An excellent checkout flow is crucial for capturing e-commerce revenue. Customers want frictionless shopping and will not hesitate to leave your site mid-checkout. As a result, 77% of e-commerce shopping carts are abandoned.
The most common reasons shoppers abandon their carts include:
- Unexpected costs (shipping, taxes, etc.)
- Forced account creation
- Long and complicated checkout
- Performance issues (slow loading, crashes)
- Limited payment and shipping options
- Security concerns
These seem easy to handle. However, in our Coffee + Commerce site breakdowns, we can see that some large retailers fail to address these concerns. This ultimately presents an opportunity for organizations that make an effort to remove all friction from their checkout.
In this post, we’ll cover some of the critical elements required for a great checkout experience.
Key Components of a Great Checkout Experience
Seamless mobile checkout flow
Nearly half of all web traffic comes from mobile devices, presenting a challenge to retailers as mobile users abandon carts at a higher rate (85% average). Therefore, it is essential to design a checkout experience explicitly optimized for mobile.
Elements should be vertically aligned so that users don’t need to move from left to right. Doing so improves navigation and makes content more accessible. You can reduce image sizes, enabling lazy loading to improve page speeds.
Address verification service
Shipping and billing fields are a strong point of friction in the checkout process. Customers can get frustrated when they have to type out their addresses, especially on mobile devices.
Additionally, errors are common as people make typos or use incorrect formats. These errors can result in delivery failures. While you may not be directly responsible for issues like these, customers will blame you nonetheless.
Companies can solve this problem by using an address verification service (AVS). AVS auto-detects address attributes as the user types. It then populates address suggestions based on the user’s input, IP location, and other data.
In most cases, the user sees the correct address in a dropdown menu after only a few keystrokes. They can then click the address to complete the form without having to type every detail. Research from Baymard Institute shows that AVS reduces the amount of typing by 40% for most addresses. Equally as important, it eliminates errors.
Multiple payment options
Customers like to pay with their preferred payment method whenever they can. When it is unavailable, they may stop the purchase. Brands can improve their checkout experience simply by offering multiple payment options.
A simple way to add multiple payment methods is to use an order management system like fabric OMS. The platform integrates with popular options like Stripe, Authorize.net, Paypal, and Affirm. You can also give customers the ability to split payments across cards.
Create a Smooth Checkout with Headless APIs
The characteristic of traditional platforms is that they come with a predefined experience. This allows you to get up and running but leaves little to no ability to customize the checkout process.
Building an architecture on headless APIs frees you from a predefined experience, as it allows for unlimited customization when creating your checkout flow. Headless also provides the ability to create a checkout experience unique to each frontend. This is vital for adding checkout functionality to new channels such as voice, video, and augmented reality.