Here’s something that might surprise you: a whopping 69.8% of online shopping carts are abandoned. That’s nearly seven out of ten people who load up their baskets and then vanish without buying a thing. It’s a bit like standing in a queue with your arms full of groceries, and then, just popping off home without them. Oops! But don’t fret—most of these vanishing acts are simply due to hiccups in your e-commerce checkout process, and thankfully, they can be ironed out through some simple E-commerce checkout optimisation.! Even the tiniest tweak in how your checkout looks or works can mean big improvements in getting those sales over the line. Fancy finding out how to figure out what’s golden? Enter A/B testing in e-commerce, which does all the hard stuff for you.
In this chat, we’ll look at five straightforward A/B tests you can run to smooth out your checkout process, stop those carts from deserting, and boost your e-commerce sales. Perfect for beginners, these plans are practical and known to work wonders. Let’s jump in and turn those browsing visitors into happy shoppers eager to buy.
1. Simplify Form Fields For E-commerce Checkout Optimisation
Your customer is on the brink of buying, card in hand, but then they hit a wall of questions on your checkout page. Too much faff, and they might just give up.
Keep it simple, really. Trimming down the form is an easy way to solve this common headache.
What to Test:
- Cut down on required fields. Maybe combine “First Name” and “Last Name” or use an address autocomplete to speed things up.
- Get rid of optional fields. Do you actually need a phone number right then and there?
- Try taking out unneeded steps in a multi-page checkout.
Why This Boosts Sales:
A clunky, time-wasting form is a major reason carts get abandoned. Making the experience smooth and quick means fewer drop-offs and more e-commerce conversions.
Proven Results:
According to Baymard Institute, 22% of US online shoppers ditch their carts due to a tricky checkout. When an online shop simplified their forms by removing extra questions, their conversions jumped by 15%.
2. Highlight Payment Options for Better Checkout Performance
Payment options are like your checkout’s winning card. If a shopper can’t pay with their favourite method, they might just head off to a competitor who does offer it.
E-commerce brands that cater to payment preferences can pull in a broader mix of shoppers and rake in more sales.
What to Test:
- Include popular payment ways like PayPal, Apple Pay, Google Pay, or “buy now, pay later” choices such as Klarna or Afterpay.
- Play around with where these payment options show up. Why not test spotlighting PayPal as the main choice or promoting mobile pay for phone shoppers?
- Pair up payment methods with trust badges to boost confidence.
Why It Works for E-Commerce:
Ease and trust are best mates. When you offer a mix of familiar, secure payment options, you ease buyers’ worries and build trust in your checkout process.
Success Story:
A beauty brand aimed at Gen Z shoppers added mobile payments and saw a 20% rise in mobile e-commerce conversions. Why? People love simple and familiar ways to spend their cash.
3. Improve CTA Buttons for E-Commerce Checkout Optimisation
Call-to-action (CTA) buttons might be small, but they sure pack a punch in guiding folks through a checkout. A good one spurs action, while a not-so-good one causes dithering or drop-offs.
What to Test:
- Button Text: Try different wordings like “Complete Purchase,” “Place Your Order,” or “Get It Now.” Short, snappy messages tend to work wonders.
- Button Colour: Experiment with colours. A bright green button (often linked to “go”) might work better than a dull grey one.
- CTA Placement: Check if placing the button above the order or below it makes a difference.
Why This Grows E-Commerce Conversions:
CTA buttons are key to the user experience, leading shoppers smoothly to the finish line. A clear and eye-catching button is like a friendly nudge to buy.
Psychological Tip:
Creating urgency works wonders. Phrases like “Order Now” or “Limited Stock” make potential buyers fear missing out and push them to act fast.
4. Use Free Shipping to Boost E-Commerce Conversions
Everyone loves free shipping—it’s like a golden ticket for boosting sales online. The sensation of saving on delivery costs feels like an instant win and pushes buyers to finish their purchase.
What to Test:
- Show off a free shipping offer if they spend enough: perhaps, “Spend £50 or more to get free shipping!”
- Try free shipping on all items but tweak product prices to cover this.
- Use a countdown: “Free shipping ends at midnight!”
Why Shoppers Flock to Free Shipping:
BigCommerce says 77% of shoppers are more likely to take the plunge if free shipping’s on the table. It’s now expected in the online world, mainly when brands are competing on price.
Case Study Example:
An online store offered free delivery for orders over £75. Although purchases at lower amounts went down, the average order value rose by 28%, resulting in more profit.
5. Add Guest Checkout for E-Commerce Checkout Optimisation
Having to make an account can make some folks bolt. Indeed, Baymard research notes 24% of shoppers abandon carts over mandatory sign-ups. The fix? Introduce a guest checkout and meet customers where they are.
What to Test:
- Add an easy guest checkout choice on your checkout page.
- Offer sign-up after purchase with something like, “Sign up now to save your info for next time!”
- Play with phrases to show the benefits of guest checkout, such as, “Skip the account, save time now!”
Why This Enhances E-Commerce Performance:
By letting shoppers skip the unnecessary, you keep them on target: finishing their purchase. The simpler the process, the more likely they’ll complete the checkout.
Real-Life Example:
A retailer added a guest checkout and saw an 18% boost in completed sales. People loved the simplicity and privacy, making buying a breeze!
Final Thoughts: Get A/B Testing for Better Checkout Conversions
Tweaking your e-commerce checkout process doesn’t have to be overwhelming. These five A/B tests let you make small but important adjustments that ease the buying process and boost conversions. From simplifying your forms to showcasing varied payment options and free shipping, each tweak brings you closer to a flawless checkout.
The big takeaway? Always let data be your guide. Whether you’re playing with CTA button spots or trying free shipping, A/B testing keeps your shop up-to-date with customer needs.
Stop losing customers at the last step. Launch these A/B tests, dig into your findings, and watch as your e-commerce sales rise with carts finishing their trips. Your bottom line will love you for it.
