What is the checkout?
The checkout in ecommerce is the final part of the purchase process, when the customer confirms the cart with the selected products or services, enters their information and completes the payment. Just like there are product pages and a cart page, ecommerce sites have a specific page dedicated to this process. Checkout doesn’t refer only to the actual payment, but to the entire journey from the moment the customer chooses a product until they confirm the purchase.
How does the checkout work?
In ecommerce, checkout processes include multiple steps. Each of them requires entering information such as shipping details, payment method, billing information, and more. By the time the user reaches this stage, they already have the intention to buy, so it’s crucial to avoid anything in the process that might discourage them from completing the payment. Understanding how the most effective checkouts work and applying best practices is essential for improving conversion.
What elements should a checkout include?
It’s essential that the checkout page clearly displays every detail of the purchase:
A summary of the products and/or services being purchased, including quantity and the option to add or remove items.
Personal information, shipping address and available delivery methods.
The option to enter a discount or promo code.
A section showing the available payment methods.
Why do customers abandon the checkout process?
Cart abandonment is a common issue in online commerce. Through a well-designed checkout, it’s possible to reduce the barriers that prevent customers from completing a purchase. Strategies such as simplifying error correction, offering multiple payment options and providing clear information about costs can significantly reduce cart abandonment. The most common mistakes to avoid in the checkout process include:
