E-Commerce for All

I find that many store owners and developers spend little time to streamline their checkout and improve its ability to convert. The fact is, this is one of the most crucial elements of your store and begs your dedicated attention. So today we will consider the options and convertibility of your store’s checkout procedure.

There are literally hundreds of checkout methods which are both effective and not effective. Many times something that is effective for one store will bomb in another. Your checkout process requires research and improvement. You cannot just add something and not follow its effects, this will get you nowhere fast. Don’t be afraid to think outside the box, just keep the shopper in mind at all times.

1. Colors! Have you considered the colors of your checkout buttons? Color psychology is a very real and effective method for eliciting intended responses from you visitors. At the end of the day what works is what works. As a rule I avoid red checkout buttons as I believe the bring a stop or pause from the shopper, I tend to use green… Green for “Go”. Read up on some color psychology.
2. Perhaps nothing is more effective and time consuming as troubleshooting the location of your “Buy” or “Add to Cart” button. I am a firm believer that this button should be above the fold on your page, as near to the top as logical, and large enough to grab the shopper’s attention. Many shoppers are in fact spontaneous shoppers and won’t read a single word of your options and description… Fine, let them checkout ASAP! Most remaining shoppers will read a bit, scan it if you will, and then be ready to checkout. Once again, let the locate the button easily.
3. Shoppers should be immediately taken to their cart upon adding an item… But allowed the option to continue shopping at the cart summary level. Not taking shoppers to their cart inhibits their desire to checkout and causes concern as to their cart’s contents, very simply its makes them less trusting of your store.
4. You want your checkout to be as short as possible. We have become a very impatient society and do not wish to be bothered with “fluff”. The fewer steps in your checkout, the better it will convert shoppers… Its that simple.
5. I realize I just told you to avoid “fluff” in your checkout, but be advised I do not mean to avoid clear direction and navigation. Believe it or not shoppers still require a bit of “hand holding”. Add text, colors, and enhanced navigation to your checkout so they can stay on track. If you do not have directional prompts and a progress indicator of some sort in your checkout process, you are losing sales.
6. Nothing perhaps is more counter productive than too many options to confuse a shopper. People do not require 5 shipping options or 12 payment options… Honestly, they buy online for convenience and too many options causes them to make decisions they would rather avoid. Keep it simple… For example what is the value of having PayPal and Google Checkout?