For eCommerce websites, testing is critical to increasing the performance of every aspect of a page. Even the smallest tweak on a button, a form, or a widget can make a huge impact on conversion rates. Here is a list of potential elements to test on the eCommerce website checkout functionality of your eCommerce website. These aren't necessarily formal recommendations, just things to think about!
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- Have visible security certificates from third parties highly visible on the screen where the user enters credit card information.
- Double-check that your eCommerce website checkout page does not display any non-secure elements.
- Consider not showing cart totals throughout the entire checkout process.
- Consider not including gift-wrapping as an option.
- If a discount or coupon code is offered, direct users to enter a special URL that is tailored to coupon codes.
- Consider not requesting a CVV.
- Prominently displaying alternative checkout methods may confuse users, clutter pages, and cause security concerns. Consider displaying alternative forms of payment as small text links.
- 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.
- Display estimated processing time for order submission and completion.
- Do not ask for personal information before the user knows taxes and shipping costs.
- Do not have scrolling on checkout pages.
- Do not post the "reset order" link anywhere near the submit order button.
- Do not require phone or email.
- Do not require users to register with a password in order to checkout.
- 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.
- Hide the navigation on checkout pages.
- Include as many important order details as possible within the final checkout page.
- Left align all text box fields to allow the eye to seamlessly follow the fields down the page.
- Reassure customers that you will not share or sell their information.
- Require your users to choose their credit card (do not have a default).
- Do not make users leave the checkout process to log in or create an account.
- Separate key and exclusive areas with a horizontal rule.
- Show shipping and tax charges early and often.
- Show your 1-800 number prominently to help build trust.
- The receipt page should offer discounts on future purchases.
- Use marketing copy when writing error messages. Don't alienate users with insulting error messages.
- Users should be made aware of registration benefits when asked to register. Try a bulleted list.
- 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.
