By Mikal E. Belicove, Director - Community & Education, Doba
In traditional retailing, customers rarely abandon their shopping carts. They may take one or two items out at the last minute, but you don't see many full shopping carts just sitting in the aisles. Online, retailers, on the other hand, estimate that 30 to 35 percent of shoppers leave their shopping carts behind.
A well-designed checkout process can reduce these abandonment rates significantly. This article offers some suggestions.
Streamline the checkout process
Online shoppers want instant gratification, so make the ordering process as smooth as possible:
- Use a consistent design. Don't throw something totally new at your customers - keep the design and functionality of the checkout process consistent with the rest of your site.
- Don't require registration. Make registration optional.
- Eliminate unnecessary steps...
