• Yeast


The last step in the online purchase process is always the purchase page; checkout of your website. It consists of a number of steps that lead to the completion of the purchase. It is not uncommon for people to leave shopping carts during the checkout process due to a poor user experience. And it’s a shame when that happens. In this post, we will discuss the things you can improve from UX shopping cart to the side with thanks. We’ll tell you how to make your visitors as comfortable as possible while they complete their purchases.

To learn more about user experience (UX) and other essential SEO skills, check out our Versatile SEO training! It doesn’t just tell you about SEO: it ensures you know how to put these skills into practice!

Before we get started, be aware that UX conversion and unsubscribe pages go hand in hand. Improving the UX of your purchase process will also affect your conversion. For example, due to the overly complicated check-out process 17% abandonment of the trolley. Therefore, you should make sure that your potential customers are as comfortable as possible while completing their purchases. Don’t lose out when buying due to a bad UX page to buy. Based on this, we explore the various elements on your purchase page that affect the user experience.

Design, layout and typography

Let’s quickly discuss the look of your shopping page before going into the actual content of the page. We recommend a clean design for the cash register page, regardless of the products or services you sell. The checkout page is designed to complete purchases, so everything on this page, including page design, should make it easier. At this stage, you no longer have to “impress” your customers with fascinating images and interactive web elements. Instead, try to give them a quick and easy payment process.

This could mean using simple page design with lots of white space to make important fields and information stand out. Font selection should be easy to read on desktop and mobile devices. Take the Nike Cashier page for example, the design of the page is clean and simple, which makes it easier to review the purchase process.

Nike’s cash register side is clean and simple

A line of progress

One of the most important things to be aware of is that the UX page at the checkout is actually the optimization of each individual step (page) when purchasing. process. Before we go into details, we would like to mention the best friend of your visitors in the check-out process: the progress bar. This way, visitors can see how far they are in the process. It actually causes igerificationmaking them even more likely to complete the entire process.

At Yoast, we’ve added a little motivational twist to improve the UX of our buying pages: a potential buyer starts in step 2 of the process. The first step is to click the buy button, which the person has already done, right? This too deserves confirmation! Getting started in Step 2 is like giving them an edge and motivating them to complete the purchase.

If you don’t have a progress bar on your redemption page, it’s a good idea to design your site so that customers know where they are in the buying process. Nike, for example, follows this approach on its cash register page (as shown in the example above).

A very important aspect of your UX shopping page is shopping cart review. No matter which product you sell, every shopping cart review should include at least the following elements:

  • Product pictures. These help the visitor to remember which products he added to the cart. Shopping takes time and it’s just a kind reminder.
  • Prices. Clearly state the price of each item, the amount per item, any discounts, if any, and the total price to be paid by customers.
  • Shipping costs (and other additional costs). Clearly state shipping options and costs to avoid surprises. You should not incur any additional costs after this point of the unsubscribe process, as this will destroy the UX of any unsubscribe site! In fact, 16% the abandonment of the cart is due to the fact that people cannot see the total cost of the order in advance.
  • Safety signs. Make it clear that everything is done in a secure and secure environment, for example with clear SSL certification and things like Symantec seals. Testimonials also help with social security.

All of these things together create the optimal UX side at the checkout: a sense of confidence and comfort that will invite the visitor to complete the purchase.

An optional element in this review is the list of available means of payment. Here, you can easily display their brand logos to inform customers. In fact, we think the payment options should be clear before we go to review the cart. This means that you have this information on the product pages or at the foot of your site. This will prevent frustrations such as the need to use an authentication device when it is not around.

Coupon codes

Nowadays, many more people buy and give gifts online with coupon / discount codes, so keep in mind the coupon code option on your shopping page. The coupon code section should be clear and easy to find. There is no serious strict rule as to where we should place this option. But most companies make it convenient by putting it in the payroll review. Some companies also show this option in the payment overview and in the shopping cart overview.

In addition, when a customer uses a coupon code, it must be clear to the person that the code has actually been used. This should also be reflected in the shopping cart review, indicating the discount received by customers.

Amazon decides to put the coupon code section in the pay review step

Purchase a guest

Many online stores require customers to create an account before they can proceed with the completion of the purchase process. We are aware that a user account is more convenient for the customer and will facilitate revisits and future purchases. It gives you wish lists, account history and saves a lot of support questions about it. And for you as owners of online stores, it is useful because you can build a database of your users. However, creating this account is a barrier for many potential customers and can lead to shopping cart abandonment.

This is an extra step and does not improve the UX of your purchase site as such. Instead, you can ask customers to fill in their shipping information first and then allow them to create an account. Another option would be to ask the customer to create an invoice for future purchases after the actual sale.

Delivery address and invoice

The need to create an account

You know that when a customer confides their personal information to you, they are very likely to buy it at your store. If you ask them to create an account in this step, many customers will not be bothered by the question. Preferably, this question should be in the form of a checkbox: Do you want to create an account? Please list some of the benefits of this account. When you click the check box, you can add some additional password fields and a “reset password” box to make sure. Once again, keep it as simple as possible.

Many companies request this information as a first step in the purchase process (immediately after they ask you to create an account or use the guest purchase option).

One of the most important things any UX or conversion expert will tell you: don’t ask for too many details in the online form. You don’t have to know their pet’s name unless you’re selling dog food and want to send the dog a birthday present, of course. No, not even then! There might be a nice gadget in your sidebar for this, but ask only what is needed during the checkout process. This usually means that you only need to apply for:

  • company name (if selling to companies)
  • customer name
  • delivery address / invoice
  • e-mail address
  • Phone Number

In many cases, you don’t even have to ask for a phone number. A simple checkbox will prevent them from filling in the same information twice: “Delivery address and invoice are the same”. Check. Of course, all this information is entered in safe, secure environment and use in-line verification to guide the visitor through the form.

Review of payments and payments

All payment options must be clearly stated here. And as we mentioned: avoid surprising costs such as additional shipping costs or other fees (or tax). In addition, consider setting up a discount code option in this section.

At this point, visitors are likely to complete their purchase. In this step of the purchase process, they will select the desired payment method and pay for the products. It’s good to have ‘order review“step by step payment methods and insert the ‘place order’ button there. This gives people a chance to check their order one last time before they actually pay for the purchase.

After the sale

Now that the deal is done, you need to lead the visitor to the door of your store, thank him for the purchase, and tell him to come back anytime. There is nothing new here as we are doing exactly that offline.

Thank you for trusting your company. Tell him that you will do everything you can to ensure that he receives the products as soon as possible and that you handle the shipment with care. This is just a general text on that side of thanks. There are several things you can do here:

  • Create an account. If your site has this account option, as mentioned earlier, you can offer the customer the option to create an account for future visits (again). Explain why this is useful.
  • Subscribe to the news. Ask your customer to subscribe to your newsletter so they can be informed about upcoming promotions and new products you have for them. If a customer is enthusiastic about your website and / or products, they will subscribe.
  • Discount on next purchase. Everyone loves discounts and that’s for sure. There are several ways to approach this. Offer it every time (“5% on your next purchase”) or combine it with the newsletter option (“subscribe and get a $ 10 discount code”). Send an email a few days before the coupon expires to remind people of the discount. They are likely to buy just because they don’t want to waste that discount.
  • Share on social networks. Your (satisfied) customers are your marketers. Ask them to share their purchase or general promotion of your online store. They have made a purchase, they probably like your site and there is a high probability that they will be willing to promote your site / products.
  • Follow and follow. Maybe that should be at the top of this list. If the purchase was for a reasonable amount of money or the product is something the customer wants as soon as possible, the latter and tracking allows them to see where the product is at any time (e.g. ‘in production’, in stock, ‘delivery’ on the way towards your house ‘).

This tracking and tracking can usually be done with the app or online. But you really should consider sending updates via email also about delivery dates, delays and things like that. Domino’s Pizza even tells you via push notifications that your pizza is in the oven. Apple sends an email a week before the delivery of your new iPhone. This isn’t an email you’re going to treat as spam, is it? Make sure your customers are up to date with their purchase / delivery.

As mentioned at the top of this article, this is not a conversion guide for your buying process. It deals with your site to buy UX. We believe that the UX page to buy should not differ much depending on the online store. And the UX purchase page should not deter potential buyers from completing the purchase!

Read more: Shopping cart abandonment »


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