The Checkout Process at a Glance
If an online shopper finds themselves on a product details page and decides to purchase the product, they can add the item to their shopping cart with just one simple click. The customer now has the option to continue shopping or to go straight to their shopping cart to begin the checkout process. To encourage them to progress to this stage of the customer journey, the product details page must have first laid the proper groundwork. Read our blog article on this topic: How to Use the Product Details Page as Leverage.
If your product details page is good enough to convince your customers, you now move on to first stage of the checkout process — the shopping cart.
Station 1: The Shopping Cart
First of all, to guide your customers from their shopping cart to the checkout, you should make it easy for them to find certain key elements related to their purchase. These elements can be, for example, an image of the product, a brief description of the item, shipping costs, payment methods, etc. You can use various statistics to pinpoint specific areas that require your attention. Statista, for instance, provides statistics on the reasons why purchases are cancelled, from where you can get a few ideas.
Station 2: Delivery and Payment
At this station, you will need the customer’s data in order to be able to send the product and bill the customer. You also have the option to ask the customer if they want to sign in to or register for a customer account. If the customer chooses one of these options, their data is stored and will not need to be re-entered. This should not be a compulsory step, however, since mandatory registration could cause a customer to cancel their purchase. Instead, you should allow the customer to make a purchase “as a guest.”
Station 3: The Payment Process
On the last page, your customers expect to see an overview of their order with all the information relating to their purchase in a clear manner. If this information is complete and correct, it is highly likely that your customers will confirm their purchase with a simple click and continue to the “thank you” page.
Station 4: The “Thank You” Page
The “thank you” page is an important element in the checkout process. You can use this page to thank the customer and to endorse their purchase with positive emotions, for example with the message “Thank you for your purchase — you’ve made the right choice.” Furthermore, you can make your thank you page informative and user-friendly by including the order number, a brief overview of the purchased items, and information on how to get in touch with questions.
The order confirmation and tracking information for the package should still be sent to the customer via email, since this type of transaction email has now become standard and the information should still be available to the customer even after they have closed the thank you page.