The checkout process in e-commerce is very critical to the success of businesses as it involves the process by which customers complete a purchase.
When a customer is in the Checkout process, they take several actions like entering their card information, choosing payment options and confirming their purchase.
With the process involving customers taking actions that are critical to the business, it is important for businesses to take the Checkout process seriously.
In this article, we will be looking at some of the most common Checkout issues and how businesses must tackle them for an optimised checkout experience.
Common checkout issues and how to solve them
For online businesses, having an optimised checkout process is key to improving customer experience and revenue.
So it’s important for online businesses to look out for these common issues with checkout and tackle them.
Long checkout process
This is one of the most common reasons for cart abandonment. The internet is a busy place, with lots of distractions. So when a customer chooses to shop on your website from the dime-a-dozen activities on the internet, it is important that you make the process faster for them.
There are several tips on streamlining your checkout process, like reducing the number of pages, allowing first-time visitors or customers to complete the checkout process without having to register on your websites first, allowing customers to save their information for future purchases etc.
Long and complicated forms are also part of what makes a checkout process to be unnecessarily long and frustrating for customers.
Businesses must simplify their forms to only ask for essential information. Businesses can also use auto-fills or drop-down menus to make it easier for their customers.
Unexpected and hidden fees
It doesn’t tell well about your business when a customer is about to complete the checkout process only to be shocked at the total cost of the transaction because of unexpected and hidden fees.
Transparency is key here from the first interaction with the customers. Businesses must be transparent about any fees, like shipping fees, in the early stages of interaction with the customer.
Lack of payment options
Another common issue with the checkout process is the lack of payment options for customers. Customers have different payment preferences while shopping online.
Some customers have no problem putting their card information to purchase goods or services online, while some do not have that level of trust and prefer other methods.
Businesses should have different payment methods available to accommodate more customers and make more sales.
Businesses that use Fincra, for example, have different options for their customers, who can pay with cards, bank transfers, Mobile Money and PayAttitude.
These are some of the common issues that businesses must fix and tackle to reduce cart abandonment rates and make more sales.