One of CIO’s Common Ecommerce Mistakes is “having a confusing or lengthy checkout process”. You use Magento, right? So that can’t apply to you! Or can it?
Magento is a great eCommerce solution. But it is a package not a custom build. So how you implement Magento controls how well it performs. Do it wrong and you can cause problems that you can only blame yourself for. Abandoned carts, ineffective SEO. It might be all down to you …
Here at EcomUnlimited, we say there is no one right answer for checkout design. You have to work out what works best for your business. But the bottom line is that you need to make it easy for the customer to check out. Don’t distract them and don’t raise doubts about whether they should complete the purchase. If restyling your checkout can increase conversion by 10% then you need to do it.
Checkout is not a Game
Magento has a one page accordion checkout. The sections expand then contract as you “continue” through the checkout steps of shipping address, billing address, shipping selection, payment method. Having it as one page is good but the jury is actually out on whether an accordion is the most effective design style.
Some say accordions are form over function, looks over effectiveness. Like Blind Man’s Bluff, customers cannot see what is ahead. So an alternative to the default Magento Checkout might be one page with all forms “expanded” so they can see what information they need to provide.
So don’t play them
Don’t make it a game of 30 questions. If you don’t need gender, date of birth, company name, fax numbers then don’t ask. Remove all fields that are irrelevant to your process.
Don’t ask for coupons on the cart page then forget to ask again at checkout. If you give out coupons, let them use them. Don’t make it a game of hide and seek.
By the same token, don’t let customers pick a shipping method on the cart page and then forget to default to it on checkout. Don’t make them keep choosing the same options.
And why not remember their payment preferences? If they always order using Credit Card then why not default to that?
Read more about One Page Checkouts
Accordion Style Checkout Tested, Marketing Experiments
Less is More, Marketing Experiments, MECLABS
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