{"id":117501,"date":"2020-04-15T18:00:00","date_gmt":"2020-04-15T23:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/5-rules-to-design-the-best-online-checkout-experience\/"},"modified":"2024-12-21T02:40:48","modified_gmt":"2024-12-21T07:40:48","slug":"5-rules-to-design-the-best-online-checkout-experience","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/creative\/5-rules-to-design-the-best-online-checkout-experience\/","title":{"rendered":"5 rules to design the best online checkout experience"},"content":{"rendered":"

People all over the world are turning to ecommerce to reduce their potential exposure to COVID-19. But did you know that high cart abandonment rates are actually the norm rather than an exception? In 2018, 75% of online shopping orders were abandoned<\/a>. So, for every person that completes a purchase on your site, another three people change their minds at the last minute.<\/p>\n

But ecommerce conversion rates are growing steadily, including a recent (pre-pandemic) 11.6% improvement in mobile conversions worldwide. How, exactly, are UX specialists lowering historically high abandonment rates? Here are our five essential ingredients for the best checkout experience.<\/p>\n

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  1. \n

    Make it a single page… if you can<\/h2>\n

    Long, complicated checkout processes are one of the leading causes of cart abandonment, accounting for 23% of all unfinished transactions<\/a>. Less is more in ecommerce in 2020, with savvy shoppers increasingly expecting seamless shopping experiences from niche sites and retail giants alike.<\/p>\n

    Single-page checkouts are often lauded as the ideal solution because they’re intended to provide users with a faster, simpler way to complete a purchase. If you’re already signed in\u2014with your shipping and billing details saved\u2014you may even be able to complete your task within a few clicks.<\/p>\n

    Three types of one-page checkout<\/h3>\n

    Standard: Every field displayed on a single page<\/h4>\n

    \"Wireframe<\/p>\n

    Accordion: Reduces cognitive load; imposes order<\/h4>\n

    \"Wireframe<\/p>\n

    False: Validation required but not made clear<\/h4>\n

    \"Wireframe<\/p>\n

    What if one page isn’t an option?<\/h3>\n

    Whether you’re dealing with stringent business requirements or more involved purchases, you may find that you simply have too many fields, steps, and confirmations to fit on a single page. Nobody wants to be presented with an overwhelming desktop checkout or endless scrolling on mobile.<\/p>\n

    The most important thing is to understand your audience. Certain demographics (including more mature users) may be thrown off by a one-step checkout, instead preferring to be gently guided through a multi-page checkout experience. That’s why many start-ups and smaller brands use Shopify, whose standard checkout template is four pages\u2014and is becoming an accepted norm for online shoppers. Flesh Beauty<\/a> is a great example:<\/p>\n

    \"Multi-step<\/p>\n

    Think of an online purchase as a banquet meal with several courses: it may be better to break it down into digestible pieces rather than serving up everything on one oversized platter. Just remember to:<\/p>\n