Today, many eCommerce websites are trying to grab the market share by building a robust front end store design, completely sidelining the value of eCommerce checkout page optimization.
However, a website’s front-end design is of high importance as it poses the first impression in front of a visitor. But that is not the only thing websites need to worry about.
Checkout pages play a significant role in overall purchases. Estimates have shown that 18% of shoppers abandon the cart due to a complicated checkout process.
Thus, emphasizing on checkout pages are necessary. But why do businesses need customers to trust them when they have a robust website design?
Well, here is why:
Why do businesses need to build trust?
It is researched that 85% of them first search for a product before buying them online.
The search of a customer now not only consists the product but also a buying platform. Referrals and recommendations also help the eCommerce industry to flourish.
Customers have a plethora of options available in their hands. They will not recommend a website if they do not trust them, which is why gaining their trust is so important.
8 Tips to build an impressive checkout page
- Get an SSL Certificate
Before we talk about how your checkout page interface should look like; you must know the importance of your page security.
To secure your page, you must install an SSL or Secure Socket Layer certificate.
SSL is a security protocol that encrypts sensitive data and passes it through a secure network channel. Since data on a checkout page is susceptible, you cannot afford to keep it unsafe.
SSL keeps cybercriminals at bay by not letting them alter or decrypt the information. It blocks all outside interference and ensures a smooth transfer of information.
Generally, big eCommerce websites use EV SSL certificate instead of an OV or DV SSL certificates because they provide a robust verification process.
EV SSL verification process includes:
- Validating the right to use a domain.
- Checking whether the domain entity is legal or not.
- Physical and operational existence of the entity.
- Extended Validation by Certificate Authority.
- ID and address of the entity.
There are many EV SSL providers in the market and you should select cheap EV SSL certificates to secure the entire website including your checkout page by encrypting sensitive information and increasing customer trust through a transparent validation policy that involves a strict registration protocol.
- Get the customer’s email address ASAP.
This might sound creepy to some, but businesses should ask for email addresses in 1st or 2nd step on a website.
Without an email, you will never figure out precisely who the visitor was but, if they signed up on your website or newsletter, you could always launch a comeback campaign around them.
Big eCommerce players run cart abandonment campaigns to bring back users who abandoned their cart at some point in the past.
The strategy gives them a healthy target audience who once wished to buy a product from their site, which is why you must collect emails ASAP to launch your campaigns.
- Get Rid Of disruptions from your checkout page.
If a customer has come to your checkout page, he or she is already well-versed with the information you have on your website store.
There is no need to remind them of your other services on a checkout page. The page’s center of attraction should only be the checkout page itself.
Do not promote or advertise anything on the checkout page.
Websites like Amazon who follow checkout page best practices know the importance of removing distractions.
They never add anything except the essential information (delivery data, address, and order details) on their checkout page.
- Simplify the cart page process
The shopping cart page should be strategically designed. Apart from removing distractions, one must also simplify the buying process for the customer.
It should only consist of the product that the customer added with its complete information and the CTA.
The website must clearly define the process in the next step, along with a simple interface. Do not create a complicated design to make your website look fancy.
Fancy websites only add to the confusion, which is why it is better to avoid them.
- Add the validation feature.
The validation process helps customers to believe that the website they are on is authentic.
Auto change in currencies through IP address validation is also a robust feature that makes life easier for international merchants and customers.
Not only does it speed up the process but, also save customer’s time.
The data validation features also remove the invalid payment options from the cart and display the valid ones for international buyers.
The feature will make your cart look professional and global friendly, which will give a significant boost to your sales.
- Trust seals are mandatory.
Trust seals can be installed which come with SSL certificate. You need to comply with PCI/DSS guidelines and other security protocols that secures your data integrity.
On a checkout page, trust seals make a world of difference. They indicate that customer’s buying process is being conducted under heavy security.
Customers are always skeptical about entering their debit/credit card details as they fear fraudsters but, when they see a trust seal in the corner, it gives them confidence.
Moreover, avoid redirecting your customers to another website as that shows your website in a bad light. Your website is incapable of handling payment complexities.
- Have multiple payment options
There are multiple third-party apps in the finance market now. Different consumers lay their trust in different apps and prefer to pay through them only.
So, it is best to add as many payment options as possible. Moreover, some websites add features like pay later, special third-party merchant discounts and payment on installment system to boost their sales and ease buying.
Today, websites having multiple options is also viewed as trustworthy by customers because of its association with so many merchants.
- Mobile responsiveness is the key.
A website that is not compatible on mobile will not rank higher or even sustain today’s competitive internet world.
As a website owner, you simply have to assume from a mobile user’s perspective. Your interface, images, videos, cart page credentials should work in a sink with the user’s mobile.
Cart pages are sensitive, and users will not take any chances to ensure that they have hopped on a secure website.
Your trust batches, product information, address and seller information should be appropriately visible to a mobile user in the same way it does to a desktop user.
A cart checkout page is the most sensitive of all pages on a website, both from the customer’s and hacker’s point of view.
Where hackers would want them to be least guarded, customers would like them to be as secure as a fortress.
As an eCommerce store owner, it is your responsibility to ensure that your customer’s credit/debit and bank information is secure as houses.
The last thing you want to redirect a customer onto is an unsecured checkout page that neither has an SSL certificate nor any trust batches.
So, follow the eight tips given above to ensure that your cart checkout page is a 100% secure and attractive.