save feature in your check out page. 5. No safety seals on check out page: For a business that is just starting out, having trusted security seals on your site will help instil trust in users. Nobody wants to feel suspicious about about fleeced.
6. Not having enough payment options: Your customers should have the choice of choosing from various payment options. Everyone has different preferences when it comes to online payment. 7. Not having social sign in options: It is cumbersome to enter e-mail and password to sign up on a site. You should be offering the option of signing in through facebook, google+ or twitter instead.
End Notes It is important for you to keep testing your check out process on every device by which your site can be accessed. User experience is constantly evolving and you will need to keep up with the technology.