Published
126

For e-commerce websites, testing is critical to increasing the performance of every aspect of a page. Even the smallest tweak on a button, a form or widget can make a huge impact on conversion rates. Here is a list of potential elements to test on the checkout functionality of your e-commerce website. These aren’t necessarily formal recommendations, just things to think about!

    1. Have visible security certificates from third parties highly visible on the screen where the user enters credit card information.
    2. Double-check that your checkout page does not display any non-secure elements.
    3. Consider not showing cart totals throughout the entire checkout process.
    4. Consider not including gift-wrapping as an option.
    5. If a discount or coupon code is offered, direct users to enter a special url that is tailored to coupon codes.
    6. Consider not requesting a CVV.
    7. Prominently displaying alternative checkout methods may confuse users, clutter pages and cause security concerns. Consider displaying alternative forms of payment as small text links.
    8. Determine the minimum information needed to be captured “up-front” in order to minimize friction and anxiety. Ask for additional information no earlier in the process than is needed in order to accomplish your primary objective.
    9. Display estimated processing time for order submission and completion.
    10. e-Commerce WebsiteDo not ask for personal information before the user knows taxes and shipping costs.
    11. Do not have scrolling on checkout pages.
    12. Do not post the “reset order” link anywhere near the submit order button.
    13. Do not require phone or email.
    14. Do not require users to register with a password in order to checkout.
    15. During the entire checkout process, an “order progress bar” that shows where the user is in the process should be displayed at the top of the page.
    16. Hide the navigation on checkout pages.
    17. Include as many important order details as possible within the final checkout page.
    18. Left align all text box fields to allow the eye to seamlessly follow the fields down the page.
    19. Reassure customers that you will not share or sell their information.
    20. Require your users to choose their credit card (do not have a default).
    21. Do not make users leave the checkout process to login or create an account.
    22. Separate key and exclusive areas with a horizontal rule.
    23. Show shipping and tax charges early and often.
    24. Show your 1-800 number prominently to help build trust.
    25. The receipt page should offer discounts on future purchases.
    26. Use marketing copy when writing error messages. Don’t alienate users with insulting error messages.
    27. Users should be made aware of registration benefits when asked to register. Try a bulleted list.
    28. When asking for an email address, have a checkbox subscription to the newsletter and/or exclusive offers. Do not have the checkbox checked by default.

For more e-commerce ideas, check out our upcoming webinar: Best Practices for Increasing Conversions On Your E-Commerce Site.

126
Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.

headshot
Chad Pollitt Co-Founder Relevance
headshot
Jay Baer Marketing Strategist, Speaker and Author
headshot
Gini Dietrich CEO Arment Dietrich
headshot
Jason Falls Social Media & Public Relations Thought Leader
headshot
Jayson DeMers Founder & CEO AudienceBloom
headshot
Ann Smarty Brand & Community Manager
headshot
Joyce Yeung Chief Storyteller Storied Up
headshot
Brianne Carlon Rush Content Director Kuno Creative
headshot
Arnie Kuenn CEO Vertical Measures
headshot
Pam Didner Global Content Marketing Strategist & Author
headshot
Kelsey Libert Marketing VP & Partner Frac.tl
headshot
Taylor Radey Senior Consultant PR 20/20
headshot
Erik Deckers Professional Writer Pro Blog Service
headshot
Jessica Stephenson VP Marketing ExactHire
headshot
Jean Bansemer CEO My Web Writers
headshot
David Tile Founder & Director Nimble Media
headshot
Andrea Meyers Marketing & PR Consultant Stream Creative
headshot
John Rugh Copywriter/Content Marketing Specialist
headshot
Clair Jones Freelance Writer
headshot
Fernando Labastida Co-Founder Content Propulsion
headshot
Dan Moyle Creative Dir. Marketing AmeriFirst
headshot
Dennis Yu Chief Technology Officer Portage Co.
headshot
Elad Natanson Founder appnext
headshot
Arnaud Roy VP Marketing Augure
headshot
Jonah Bliss Founder CMO ContentIntent
headshot
Justin Spicer Content Researcher, Producer & Editor
headshot
Michael Becker Marketing Support Spec. Teradata
headshot
Peyman Nilforoush CEO and Co-Founder inPowered
headshot
Amanda DiSilvestro Content Editor and Writer HigherVisibility
headshot
Sujay Maheshwari Founder & CEO Netcurate.com
headshot
Kelly Coulter Online Marketing Strategist
headshot
Larry Alton Freelance Writer and Editor

Subscribe


Get the latest content promotion news and insights everyday.


Champion Sponsors

Relevance is proud to present our Champion Sponsors that help make our site possible.

Cision Logo PRWeb Log Haro Logo

Thank you for subscribing please check your email for verification.