Modern-day shoppers are bombarded with competing online distractions. To make matters more complicated, they also have heightened expectations for rapid service and efficiency.
A solution? A digital, seamless checkout process tailored to meet growing demands.
From boosting security in online transactions to embracing new technology, here’s how businesses can revamp the checkout experience.
Shopper expectations at checkout are at an all-time high. With 91% of consumers reporting that a satisfying online checkout experience is crucial for their decision to return to a retailer,1 brands can begin to modernize the checkout experience by:
Meeting customer expectations at checkout directly impacts conversion rates – 64% of consumers say they may not or would not purchase from a brand without an optimized online checkout experience.5
On the other hand, unsatisfactory online checkout experiences — whether due to mandatory account creation, unexpected shipping costs, or even a malfunctioning coupon code — can cause cart abandonment rates to skyrocket.
Given that 20% of consumers shop from a different retailer after abandoning their cart, failing to meet customer expectations at checkout doesn’t just hurt your bottom line. It may also lead to poor reviews and decreased loyalty.6
While traditional checkout methods were common in the early days of e-commerce, they now have the potential to lower customer satisfaction and conversion rates. Here’s why:
Take the beauty brand Kiramoon, for example. By optimizing the checkout experience, the brand increased its transaction volumes — with a 6.25% higher average order value for purchases made using PayPal compared to other payment methods.
Secure and trustworthy checkout processes help build customer confidence. According to a 2022 survey, many consumers prefer online payment methods that don’t require sharing their financial details with merchants.7
Get started with these best practices:
Secure and reliable payments are the first step to a seamless checkout experience. Next up are user-friendly, intuitive checkout pages.
Keep these tips in mind:
Opt for simplicity. Use clear, straightforward layouts and minimize the number of form fields to reduce complexity and increase speed.
Have clear navigation. Prominent buttons and steps help customers know exactly what to do next without confusion.
Remove friction points. Identify any obstacles that might deter a customer from completing their purchase, such as unnecessary pop-ups or complicated verification processes.
Not every customer will want to pay with a credit card. Some may want to split up the cost of a large purchase into manageable installments, while others may prefer the security of digital wallets.
Offering diverse payment choices — including digital wallet payment solutions, credit/debit cards, and buy now, pay later — can demonstrate your business prioritizes accessibility and inclusivity, allowing a broad range of customers to navigate and complete purchases easily.
While brands should avoid overwhelming shoppers at checkout, new technology can simplify and accelerate checkout.
For example, artificial intelligence can optimize customer experience by analyzing behavior and preferences to offer personalized product recommendations.
Voice-activated shopping is another innovative solution, allowing customers to add items to their cart and complete purchases using voice commands.
For those with a brick-and-mortar presence alongside their e-commerce store, contactless payments can streamline in-store transactions.
As you explore these technologies, don’t forget the importance of mobile-friendliness. As average online shopping cart abandonment rates rise from 70% for desktop to 84% for mobile devices, you’ll want to e ensure any new implementations don’t compromise the mobile user experience.8 Check out this guide for more tips to decrease cart abandonment.
By tailoring the online checkout experience to individual preferences, data analytics is among the most powerful tools for personalization.
With data analytics, you can:
As 73% of shoppers expect brands to understand their unique needs and wants, personalization at checkout isn't just about unlocking their satisfaction — it's a competitive advantage that can boost conversions.9
Learn more about how efficient checkouts can help drive e-commerce success.
There’s nothing more frustrating as an e-commerce brand than losing customers — and revenue — to abandoned carts.
Adapting to shopper expectations at checkout can remove friction points. From enhancing security to adopting new technology, strategic optimizations can create a more personalized, efficient online checkout experience. Learn how PayPal can help elevate your checkout experience.
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