A Thorough Checklist for E-Commerce Websites: No.7: The Checkout Page

16 Oct

When you are creating a website, there are a few things you need to make sure are there. These things take the perspective of the consumer into consideration, pay heed to what bigger e-commerce businesses have done after resourceful research, and finally look at what really is going on by using analytics and feedback from the site.

In this blog series, we take you from the general site-wide checks to individual page-wise checks that you need to do to set-up a good foundation for the website and for further digital marketing efforts, without falling into the traps of common mistakes and oversights.

The page where you ask for people’s money is the page where you must make things so quick and easy that customers have bought their purchase before they’ve had time to think between slowly filling out details or while waiting for anything to load! You take every measure to move them deftly into the paid category.

The Checkout Page Checklist

  • Everything must be laser-focussed on this page. Remove any and all kinds of extraneous items that only distract customers from what they came here to do – pay for the product/s and complete the sale.
  • The navigation must be straightforward and linear, organically leading from one action to the next, and leaving no room for misdirection, diversion, or interference. There could be an option for revision in case something needs to be added or come back for later.
  • Don’t force people to sign-up in order to complete the transaction. You will lose most of your customers right there. Offer it as an option after they have checked out, and possibly with an incentive; that way they are tempted to sign-up with you and shop again to avail the member’s offer.
  • For repeat customers, try to use suggestive text, or pre-populate the standard fields to be filled in to make it less tedious and faster. Offer the option to save card details as well for a quicker check-out.
  • Breaking up the order process into a few simplified steps, and showing progress after each step is completed helps customers understand the check-out process and psychologically shows advancement towards a destination. Ensure the back button is fully functional, and that data already filled in doesn’t get erased when they do go back a step.
  • It would be a comfort to shoppers if you could provide real-time support at this juncture.
  • Any last minute embellishments could be offered here. For instance, the option to gift-wrap. But be clear if it includes an additional charge.
  • When it comes to payment, be flexible. One way or another you need that money to be paid or all is for naught. Offering various payment modes – like credit/debit cards, online transfers, cash on delivery etc. – firstly encourages the buyer to complete the transaction without a fuss. Secondly, it reinforces confidence when they can pay by a method they know and trust. Especially for smaller and less established businesses, it makes sense to employ an off-site option like PayPal or PayTM. These being well known names makes the payer feel secure.
  • As mentioned earlier, this is where the shopper is giving away their money. This is the page that should inspire the most amount of confidence in your brand. Using copy that inevitably brings about a sense of calm can be reassuring for the shopper and make them proceed without timorous caution. Like using security badges, certification, logos of payment modes, testimonials etc.
  • Indicate mistakes much before they proceed. For instance, if a debit card number is short on a number. Or if some field has been left incomplete.
  • Never forget the final confirmation page before the deal goes underway. This page should concisely mention the whole transaction details – the products, the price, the added taxes, the delivery address etc., with a CTA to proceed. This gives customers a chance to take in everything at a glance and without confusion.
  • And finally, after they have clicked to proceed, complete the check-out with a thank you page. This formality is not so much about politesse, as much as it is a page that lets them know that, a) the transaction has been completed and not declined/failed, and b) it informs them about what will happen next (e.g. your order is on its way, you can expect it in so many days, or create an account and track your order’s progress).
  • Don’t repeat information on this thank you page. Those details should be mailed to them.

And with that the transaction check-out page has been check-listed. Use the idiosyncrasies of your store to inform the decisions you make about this page. What we have mentioned here are the elementary steps that grossly cover this page. Little details can be added that further define the experience based on what you store sells and to who they sell.

This checklist pertains to details about a website’s product listing or catalogue pages. To read on for other individual-page checklists or even a site-wide checklist, you can follow this series on our website.

Leave a reply

Your email address will not be published. Required fields are marked *