E-Commerce Insights: 5 Steps to the Perfect Checkout
Steps 2 & 3: The Billing Page and the Shipping Page. In a utopian world, billing and shipping would be one screen. Each field should be vertical, and variant fields (telephone number, for example) should have an example underneath, even if you’re going to auto-correct any errors customers type in.
At the end of the billing screen, offer a check box for “click here now to use billing address for shipping.” Offer the same statement at the top of the shipping page, so if users miss it on the billing screen, they can still easily prefill their information.
Step 4: The Delivery Options and Payment Page. Chances are, this will be one of your most abandoned pages. So it’s important to set it up correctly. Show credit card symbols on the page, and don’t just rely on the words. Ask for the type of card with a check box near the icon (not a drop-down), the name on the card, the card number, expiration date and the CID if you capture it. (If you’re not going to use the CID, don’t ask for it.) The shipping alternatives should be as clear and uncomplicated as possible. Try to avoid any sort of charts or zone maps. It’s critical that this page is no more than one screen.
Make sure you track where on this page customers abandon you. If you don’t have a high-end analytics package, do a server call after the credit card information and before the shipping information so you can determine which of the two areas you have the issue with. If you have a very complicated shipping process or procedure, it may be best to break the delivery options into their own page.
If you have a lot of abandons on the payment page, test to see whether you have too many payment options. In the past six months, the multitude of alternate payment options has increased abandons for several e-commerce companies.