E-Commerce Insights: 5 Steps to the Perfect Checkout
Step 5: The Confirmation Page. The purpose of this page is to thank your customers for their orders and entice them back into the site. Yes, it’s true — this is one of the best sales pages on the site. The users are happy (they just completed their orders after all), and it’s a great opportunity to show them things they missed. Make sure to thank them for their orders first, as well as give them all the applicable ordering information so you can set their expectations as to follow-up and delivery.
More Conversion Keys
Make your checkout as clean and aesthetically pleasing as possible. The navigation should be nominal, almost nonexistent. The more choices you offer, the more chances customers have to be distracted. The fields themselves should be vertical — not vertical/horizontal mixed — and straight down the middle of the page. The right-hand column should have your complete contact information, with emphasis on phone number and/or any live online support/chat you may offer.
Each page of the checkout should have a temperature bar at the top. The purpose of the temperature bar is to outline the steps of your process for users as well as to show them where they are in the process. Studies have repeatedly proven that users are far less likely to abandon carts if they can effectively gauge how much longer they have left. Considering that some checkouts have one step and others have as many as 14, users don’t know how much longer they have to spend unless you tell them.
Additionally, each page should have big, smacky, in-your-face buttons to encourage users to “check out now,” “proceed to the checkout now” and “complete your order now.” If anything goes beyond one screen view (meaning the user needs to scroll), definitely employ multiple buttons. No page in your checkout should require more than two views.