Useful e-commerce Checkout Usability Techniques

Here are some tips to reduce friction and increase conversion.

• Default to shipping address being the same as billing address. Use a checkbox to ask if
  they are different

Always have alternatives in place, give every customer a choice. By using this option customers won’t get overwhelmed.

• Provide extra reassurance when capturing non-standard information on checkout

Any sensitive information captured by the system has to be validated and reassure the customer why it is been taken for.

• The primary call to action should be the most dominant visual element of each page

The most prominent call to action should lead to the most logical “next” step.

• The primary call to action should be the most dominant visual element of each page

Customers often click without reading button text, the most prominent call to action should lead to the most logical “next” step.

• The Guest checkout option should be the most prominent. Preferably placed in the top area of the page

Guest checkout should be placed prominently to avoid the risk of customers overlooking it. Customers mistakenly believing that registration is required can be a huge contributor to increased abandonment. If you have a guest checkout option, don’t hide it.

• Drop-down carts should stay visible indefinitely when hovered over

Allow at least 10 seconds for customers to read and verify the cart content. Temporary drop-down carts often disappear so fast after a product is added that your customer doesn’t have time to process what happened.

• The checkout-process must be completely linear

There shouldn’t be any sub steps or going back to previous page. It needs to be in symmetry.

• Order Summary costs should be detailed

Additional fees like shipping, handling, and taxes appearing only at the end of the checkout process. Being upfront with the fees will maintain credibility.