In a previous post we provided you with essential magento tips for beginner in designing the checkout page of your Magento store. In this post we’ll focus more on how to improve functionality, providing you with 6 useful tips for capturing the customer’s data during the checkout process:
1. Avoid using contextual words (e.g. Continue) as much as possible
By using contextual words you will only increase your customer’s uncertainty, since he/she will not know exactly where on the checkout place he/she resides. If you want to increase your customers’ safety and attract their attention during the checkout process, you have to use words which clearly indicate what’s going to happen next (e.g. Next - Billing Information). Additionally, indicate very clearly when a button leads to an external website (such as Paypal).
2. Support the sensitive data fields with a trust logo
If your checkout process is designated to capture sensitive information, such as credit card details, then you have to reinsure your users that their data is safe with you. To do that, try placing one or more trust logo near those fields. A good example is the one below.
3. Shipping address should always be considered the same as billing address
Most of the big online stores consider the customer’s shipping address to be the same as the billing address, and for 95% of the customers it’s better that way. However, Magento considers the two addresses to be distinct by default, which makes the entire checkout process more complicated than it should be. Fortunately, there are some Magento extensions out there which prove helpful in this regard, such as One Step Checkout.
4. Ask for the essential information only
You should avoid creating extra input fields for your customers, since this would only lead to a higher chance of abandonment. The client may get disturbed or annoyed by the multitude of fields, or he might simply lose interest in completing them. In the worst case scenario, he/she might even wonder why you’re asking for so much information, and this will only decrease your authority.
5. Use all the information that you have
It’s important to make the checkout process as easy and intuitive for the customer as possible. Thus, try to prefill your fields with whatever information you previously have. For instance, if the customer’s address has been memorized from a previous checkout, use it. Luckily, in Magento this comes set in as default, so there’s not much to worry about. However, you might stil want to analyze the data that you receive from it, and check out which type of customers are returning most often. Then, you could offer promotions to those that fall out of your main niche.
6. Inform your users about the product delivery times
Some users want the delivery information to be put up-front, and if they fail to see this kind of information throughout the checkout process they will simply leave. Many people are ignoring this fact, but if you’re looking to get a higher checkout conversion rate you should try to implement it as soon as possible. Also, try to tell your customers about the delivery times very early in the process. At minimum, provide them with this information when they choose their preferred shipping method.
I find all the tips very useful. Its really important to capture customer attention during the checkout process in order because in any case if they any difficulty they will leave and that will result in high shopping cart abandonment rate which is not at all good.
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