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CRO Tip: Cart & Checkout Best Practices
- Darjan Hren
As an ecommerce store owner, you want to ensure that your customers have a smooth and exciting shopping experience. And one of the most important steps in the journey is completing their purchase - the cart & checkout process. This is where many store owners run into problems because it can be difficult to know what to do and how to optimize for maximum conversions. Fortunately, there are some simple best practices that you can follow to make sure your customers have a great experience from start to finish!
Table of Contents
Why Is Optimizing Your Cart & Checkout Process Important?
Optimizing your cart & checkout process is important because it’s often where people drop off and abandon their purchases. In fact, research shows that nearly 70% of shoppers abandon their carts before completing their purchase. That’s why it’s so important to ensure that the process is as streamlined and user-friendly as possible.
How Can I Improve My Cart & Checkout Process?
There are several things you can do improve your cart & checkout process, including:
- Making sure your page loads quickly: page load speed has a huge impact on conversions, and slow pages will cause visitors to abandon their carts;
- Having clear calls-to-action: visitors should be able to easily identify what they need to do next;
- Reducing form fields: forms with too many fields can be intimidating for visitors, so keep them short and relevant;
- Making the payment process secure: this instills trust in your customer that their data is safe;
- Giving customers options for delivery/pickup: if possible offer multiple delivery/pickup options so customers can choose what works best for them;
- Offering discounts/incentives: offering discounts or other incentives at checkout can help encourage visitors to complete their purchase;
- Showing customer testimonials: this helps build trust that other people have had success with your store;
- Providing helpful customer service contacts: make sure customers have multiple ways of getting in touch with you if they need help.
What Are Some Examples Of Good Cart & Checkout Pages?
A good cart & checkout page should be easy for your customers to understand, navigate, and complete. It should also provide all the necessary information (such as shipping options, estimated delivery timeframes etc.) along with any incentives or discounts available. Here are some examples of good cart & checkout pages from real stores:
Amazon’s checkout page has everything laid out clearly and concisely making it easy for customers to complete their purchase quickly and without any hassle. They also provide a “Save For Later” option which allows shoppers to save items in case they decide not to buy them now but may want them later on.
2. Warby Parker
Warby Parker does a great job of providing helpful information up front about returns and shipping which makes the buying decision easier for customers by alleviating any potential worries or concerns they may have about the product before making a purchase.
Harry’s provides plenty of incentives at checkout such as free samples or discounted products when users opt into receiving emails from them. This helps increase engagement with potential buyers while also giving them an incentive to complete the purchase right away instead of waiting until later on when they may forget about it altogether.
Conclusion on cart & checkout best practices
At the end of the day, optimizing your cart & checkout process is essential if you want your store visitors feel comfortable enough to complete their purchases without experiencing any issues or frustrations along the way. By following these simple tips and implementing changes like reducing form fields or offering discounts/incentives at checkout you can create an enjoyable experience for your shoppers every time!