The Process of Web Shop Payment - Cart and Checkout Without Leaving the Cart!
Many of the web shops have already met the unpleasant problem of having a lot of visitors on the website with many of them placing products into their carts but with only a few actually buying them.
A large percentage of visitors change their minds at the last moment and leave the web shop with a full cart.
What is the reason for this and what can be done to mitigate against it? The cart is one of the main elements of your web shop because this is the most widespread way to make a purchase.
The visitors place the desired items into the cart and at the end, they order the contents of the cart.
Checkout is the process of payment when the visitors purchase the contents of their cart.
This consists of completing the data (shipping and billing information) and deciding which method of payment and delivery they would like to choose.
At this point, they can also make comments or give their special requests.
It is also possible to pay with the help of any online payment method, etc.
What significantly distinguishes them from other parts of the website is that if the visitor is already here, they do not need any more convincing since they are ready to purchase.
At this point, our task is not arousing desire, or convincing them but avoiding the chance that they will change their mind.
As the visitor still can still change their mind and exit the shop with a full cart - this is called "leaving the cart".
Leaving the cart is a significant problem.
According to international statistics its rate is between 50% and 75%, thus, more than half of purchases are cancelled before completion.
The cause of leaving the cart could be that the visitors are presented with the shipping fees and the additional costs only at the last moment.
Other main causes can be that the chosen item was too expensive, the checkout took too long, the checkout required too much data and the checkout was too complicated.
These problems can be avoided with a well designed cart and payment process.
What are the basic rules for creating the cart and the payment process? Concerning the cart, it is really important to indicate the total price of the purchase constantly - in a box at the side - and not just when the visitor goes to see the cart.
The content of the cart should be editable; the volume of the items can be changed or products can be deleted etc.
It is also worthwhile to indicate the expected extra fees at this point if we have the means to do so.
This depends on the availability of the methods of shipping and payment.
In the case of the payment method, we should consider the following points and that it should consist of the least possible steps.
- During the payment process, the page should not be scrolled (so the information is placed above the visible area).
- Eliminate anything distracting: hide even the general navigation tools and do not disturb the visitor with offers and other conversion helping tools.
- Do not ask for any data unless it is essential for the purchase.
- Always confirm for the visitor where they are, which stage of the process they have reached and how many steps are left.
- Make everything obvious especially what is going to happen, if the visitor clicks on a button - effective trust building is particularly important at this point.
A large percentage of visitors change their minds at the last moment and leave the web shop with a full cart.
What is the reason for this and what can be done to mitigate against it? The cart is one of the main elements of your web shop because this is the most widespread way to make a purchase.
The visitors place the desired items into the cart and at the end, they order the contents of the cart.
Checkout is the process of payment when the visitors purchase the contents of their cart.
This consists of completing the data (shipping and billing information) and deciding which method of payment and delivery they would like to choose.
At this point, they can also make comments or give their special requests.
It is also possible to pay with the help of any online payment method, etc.
What significantly distinguishes them from other parts of the website is that if the visitor is already here, they do not need any more convincing since they are ready to purchase.
At this point, our task is not arousing desire, or convincing them but avoiding the chance that they will change their mind.
As the visitor still can still change their mind and exit the shop with a full cart - this is called "leaving the cart".
Leaving the cart is a significant problem.
According to international statistics its rate is between 50% and 75%, thus, more than half of purchases are cancelled before completion.
The cause of leaving the cart could be that the visitors are presented with the shipping fees and the additional costs only at the last moment.
Other main causes can be that the chosen item was too expensive, the checkout took too long, the checkout required too much data and the checkout was too complicated.
These problems can be avoided with a well designed cart and payment process.
What are the basic rules for creating the cart and the payment process? Concerning the cart, it is really important to indicate the total price of the purchase constantly - in a box at the side - and not just when the visitor goes to see the cart.
The content of the cart should be editable; the volume of the items can be changed or products can be deleted etc.
It is also worthwhile to indicate the expected extra fees at this point if we have the means to do so.
This depends on the availability of the methods of shipping and payment.
In the case of the payment method, we should consider the following points and that it should consist of the least possible steps.
- During the payment process, the page should not be scrolled (so the information is placed above the visible area).
- Eliminate anything distracting: hide even the general navigation tools and do not disturb the visitor with offers and other conversion helping tools.
- Do not ask for any data unless it is essential for the purchase.
- Always confirm for the visitor where they are, which stage of the process they have reached and how many steps are left.
- Make everything obvious especially what is going to happen, if the visitor clicks on a button - effective trust building is particularly important at this point.