Aspects of a Successful Shopping Cart
Sara Sargent
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Is Your Checkout Design Holding You Back?

You want audiences to flock to your online platforms to take advantage of the goods and services you have to offer. However, poor checkout design could be limiting your revenue stream.

1 of every 4 online shoppers abandons their cart when they encounter a complex checkout process.

Consider some of the elements that stunt checkout utility and see if you can make your checkout process simpler and more lucrative.

1. Forgo Mandatory Site Registration

Any platform that operates on a subscription service wants to pull in a fair number of user accounts. However, if your platform requires users to register with the site prior to checkout, you may be driving your consumer audience away.

Signup forms prevent your audience from getting what they want quickly, such as the goods or services you’re offering. By putting an obstacle in their path that demands more of their information, you’re delaying that purchase and disrupting their purchase flow.

Instead, try having your call for subscriptions or registration appear after your audience has made a purchase.

Once shoppers’ primary goals have been reached, they’ll be more likely to redirect their attention to this element of your site, without losing interest in the original purchase.

2. Let Your Audience Feel in Control

It’s also possible that your checkout process is overwhelming for many of your clients. Completing a purchase can take time. Does your audience have to maneuver through a number of pages or drop-down boxes to finally purchase their cart items?

Even if the process itself is straightforward, that time commitment needs to be managed. Otherwise, your audience won’t feel like they’re in control of the interaction.

Consider integrating a checkout progress indicator into your platform. A progress bar tells shoppers how far through the checkout process they are, how much further they have to go, and whether they can save their purchase and return at another time.

That feeling of control makes your audience more likely to complete the purchase. It also encourages repeat business, courtesy of a pleasant buying experience.

3. Don’t Disable the Back Button

Let your customers modify their purchases or cart without losing any of the data they’ve already entered into your system. As such, don’t disable the back button in users’ carts. When you do, you risk irritating your customers into abandoning their purchase altogether.

For the best results, make sure your consumers can modify their cart up to the point of sale. Should they want to return to a previous page, allow them to do so, securely, without their financial data being lost to the void.

When you actively try to make your business’ checkout process simpler and more user-friendly, you build consumer loyalty. This positive purchasing experience may help boost your revenue stream, all by securing sales more frequently.

image attribution: Tierney – stock.adobe.com

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