{"id":363573,"date":"2020-11-24T05:00:15","date_gmt":"2020-11-24T10:00:15","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=363573"},"modified":"2022-10-25T12:30:17","modified_gmt":"2022-10-25T16:30:17","slug":"6-tweaks-to-streamline-the-checkout-process","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/6-tweaks-to-streamline-the-checkout-process","title":{"rendered":"6 Tweaks to Streamline the Checkout Process"},"content":{"rendered":"<p>Ecommerce should see significant spikes this holiday season. However, merchants must consider the need for speedy, no-hassle checkout processes to lower abandons, especially from shoppers on mobile devices.<\/p>\n<p>What follows are six tweaks to streamline an ecommerce checkout.<\/p>\n<h3>6 Tweaks to Streamline the Checkout Process<\/h3>\n<p><strong>Address payment error messages. <\/strong>According to Paysafe, an electronic payments provider, about 10 percent of initial credit and debit card transactions fail. The most common reasons are:<\/p>\n<ul>\n<li>Wrong card number,<\/li>\n<li>Too many charges or attempts in a short time,<\/li>\n<li>Limit reached on the card.<\/li>\n<\/ul>\n<p>What occurs after a decline determines if the consumer finalizes the purchase. By default, most shopping carts display a simple \u201cdecline\u201d message. But that\u2019s neither clear enough nor encouraging for the shopper to try again.<\/p>\n<p>While decline codes may not indicate the actual issue, a positive message can ease concerns, such as:<\/p>\n<p style=\"padding-left: 30px;\"><em>Oops, there\u2019s a problem with your card number. Please re-enter your number, expiration date, and security code.<\/em><\/p>\n<p>However, this doesn\u2019t provide motivation to continue should the card decline again. That\u2019s where offering an <a href=\"https:\/\/www.practicalecommerce.com\/ecommerce-strategies-for-a-whirlwind-of-pays\">alternative payment method<\/a> comes into play. Since many consumers have preferred payment methods, it\u2019s ideal to offer at least two non-credit card options, such as PayPal and Apple Pay.<\/p>\n<p>Thus, a better message could state:<\/p>\n<p style=\"padding-left: 30px;\"><em>Oops, there\u2019s a problem with your card number. Please re-enter your number, expiration date, and security code. Alternatively, you can pay via PayPal or Apple Pay.<\/em><\/p>\n<p>Baymard Institute, a research firm, says 2 to 5 percent of would-be customers receive a decline message. By modifying the alert, it was able to capture about 30 percent of those orders.<\/p>\n<div id=\"attachment_363672\" style=\"width: 710px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-363672\" class=\"wp-image-363672 size-full\" title=\"Baymard card decline example\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2020\/11\/baynard-card-decline_2.jpg\" alt=\"Checkout page with detailed payment decline message and alternative method.\" width=\"700\" height=\"566\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2020\/11\/baynard-card-decline_2.jpg 700w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2020\/11\/baynard-card-decline_2-300x243.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2020\/11\/baynard-card-decline_2-570x461.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2020\/11\/baynard-card-decline_2-150x121.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2020\/11\/baynard-card-decline_2-500x404.jpg 500w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><p id=\"caption-attachment-363672\" class=\"wp-caption-text\">Baymard Institute&#8217;s test provides a more detailed decline notice and link to an alternate payment method.<\/p><\/div>\n<p><strong>Ease the surprise of address verification fails. <\/strong>Pop-up messages from real-time address verification can be alarming. By explaining the reason for wanting the shopper to accept the suggested address, you can eliminate confusion.<\/p>\n<p>For example:<\/p>\n<p style=\"padding-left: 30px;\"><em>We want to make sure your order reaches you. According to the USPS, this is your properly formatted address. Please confirm.<\/em><\/p>\n<p>This verbiage changes the message from an alert to a helpful tip. It can also assist shoppers to identify typos that could route packages to the wrong destination.<\/p>\n<p><strong>Append delivery days to shipping methods. <\/strong>Customers <a href=\"https:\/\/www.practicalecommerce.com\/9-tips-to-improve-the-overall-shipping-experience\">want to know<\/a> when they can expect delivery. By displaying transit times, you help them choose the best method and decrease order status requests. When disclosing \u201carrives in X days,\u201d take into consideration processing time. Most shoppers consider the countdown to start once they place the order.<br \/>\n<\/p>\n<p><strong>Eliminate all unnecessary fields. <\/strong>The trick to <a href=\"https:\/\/www.practicalecommerce.com\/manual-texts-recover-21-percent-of-abandoned-carts-say-liverecover-founder\">decreasing cart abandonment<\/a> during checkout is to remove all distractions, including collecting info that&#8217;s unnecessary for payment or fulfillment. For example, most shoppers would prefer not to provide a phone number or details about how they found the store. Beyond unnecessary info, make as many fields optional as possible.<\/p>\n<p><strong>Define every error. <\/strong>Red asterisks can be hard to catch. Rather than displaying a top of page error, display messages next to or beneath each problematic field. This combats two common issues:<\/p>\n<ul>\n<li>The top-of-page error may not appear on the screen, or the error that displays further down the page may be missed.<\/li>\n<\/ul>\n<ul>\n<li>What\u2019s wrong isn\u2019t always apparent. Shoppers get frustrated if an entry appears correct and there\u2019s no defined issue.<\/li>\n<\/ul>\n<p><strong>Include a discrete link to edit the cart. <\/strong>While you don\u2019t want to promote leaving the checkout, making it easy for shoppers to edit the cart can save a sale. A simple link within the cart contents section will suffice.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ecommerce should see significant spikes this holiday season. However, merchants must consider the need for speedy, no-hassle checkout processes to lower abandons, especially from shoppers on mobile devices. What follows are six tweaks to streamline an ecommerce checkout.<\/p>\n","protected":false},"author":273,"featured_media":363675,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58302],"tags":[31768],"class_list":["post-363573","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-checkout","tag-holiday-selling",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>6 Tweaks to Streamline the Checkout Process - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Ecommerce should see significant spikes this holiday season. However, merchants must consider the need for speedy, no-hassle checkout processes to lower abandons, especially from shoppers on mobile devices. What follows are six tweaks to streamline an ecommerce checkout.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.practicalecommerce.com\/6-tweaks-to-streamline-the-checkout-process\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 Tweaks to Streamline the Checkout Process\" \/>\n<meta property=\"og:description\" content=\"Ecommerce should see significant spikes this holiday season. However, merchants must consider the need for speedy, no-hassle checkout processes to lower abandons, especially from shoppers on mobile devices. 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