Imagine this: 1,000 visitors browse your website, 600 add items to their basket, but only 4 complete the purchase. Frustrating, right? I was experiencing this exact problem and knew I needed to improve my checkout user experience (UX) to turn things around.
The first step was analysing user behaviour. Facebook Pixel data revealed that 20% of my audience initiated checkout, but most never reached the payment screen. HotJar, a website heatmap and recording tool, provided even deeper insights. By viewing recordings of user sessions, I could see exactly where users were abandoning the checkout process.
Here are the specific changes I made to optimise my checkout UX and significantly boost sales:
1. Removed Coupon Code Field
This was a tough decision, but after observing customers searching for coupon codes online and then abandoning their carts upon finding none, I knew it was necessary. While I still offer coupons, they are not advertised on the checkout page. This eliminates distractions and keeps users focused on completing the purchase.
2. Removed Google and Apple Pay Options
While these options seem convenient, they can be counterproductive for certain demographics. My target audience skewed older (40+), and many users weren’t familiar with Google or Apple Pay. Clicking these buttons could lead them to confusing setup processes, causing them to abandon checkout altogether. Additionally, these buttons might create a sense of pressure, making users hesitant to proceed.
3. Streamlined Shipping Information
Previously, my checkout presented separate billing and shipping information forms. This can feel overwhelming to users, especially since most online purchases use the same address for both. To address this, I made the billing address the default shipping address, with a clear option to enter a different shipping address if needed. This simplified the checkout process and reduced perceived effort.
4. Removed VAT Information
My store caters exclusively to UK customers, where VAT is already included in displayed prices. While transparency is important, including a separate VAT line item can add unnecessary clutter and potentially confuse users. I now clearly state elsewhere that VAT is included, eliminating the need for a separate checkout row.
5. Highlighted Free Delivery
My store offers free UK delivery, a significant selling point. Previously, the checkout page included a delivery cost line item (even though it was always £0). I removed this and added banners throughout the website promoting free delivery. This reinforces the value proposition and reduces checkout complexity.
6. Implemented Email Retargeting
Statistics show that it often takes six interactions with a brand before a visitor converts into a customer. Retargeting website visitors who abandon their carts allows you to stay top-of-mind and nudge them towards purchase. I implemented automated emails reminding users about abandoned carts, significantly increasing my retargeting success rate.
7. Prioritised Email Address Collection
To effectively retarget abandoned carts, I needed to collect customer email addresses. Previously, the email address field was positioned at the bottom of the checkout form. I moved it to the top, significantly increasing the number of captured email addresses for retargeting purposes.
8. Optimised Ad Goals
Initially, I focused my advertising campaigns on getting users to add items to their baskets. While this increased basket additions, it didn’t translate into sales. By refocusing my ad goals on purchase completion, I reached users who were more likely to convert.
9. Clarified Payment Method Labels
The most significant improvement came from a seemingly minor change. My checkout form originally used the label “Credit card details.” A customer contacted me wanting to pay by debit card, but she abandoned checkout because she didn’t have a credit card. After changing the label to “Debit or credit card details,” my sales quadrupled overnight! This highlights the importance of clear and inclusive language.
While these strategies were effective for my store, it’s important to remember that every business is unique. Continuously testing and iterating on your checkout UX is crucial for optimising conversions. By understanding your target audience and addressing their specific needs, you can create a seamless checkout experience that drives sales.
