Increasing Conversion Rates Through Your Checkout Process

29 January 2018| Post by Graham4 minutes


We all know the importance of conversion rate optimisation. However, sometimes it can difficult to understand exactly what steps you should take to start seeing results.

Whether you own an e-commerce store or work for a web design agency, conversion rate optimisation is crucial. Of course, it’s even more important than it’s ever been due to the incredible rise of online shopping over the past few years. Once you’ve mastered getting people to visit and use your site, the final step is often the most decisive in your conversion rates. Let’s talk checkout processes.

Creating a checkout process for optimum conversion rates

We’ve all been there. We’ve found the website we’re after, browsed the products and added what we’re looking for to the cart. Then, you abandon said cart. Why? Well, maybe you changed your mind about the product. However, it’s usually because the checkout process is poorly designed. Whether it was too complicated, too difficult to use or simply unappealing to the customer, you’ve just lost their business. This is why it’s so key to get the checkout process right to start seeing those all-important conversions.

Case study: Towbar Express

Of course, we could explain in steps how to create that optimum checkout process. However, there’s no better way to learn than seeing a concept in a real-life case study. Our clients, Towbar Express, approached us over a year ago to improve their conversion rates. We took the project on at full speed and created a plan that would truly work. Implementing the CRO changes was done with one main goal in mind: giving the customer the smoothest possible journey. Like we said, it’s much easier to show you visual examples to explain a point like this, so here goes…

Optimising the header and footer

When you’re browsing on the Towbar Express website, this is the kind of thing you’ll see when you’ve searched for a certain type of towbar for your vehicle. We’ve cut out a load of the search results for easy viewing but essentially we’re focusing on the header and footer.

You can see the header and footer are quite large which works really well on an e-commerce site like this. They look clean, professional and are packed with information that’s going to allow visitors to trust your site. And of course, this remains consistent throughout most of the other site’s pages. However, there is one section of the website where the header and footer shouldn’t be the same. Yep, you guessed it. The checkout page! Here, you can see the improved header and footer design.

We’re sure you’ll agree that this version is much more focused and less busy. That’s kinda the whole point. All the customer has to focus on here is the product in their basket and getting through the checkout process. Often, e-commerce sites keep the header and footer the same to make sure their site is consistent. However, this could just distract the customer and confuse them into backing out of the process – less is more when it comes to a successful checkout.

Offering support

There are plenty of other features that will ensure a smoother, better-optimised checkout. The screenshot below shows some important things to consider adding to your checkout page if you’ve not already. We can see on the right sidebar, there’s a ‘We’re Here to Help’ call-to-action which encourages the user to give Towbar Express a call or use the live chat function. This can avoid customers abandoning the cart because they’re too confused or stuck with what to do.

Prove that you are trustworthy

Secondly, there’s a blue box underneath the call-to-action which simply outlines that this is a secure checkout. It’s simple but that small lock icon can really establish confidence in your site’s users. The small payment methods highlighted underneath the ‘Proceed to Checkout’ button also yield this same result. And when your customer is confident that they can trust you, you’ll begin to see those conversion rates increase.

Showing the customer’s progress

When you move on to the next stage, we included a handy ‘Your Checkout Progress’ section on the right so that the customer can see exactly what they’re embarking upon. Alongside this, the steps are laid out and numbered as the customer continues along the process. This way, they are always clear about the next step and what is required of them. Again, all of these small but mighty tactics are crucial in a smooth customer journey resulting in impressive conversion rates.

Like what you see?

If you’re struggling to convert those clicks into sales on your e-commerce site, we could help you out. Get in touch to see how we can improve your Magento or WooCommerce checkout process!


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