UK SEO and Internet Marketing Forums
Creating the perfect checkout process

In my quest to convert more customers I am looking to stop people bailing out (cart abandonment) of checkout.

In designing the checkout the spec has included the following

Clear guide to where you are in the process ie Step 2 of 4
A clear statement/indication of when the customer is transferred to the secure server.
Postcode recognition and a simple checkbox to indicate shipping and billing addresses are identical.
The ability to step forward and backwards through the process and alter information
A bailout pop up that asks if the customer wants to save their cart in the event they jump ship mid checkout
A definate indication that progress is occuring after entering CC detalis to prevent refresh/bailout.
Mouseover help info to explain what is required for each box at checkout


Any more ideas or thoughts on checkout procedures or ideas to limit cart abandonment? All thoughts are very welcome!

Damn forgot to mention the shipping!!

Yes this is part of step 1 so there is no confusion. Thankfully being based in the UK we have a flat rate for 99% of orders.

Prinatble order sheets, another one I forgot to mention!! And a message informing the customer that there will be the option to do this at the end of checkout so they don't try to print mid checkout!

What do you mean by Thank or follow up order offer ability??

Thanks for the input Melanie, two points I have to add to the wish list!!

I quite like that although I'm very concious of being a little heavy handed or intrusive. Certainly something to think about but then we send specials out anyway to customers that sign up for the newsletter.

Hello Gary
Couple of things to bear in mind,
KISS - Keep it simple stupid

So along these lines minimal information, if its not needed don't collect it, if it is not vital and can be collected later collect it later.

When a user clicks the checkout option from their basket they begin a journey one you wish to keep them on, reduce the number of escape routes so only include links that are vital the temptation is to throw offers at them, and while it may increase sales for a few it gives others a chance to get away. lose all the categories and all but legally required links and vital info.

make paying simple, if you offer several methods of payment show them prominently and let a person choose the payment near the beginning.

just some food for thought

I think tunnelling visitors at this stage is vital regardless of who they are, my second biggest client is a Technology retailer who has real problems with wandering users.

When we started doing user studies we found that a good portion of visitors took more then 1 day to complete an order, with many going right the way up to the confirm my order stage before holding off and coming back.

The reason simple they were checking the total price, must people don't give accurate shipping or VAT details at the beginning so another good piece of advice is to add the VAT and shipping charges information when users view their shopping cart rather then waiting till they start the checkout process.

Storing customer info is another area you may wish to look at, many sites try to force registration on shoppers, I would say that breaches the golden rules
A nice idea is after customer has placed their order the first time and its been completed is to then offer registration (to help conversion you could make features such as sending SMS messages to them part of the membership)
Being able to login and place an order quickly is great for repeat users but not everyone will be back, so avoid compulsory registration where possible.

Thats a good idea.