Is friction in your checkout process hurting your bottom line?
Most shoppers don’t make it to checkout. Potential purchases languish in abandoned baskets, costing your business in missed revenue.
The global cart abandonment rate sits at 69.9%. But why don’t these customers go from adding their items to cart to actually checking out? 60% of shoppers cite account creation or a long, complicated checkout process as a key reason for cart abandonment. This means that, even in the ever-changing ecommerce industry, customers want a shopping experience that is fast, easy, and secure.
In 2022, the Baymard Institute, an independent web research institute with a focus on ecommerce usability and optimization, conducted a new eCommerce research report highlights user-experience optimizations, commissioned by Amazon Pay. Download the report here or keep reading for more research findings.
Start with simple changes
A large proportion of users type out their full name in the “First Name” field. Reduce friction and user frustration, especially on mobile, by using a single “Full Name” field.
During Baymard Institute’s checkout test studies, users generally thought of their name as a single entity: 42% of test subjects typed their full name in the “First name” field at least once. Only when they noticed the “Middle” or “Last” name fields did they go back to correct the error, adding needless friction.
A relatively minor interruption on desktop can become a more trying ordeal on mobile. Users may have to re-enter the field, delete the text, and copy/paste or retype into the correct field.
The solution is straightforward: implement a single “Full Name” field. Titles, suffixes, and similar additions, make forms appear more complex and add significant friction, as users must assess each optional element’s relevance.
Don’t make users go backward
Editing data at the review step can create friction, particularly when users are sent backward in the checkout flow. Those sent back must figure out where they’ve been sent, find the relevant field, edit the information, and get back to the review step. It’s inefficient and has the potential to introduce errors.
The solution: keep users on the review page to complete their edits through in-line editing or a page overlay. With in-line editing, you can provide either prefilled form fields or turn static information into a prefilled form after clicking “Edit”. Page overlays are ideal for semantic groups of information that either consist of multiple form fields or that can impact other order details.
Create a great guest experience
Even though users may abandon a checkout because the site wanted them to create an account, optional account creation is appreciated by many users. Provide the option to those who want it without disrupting those who don’t.
Any additional options in the guest checkout flow tend to hurt UX performance. Even optional fields can distract some users from placing their orders.
Saving the option to create an account until after checkout is a better-performing strategy because it keeps users focused on completing checkout, it typically just requires creating a password, and the confirmation step has more room to sell users on the benefits of an account.
Remember to inform guest users at the beginning of the checkout process that they can create an account at confirmation step.
The faster you get your customer through the checkout flow, the more likely they are to complete their purchase. By making your checkout experience fast, easy, and secure, you reduce the time to purchase. By eliminating distractions and filtering out friction, you increase the chance that your shoppers will follow through with their orders.
Can a third-party payment solution help address checkout optimization?
Third-party payment methods have become a common solution for businesses looking to optimize their checkout flow. Third-party payment solutions continuously optimize and improve to reflect the current climate, ensuring your customers will always get a fast and frictionless checkout experience.
Third-party payment methods also offer familiarity and security to new customers. By giving shoppers the option to checkout using a method they are already familiar with puts their minds at ease when it comes to security and service. Suddenly, your site benefits from the trust gained by a recognizable third-party.
How can Amazon Pay help?
With Amazon Pay’s familiar payment process, Amazon customer can check out using the information already stored in their account and check out in as few as three clicks. According to PYMNTS, Amazon Pay transactions were 49% faster than regular checkouts, helping to increase cart conversions and encourage loyal customers.
This recognizable solution is easy to implement, granting you access to millions of Amazon users, a faster checkout experience, and increased conversions. Discover more about Amazon Pay on PrestaShop to optimize your checkout and create a seamless shopping experience on your site.
Amazon Pay
Amazon Pay offers a familiar, safe, and secure way for hundreds of millions of active Amazon customers globally to complete purchases in your store using their Amazon account.