The Five Steps of the Perfect Checkout Process
In the bricks-and-mortar world, people abandon a shopping cart on average 2.5 to 3.3 times out of 10. In the online retail space, people say sayonara to their shopping cart on average 6.1 to 10 times out of 10. Amy Africa, chief imagin-8-tor at online marketing consultancy Eight by Eight, used this statistic last month for emphasis in her ACCM presentation, “48 Tips for Increasing Your Web Conversion and E-sales Now!” A key reason for abandonment, she says, is marketers make it too complicated and frustrating for people to complete the process. The ideal checkout process should be comprised of just five steps:
1. welcome/cart contents
5. confirmation/thank you
To make it crystal clear to shoppers that placing their online order with your site really is this simple, place a gauge at the top of each page in the checkout process that visually shows them their progress and proximity to completion. For example, list the five steps to checkout completion, then highlight only the step that pertains to the page which the customer currently is viewing. This works for two reasons, Africa explains: 1) people love to complete a task; but 2) they want to see they can do it quickly.