There’s this constant mad rush for conversions and sales, and the starting point is always the checkout page. There can be many voices that would raise the volume just to contradict this idea as loudly as possible, saying that there are other things that matter before you get to the checkout page.
This may be true, but if you think about it, every success story begins with the ending (just remember Star Wars or Forrest Gump). It is true that the effort and hard work should be visible in every detail that defines your website, but in reality, it all comes down to the checkout page. Because? Well, because this is where the magic happens. This is where fast transactions must be made to have conversions and sales. Now, I think we can all agree that not all magic shows are impressive. And do you know what makes the difference between pulling a rabbit out of a hat and Harry Potter? The background, the story that surrounds the magic and introduces it to you. That is what your checkout page should represent.
It is the design of the cart, the security elements, the continuous branding of your business, the up-selling and cross-selling of your products, a catalog of elements that manages to turn window dressers into true recurring customers. This is a huge achievement, so it is crucial to treat your checkout page layout with the utmost care. Like everything else in the online marketplace, it’s all about the customer. So before you jump right into the checkout page history, remember this: your customer matters and is your main focus, from the moment you say hello until you end with thank you!
Little patience
One of the biggest challenges facing the modern salesperson is a customer who no longer has patience. Before the craze, people shopped to relax. Today, it almost feels like shopping is causing them stress and nervousness.
So what do you do if you have a long list of products? Your customers are already exhausted from analyzing your products and deciding what to buy. So, in the most important part of your sales process, where the sale really has to take place, you have to deal with cranky, tired and bored customers, who just want to get it over with and enjoy the product. . Because of the audience you are targeting, you need to act fast.
Complete the process before they change their minds and forgo the entire purchase. You have to add distractions too. Lack of patience has to be coupled with the various continual distractions your customers are exposed to. Anything can happen while they shop on your page. For example, the entire transaction could happen during your lunch hour, when a friend interrupts them, so their attention is no longer focused on your page. You may already be bored with this long speech, wondering what is the element that can change the numbers in your favor. Reduce everything, shorten the number of fields your customer has to fill out. For example, you can add Google’s Geolocation API to quickly identify the address so your customer doesn’t have to do the work themselves. Not that we like to stress the importance of this issue, but you would like to know that according to the Address Report1 on failed deliveries, 61% of customers would abandon their cart if they had trouble entering their shipping address details. That’s over half of your customers! So keep it simple and win customers.
And here is another thought! This may sound strange, but do you remember those black and white movies, where inmates counted their remaining jail time by drawing groups of 5 sticks on their cell walls, crossing them, group by group, as the days passed? This made them feel more optimistic about the time they had left inside. Strange comparison, I know. But think about it. Having a way to check progress, such as check signals that let the customer know how much of the process is left, would be like seeing the light at the end of the tunnel. It is very important to have on hand this psychological tool that calms the mind of the agitated client.
1Address report, Repair failed deliveries.
security suspicion
Now this is serious stuff (not that the rest of them weren’t). Security is paramount today and if you don’t believe us, ask the EU about GDPR. Though we’re pretty sure you’re familiar with it. The checkout page has a strong connection to the idea of security, because this is where the big trading is being done. So, you have to work very hard to get the safe choice award in the eyes of your customers. Badges that reinforce the idea that your business is secure and that you are a trusted partner, respecting all security regulations and standards are more than welcome.
To be honest with you, this is an effort that should be visible throughout your website, but the big push should come here, to get that big finish. Also, it wouldn’t hurt to include your contact information in the checkout page layout (it really is required, but we’re just being polite). Clients need to know that you are always available, no matter what. This strengthens the idea that you are a safe company. Also, when adding contact details, be sure to offer multiple options through which customers can contact you if they need help.
Comfortable shopping sprees – short-term amnesia
Have you ever found yourself in that awkward situation where you weren’t sure if the product you had in your cart was really the one you wanted? You could see the packaging perfectly in your mind, but it was absolutely impossible for you to remember the name. It is common among clients, so learning from your own experience is essential when designing the payment page.
Thumbnails of your purchases are always a good idea, because they keep customers from hitting the back button to refresh their memory. The problem is that you can lose them in this matter, so you better not try it. Now, if you’re going to use thumbnails in your checkout page design, why not have an order summary as well? This is a double win element, because you reinforce the order made by your customer and earn points for security. Then why not?
Also, to help your customer breathe easy when looking at your payment methods, make sure you have multiple options, not just one. It is the pressure of your competitors that makes you dive into the sea of payment options, but it is also the comfort of your client that should motivate you. It’s hard work, we know, but it’s worth it. Literally.
Something for us sellers
Now, we’re doing everything we can to make sure customers are having the time of their lives at checkout with nothing to disturb their newfound peace of mind and shopping appetite. Sure, we have a lot to gain from this attitude. But we can do better than this. We can take advantage of their presence on our checkout page and make them better familiar with our portfolio. Do you recognize the address?
This is a great time to cross-sell and upsell, if done right. What does this mean? Well, you need to create a little magic. Since not even Dumbledore’s wand is powerful enough to create magic in the B2B world, given its competitiveness, you might want to try some persuasive, discount copy. Together these two can really pull the rabbit out of the hat.