MARKETING
5 Ways To Customize Your Online Checkout for a Better Shopping Experience
You might record high traffic and leads in your online store, but the numbers might not correspond to the sales. Sometimes you will notice that most of these visitors go ahead to fill their carts with products but don’t complete the purchase.
While we can, to some extent, associate this with window shopping, then why fill the carts and abandon them?
Well, your checkout process might be the main culprit.
Research shows that at least 69% of online buyers abandon the cart at the checkout page. One of the main reasons why customers leave without making a purchase is due to an inconvenient checkout process.
Your online store might be doing all the right things to inspire confidence and the desire to buy. But an unfriendly checkout page might be why the customer fails to complete the transaction. Optimizing your checkout page can potentially increase your conversions and revenue.
This article will give you 7 tips to help you customize your checkout page, increase sales, and improve your customer experience.
What Makes a Seamless Checkout Process
An online shopper is always looking for convenience. They want to browse and quickly buy goods and services with minimal effort instead of dealing with lengthy or complicated processes.
According to research, a whopping 17% of online shoppers will abandon a full cart due to an unfriendly, complicated checkout process that takes too long. This means that for every 5 potential customers, 1 is likely to drop the purchase if the checkout process is not impressive!
Thankfully, there are several things you and your sales team can do to make your checkout page more efficient and increase your conversion rate.
First and foremost, ensure that the process is intuitive and customer-friendly. The simpler, the better. Make sure the buyer can enter their payment details quickly and complete the payment with as little effort as possible.
But that’s not all. Take it further and show your customers that you care about their needs. For instance, a customer looking for a gift online will most likely need gift wrapping services for the product. Including this option at the checkout will make the customer feel heard and cared for. A reliable tool like Dooly can help you understand the buyer journey and manage your sales pipeline effectively.
How To Customize Online Checkout for Efficiency
Customizing an online checkout page is an elaborate process and may require coding skills and the help of a developer. However, some e-commerce platforms allow you to customize your checkout process easily with little or no coding experience.
Whichever option you choose, here are some ways you can customize your e-commerce checkout page to reduce shopping cart abandonment and increase efficiency.
Make Account Creation Hassle-Free
In the online marketplace, buyers come in all shapes and sizes. One customer may not be bothered about having to create a detailed account, while the next will need a click-and-go, effortless process. Make sure that your checkout page can accommodate everyone!
For instance, include an option to input buyer details manually and another option to log in with a Facebook or Google account. The idea is to have all the options that different customers might find helpful.
Here is an example:
Prioritize Payment Security
An online shopper is more likely to click the precious ‘buy’ button if they feel that their data is perfectly safe and secure. It’s crucial to keep this in mind while designing your check out page!
Ask yourself, what would give the customer the confidence to fill in their payment information on my page?
For example, using the words ‘Secure pay’ instead of just ‘pay’ reminds the buyer that the page is secure. Also, using the original logos of the payment gateway cards such as Visa, MasterCard, American Express, etc., can evoke a feeling of trust in your customers.
See an example here:
Add Thoughtful Minor Details
It’s the little things that make the difference. Customers are much more likely to return if they feel cared for. Here are some details to include on your checkout page to encourage the customers to make a purchase – and come back for more:
- Offer gift wrapping: If you sell giftable products, consider offering gift wrapping services to your customers. Also, offer various wrapping options and materials so customers can choose what best suits their needs.
- Offer engraving or note text options: This is especially useful if you sell products that can be personalized, such as cakes, jewelry, custom stationery pieces, etc. Including a custom field where buyers can specify what message they want to include with the product can significantly increase customer satisfaction.
- Accept special delivery requests: Some customers have very special delivery requests. For instance, a customer might need a gift delivered to their child’s graduation venue at a specific time. Make sure to have custom fields on your checkout page where buyers can specify their delivery preferences.
- Fields for tax-related information: Create a checkout field that allows customers to leave their tax information. The information required and how you customize this field depends on your trading country.
Provide an Overview of Checkout Steps
Buyers are always anxious while going through the checkout process. Providing a satellite view of the checkout process helps create a mental picture of how far they are from owning the product they are purchasing. This way, completing each step takes them closer to the end goal and creates a sense of achievement in their minds.
Here is an example of an overview of the checkout process on Amazon.com:
Include Reviews and Star-Ratings
Online customers love to see star ratings and reviews of products they are interested in. So what other way is there to give product quality assurance and convince a customer to buy than to have a section with ratings and reviews on your checkout page?
Place them strategically and on the most appropriate step. Also, include a section for the customers to leave a review of their own.
Additional Ways To Improve Your Store’s Checkout Process
In addition to the above, here are more ways you can streamline your checkout page to enhance the customer experience:
- Optimize the checkout process for mobile users
- Use checkout bots as checkout assistants
- Include post-check-out offers
- Include as many payment options as possible
- Include a detailed and practical return policy
- Ask for abandoned cart recovery email addresses to remind customers to come back and make a purchase
Conclusion
The checkout process plays a significant role in the success of your e-commerce store. If you want to improve your sales, paying close attention to your checkout process is crucial. So is ensuring each step encourages the customer to enter their payment details and click the buy button.
Typically, a customer shopping online wants an effortless checkout process with highly secure payment options. These, together with the other factors discussed above, give your customers confidence to enter their credit card information and complete the purchase.
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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