Your customer reaches your online store's checkout page. Suddenly she isn’t so certain about buying your product. Maybe it’s because there’s an extra shipping charge, or your checkout is hosted on a different URL, or she just doesn’t trust you with her credit card information. She closes your tab. This is happening to you right now. In fact, for every 3 people who reach your checkout page, 2 abandon it without purchasing. 45% of online shoppers abandon shopping carts multiple times within a specified three week period – the average value of goods in these abandoned carts was $109. The good news is that there are plenty of things you can do to your checkout to increase conversion, and this presentation shows you some that will surely boost your conversion rate, and eCommerce sales.

1. Optimize Your Checkout Page
For Conversions
Presented by

2. 2/3
2 out of 3 people that reach your
checkout page will abandon
it without purchasing
The Stats
45%
45% of online shoppers have abandoned
their cart multiple times within a 3 week
period
$109.00
$109.00 is the average value of goods in
the abandoned carts
Shopping cart abandonment can be extremely frustrating. The good
news is there are plenty of things you can do to your checkout to
increase conversion

3. Don’t Redirect The Checkout
Other leading eCommerce softwares will re-direct your customer to a
page like this: ecommercesoftware.yourstore.com This looks suspicious
and confuses customers. They expect to checkout on your store.
GOOD
https://www.yourstore.com/checkout
BAD
https://checkout.ecommercesoftware.com/
carts/245908855656451689/
b849f00837934d74916f54db625e0502
?
Don’t leave your customer
asking these questions
Why am I at a software
company?
What are all those numbers?
Why are they asking for my
credit information?
Where am I?

4. Hidden Fees
56%
56%
of
shoppers
have
abandoned
their
cart
due
to
unexpected
fees
during
the
checkout
process
Hidden fees reduce a
customer’s trust in you
All fees should be
calculated before the
checkout process
Do not hide fees and then
add them in during the
checkout process

5. Multipage or Single Page
There has been much debate on whether the checkout should be one
page or multipage. This has people wondering, which is the best?
21.8%
The Vancouver Olympic store changed
their checkout process from a four page
checkout process to a longer one page
process.
The results were an increased
conversion rate of 21.8%
10%
CrazyEgg used to have a one page
checkout. They decided to run a test to
see how well a multi page checkout
would work.
The results were an increased conversion
rate of 10%
Conclusion:
Test
your
checkout
process

6. Form Fields
When it comes to checkout page forms, there are certain things you can’t avoid.
However, there are some things you can do to make your customers’ lives easier.
Pre Populate
Information
If a customer has
purchased from you
before, do not make
them type in all their
information again
New Customer Use Tool Tips
To help customers
understand what a field
is, you’ll need a tool tip
Tool tips come in handy
especially when you
have non-standard form
fields
Use Asterisks
Highlighting mandatory
fields with an asterisks is
a must
You don’t want
customers filling out the
form and clicking
‘Purchase’ only to
realize they missed some
fields
If it’s a first time
customer you can use
geo-tagging to find out
where they are and pre-fill
address fields

7. Guest Checkout
One of the worst things you can do is force someone to make an
account before checking out.
23%
23% of people will abandon their
shopping cart if you try and force
them to create an account.

8. 17%
Trust and security seals can help put a potential customer’s mind at ease,
knowing that his or her personal information is protected. But not all seals
12.49%
Trust And Security
31.6%
are created equal.
Buyakilt tested two security seals. They started with the “Norton
by Verisign” seal for 5 weeks. They increased conversion by
17%.
Next they tested the Comodo seal and conversions increased
even further by an additional 12.49%
Adding the two results, the overall increase in conversion rate
was 31.6%, which translated to a six figure increase in revenue!

9. Coupon Codes
27% of people who searched for a coupon code never returned. So
should you ditch the coupon code altogether? Not so fast.
Macy’s has a link on their cart page that directs the
customer to another page on their site that has a list of all
their current promos.
After implementing this, they saw a 6% increase in web
traffic.
They also no longer have to pay an affiliate website 4-5% of
the purchase amount.
A good idea would be to run some A/B tests to find which solution
converts a customer best.

10. Progress Indicator
1. Shipping 2. Payment 3. Review & Submit
The checkout process is like a map. Customers want to know
where they are and how much longer it’s going to be until
they reach their destination.
Every good checkout includes a progress bar. The best ones tell
you exactly what step you are on and what steps there are left.

11. What works?
Customize and test your
checkout to maximize
conversion and see what works
for you
Start Testing
A
B
Total Control
Pick an eCommerce platform
that allows for full control
over your checkout process
C Why Test Your Checkout
Process?
Buyakilt customized their process
and increased their revenue to
over 6 figures
D
Why Customize Checkout?
Customizing your checkout could
increase your conversion rate

12. A/B TESTING FOR eCOMMERCE
The Ultimate Guide To A/B Testing Your eCommerce Store
Francis Tao Sid Bharath
Free ebook
What’s In This Book?
This 74 page book will show you how simple
changes to your online store can lead to vast
increases in conversion rates and sales revenue
You’ll Learn
1. What A/B testing is and why you need it
2. How to identify sales leaks in your website
3. Creating a hypothesis to fix the leaks
4. Implementing meaningful tests
5. Examples and tips from experts to get you started with
A/B testing for eCommerce
Get My Free Copy

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