The Impact of Checkout Page Design on Conversion

• Digital Marketing
•  06 Apr 2023

The Impact of Checkout Page Design on Conversion

“Your product might be the best, but initially it is the experience a customer goes for”

Imagine, a customer is scrolling through your online store, he/she likes a product and wants to buy it. They put it in their cart and go for checkout. Suddenly something happens and the customer decides they do not want to buy the product. It feels bad right? But why did the customer change their mind at the last instant.

The answer is poorly designed checkout page.

Online shopping is a journey that is filled with products in all the categories, the customer has a lot of options to choose from. They put everything in their cart and are ready to buy. However, if the checkout page, which is the final step for online shopping, has a poor design there is a very big chance that the customer will not buy the products. There could be multiple reasons for this customer behavior. Some might find it too complex to complete the checkout. Some might find the extra charges to be a huge burden. Some might leave because too many details are required for checkout. Frankly speaking, it gets very frustrating when any of the above-mentioned happens to the customers.

In this blog we will glide through the designing of a checkout page.

What is a checkout page

A Checkout page is the final step for any e-commerce website whenever a customer wants to buy some products. It carries the potential of either selling the product or abandonment of product by a potential customer. Keep in mind that the customer wanted to buy the product, that is the reason that the customer added it to their cart. But somehow the checkout page gave them a sense of discomfort which led them to discontinue their purchase. The customer can feel irritated because of multiple reasons, such as;

• Huge extra costs such as shipping charges and taxes
• Website asking to create an account for checking out
• Customers do not trust the website with their card information
• Long checkout processes
• They could not calculate the total cost beforehand because of no knowledge of extra costs
• Malfunctioning of website

Remember that scrolling through an e-commerce website could be a dazzling task because each action opens up a new page. It could be a puzzling task for some people. A properly designed checkout page can leave a lasting impression on the customer's mind even after the purchase is complete. However, if the checkout page is not good enough, it will confuse the customer and there are almost zero chances that they might visit your website again.

How to Create a Good Checkout Page

There are multiple ways in which one can create a good and decisive checkout page. A very easy way to do this is by getting a professional to do so. But they will only help you once and charge a huge sum of money. Therefore, we would advise you to go for a web development service as the experts are always updated about the new techniques that could be used to design your overall e-commerce website. Unify Wizards is a web devolvement organization that has experts and knowledgeable professionals in the field of digital marketing.

Now let's go through some checkpoints for creating a good checkout page.

Provide multiple payment options:

The first and foremost thing for a good customer experience is to provide multiple payment options. One must understand that every person prefers a different payment method according to their convenience.

If a customer likes a product, they add it to their cart. If during checkout they do not find the appropriate payment gateway, first they lose trust, followed by interest in the website. Keep in mind that the payment gateways should be changed according to the geographical location for a seamless customer experience.

Enable Guest Checkout

There will be many customers who will be visiting your website for the first time. Mostly, they come through any reference or in search of a particular product for the best price, all and all they are your potential customers. If they find an appropriate product, they will certainly add it to the cart. Now if during checkout they are pressurized to create an account and put their credentials, they will certainly lose interest and might abandon the purchase.

You should understand that they are your potential customers. They will only come back if they are satisfied with the product and experience of your website. The best practice that should be used is to allow them checkout without creating an account. Your focus must be on giving a seamless experience to the customers. Once they like your product, they will certainly come back and with the intention of availing themselves of your services in the long run.

Transparency about extra charges

You must use certain ways to inform your customers about the extra charges that are eligible on a certain product. While you must try to incorporate all the taxes in the price visible to the customers. But if it is not possible then there should be clarity in the customer's mind regarding the total charge.

For example, delivery charges are different for different regions and that is understandable. However, to create an impact you can use different schemes like free delivery over a certain amount or start your subscription service.

Create a Responsive Checkout Page

If the checkout page takes too much time to load or is unresponsive at times, it irritates the customer very much. You should design your checkout page in such a way that it takes minimum time to load and can be conveniently scrolled down.

Similarly, creating a smartphone friendly website is also very important. One should use big buttons to ensure that the user can interact with the website conveniently. There must be ample space between the buttons to eradicate the chances of tapping the wrong button.

Use Symbols of Authenticity

Getting a secure badge and incorporating it within the checkout page gives a sense of security to the customers. They believe that their sensitive credentials are in safe hands. It assures the customer that their debit or credit card information will not be leaked, and they are not exposed to any form of cyber security threats or data breach. Some examples of security logos could be VeriSign, McAfee, SSL certificates

Always Send a Confirmation E-Mail

Sending the customers an invoice for their purchase through E-Mail is a great way of gaining trust and showing them that you care for them. It can also be used as a way of conveying a thanks message for making the purchase. These emails may consist of tracking id and delivery information like delivery partner and where the product is coming from. It can also have a customer support number for getting any updates about the delivery or any issue regarding the product.

Keeping these points in mind will provide your customers with a good experience and they will be loyal to your website. They might give good reviews that can be used to publicize your website. The chances of getting referred to by new customers also increase drastically.

How Unify wizards help in creation of converting Checkout Pages

Unify wizards is a well-established name in the realm of digital marketing. They can help you with all your website needs regarding your online presence. They are experts in web development and their team will help you in creating the best version of your website. Using their vast experience, they can create a smooth and seamless website suitable for your tailored needs. They will make sure that your website does not lag or takes too much time to load. The checkout page will have all the elements required for building trust and providing a safe environment for the customers.

Overall make your e-commerce website convenient and hassle free for your users with Unify Wizards.