Making a profit from an e-commerce store can be hard work – particularly with cart abandonment rates averaging at around 68.63%.
But a few small changes can make a big difference – reducing the amount of cart abandonments your e-commerce store experiences.
How you collect addresses can have an impact on the checkout process.
Most ecommerce checkouts follow a similar pattern
Firstly, they ask customers to provide their name, contact and address details. Then they ask them to repeat this same information so the store knows where to deliver the order.
To make things easier, some ecommerce stores offer a tick box so a customer can ‘copy address from above’ or they offer a selection which allows a customer to choose whether they want their order delivered to the address they’ve already entered, or to a different one.
Collecting address information twice can lead to Cart Abandonment.
According to a 2012 WorldPay survey 21% of cart abandonments were because the process was taking too long.
Making your customers resupply information they’ve already provided increases their frustration, which leads to cart abandonment.
To avoid this make sure you don’t ask your customers to fill out any information that you don’t actually need. And don’t ask them to provide that information more than once.
Ask yourself this question – Why are you collecting your customer’s address details?
If the customer wants their order delivered to a different address, there’s not point asking them to provide their home address.
If the customer wants to use their address for delivery you don’t need to ask them to provide that information twice.
Your checkout Process Should Collect:
Basic customer information – eg name and contact details (with the purpose of contacting them if there is an issue with their order)
Delivery information – eg name, phone number and address (with the purpose of delivering the order and/or the courier contacting the recipient if there’s a problem with delivery)
This will give customers an easy to understand checkout process – one that is shorter, faster and less frustrating – this will translate into keeping that extra 21% on your site, who you lose through complex check out procedures – therefore leading to more profits for you!!