Purchase

Questions to ask yourself:

  • How many steps did the checkout process take?

    The shorter the checkout the higher the completion percentage. It is that simple. Clean, single-page checkouts work better than multi-page ones in most cases. If you are dealing with a shopping cart and real shipping addresses 2-3 pages in a checkout process should be maximum. Is whatever extra data you need to capture from the customer worth two percent less sales? five percent less?

  • How much time did the whole process take from search to checkout completion?

    If I have my information handy, I should be able to complete my checkout in under two minutes. Anything longer than a commercial break starts to get close to the average person’s attention span in non-work mode.

  • As a customer, did anything about the checkout stick out as unclear or troublesome?

    If you didn’t already know your shipping policy, would you have had to go searching for it? Would it have taken you completely out of the checkout funnel?
    Did you feel like you had to search for anything during checkout?

  • Was the process smooth and comparable to most other checkout processes?

    It’s Ecommerce 101. Checkout is pretty standard process now. Don’t try to re-invent the wheel with a wizard or ‘simplified’ checkout that really isn’t. Adjust your pricing model if you need to. You’ll end up answering less questions in the long run.

    Don’t require an account to purchase. Even if you create an account record in the background and don’t disclose it.