The checkout page design has been the subject of debate for so long, especially due to its differences from designing a landing page. The checkout page is arguably one of the most important sections of your website, and you should think deeply about its design.
Moreover, having an impeccable checkout page design is one of the fundamentals of conversion rate optimization (CRO). In addition to the design, for more revenue, the whole checkout process should be optimized.
The Importance of Designing a Flawless Checkout Page
The checkout page is where the checkout process takes place. A checkout page is a page(s) on an eCommerce store deals with the checkout process (payment and shipping/billing information). Customers can submit payment information and finalize their orders on the checkout page. The customer’s shipping information, billing information, shipment method, and payment method will be collected during the checkout process, and the customer will be given the choice to complete the order.
You should strive to make your checkout process as efficient, quick, and seamless as possible by refining it continually. Moreover, creating a pleasant, conveniently accessible, and high-performing checkout will enhance the buying experience for consumers, reduce the amount of time they spend at the checkout, and maximize the number of conversions.
Checkout Page Design Formula
There are some critical steps to follow to optimize your checkout page. All these steps are based on one thing: to make the checkout process as easy as it can get. So. let’s get to it!
- Force me and I’ll leave!
Never put a spoke in your customers’ wheels! Why make it harder than it already is?
Never force your viewers to register to be able to checkout. Most of them will probably not and simply leave at that point. They will register when they feel the need to, anyway. Always allow guest checkouts so that the user can enjoy the process.
- My grandfather broke my laptop with a hammer!
Many users do their checkouts using their mobile devices. In fact, more than half the online shopping is done using mobile devices. Opt for designing a light and mobile-friendly checkout page. Also, make sure your design is responsive.
- I don’t have that %#$@$ coin you want me to pay!
Do your best to reduce the payment limitations. Provide as many payment methods as possible. Many people use PayPal, others use credit cards, and many use newer methods (cryptocurrency, etc.). Limiting them to using only one method is not a smart thing to do.
- I have issues! No, not daddy issues!
In this modern world, gaining trust is a hard thing to do. People, well, most of them, work hard to bring money into their pockets. They are not willing to throw their money away. To assure them that they will receive what they purchased, use signal trusts, security seals, and badges. They help them make sure you are not a scammer trying to rob them off.
- You nasty little fraud!
We all have had our happiness ruined when we figured out the total price of something is way higher than what we scheduled for. Boy, we hate that feeling!
Speaking of trust, honesty is a decision-making factor when you want to gain it. Be honest with your customers. Do not let them think you want to trick them. Be honest and tell them how things will be from the beginning.
So, for the sake of your business and yourself, stop adding hidden costs in the end.
- Where am I?
There is a sense of safety in knowing where you are. When we are in a procedure, we most probably want to know where in the process we are. It puts our minds at ease. We realize how far we have come and how far we still have to go. Use a progress bar to indicate what the stages in the procedure were and where the user is currently at. Furthermore, this also helps them if they decide to alter their information in the middle of the process. They know where to look for that information and how to come back.
- I cannot focus!
Today’s world is filled with noises and distractions. Moreover, our attention spans have decreased over the years. We get easily distracted while doing something important, even without distractions.
To make the checkout pain-free, relieve some of that pressure by removing everything unrelated. Remove all the ads. Get rid of your navigation bar (Do you want your users to click on another page in the middle of checkout?). Remove all the links. Dismiss everything that does not relate to checkout immediately.
- No, I will not tell you about the color of my …!
Stop! Stop asking for non-relevant information. Give your users the sense of privacy they need. Some people hardly even open up to their close friends. When they see you are asking for information unrelated to checkout, they realize you are not safe. Furthermore, the more you ask, the more they have to provide, and the harder the checkout becomes.
- I accidentally closed the tab! I will not start over!
Imagine you are in the middle of a purchase. Suddenly, your connection shuts down, the power goes out, or your mom calls you to do something immediately. It will be quite painful to do all the processes again. By including an auto-save feature for your carts, you will help users pick up the process where they left it.
- Why does nobody remember me? *sad noises*
Follow up on your customers’ abandoned checkouts via recovery emails. Remind them of the value they are missing. You can use automated scripts to achieve this with minimum effort. This will help you recapture lost revenue and reduce the impact of your checkout abandonment rate.
Final Words on Checkout Page Design
Your checkout pages are packed with customers who have already indicated what they want.
You are not competing for attention anymore. You do not need to understand how to offer them the fragrance of information for the goods they require anymore. Also, you are not concerned about finding user intent. It is high time you close the deal!
This may be quite difficult for sites that do not follow standard practices. You have to make sure that this portion is right. By following the set of instructions mentioned above for your checkout page design, you will be good to go!