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How to Optimize Your Checkout Process for Conversions

How to Optimize Your Checkout Process for Conversions

A lot goes into optimizing a WooCommerce site for conversions, or any e-commerce site for that matter. It starts with “big picture” things like site speed and user experience but also branches off into things like recovering abandoned carts, using high-quality product images and showcasing product reviews.

It’s hard enough getting potential customers to visit your site let alone browse it long enough to be interested in purchasing something, and unfortunately, the struggle doesn’t end after your visitor clicks the “Add to Cart” button. If anything, it gets even worse.

Why You Need to Optimize Your Checkout Process for Conversions

Around 70% of all shopping carts are abandoned, according to Baymard Institute and Business Insider. That means for every 30 sales your shop makes, 70 more potential sales were never completed. As for why customers abandon carts, Baymard Institute has the data for you. Let’s take a look to see what we can learn from it.

Here are a few interesting statistics from these studies:

  • 61% of shoppers abandoned carts because the extra costs, including shipping and taxes, were too high.
  • 35% of shoppers abandoned carts because the sites wanted to them to create accounts to complete orders.
  • 27% abandoned carts because the checkout process was too long and/or complicated.
  • 18% abandoned carts because they didn’t trust the site with their billing information.
  • 8% abandoned carts because their preferred payment method was not accepted.

All of these factors can be avoided by adding a few features to the checkout page or even the product page, which means there’s plenty of room for you to optimize your business for conversions even further. It’s all about simplifying the checkout process as much as possible and being as transparent as you can. Let’s get into specifics.

1. Minimize the Number of Steps It Takes to Complete an Order

This one is aimed to please the 27% of shoppers that abandon carts after they struggled to endure long or complicated checkout processes. There are a number of different ways you can solve this, and you can combine these methods to maximize the conversions you see.

One-Click Payments

You’re already familiar with this method if you’ve ever come across Amazon’s “Buy with 1-Click” button. It skips the entire checkout process by quite literally allowing a customer to complete a purchase with one click.

WooCommerce Buy Now Plugin

WooCommerce Buy Now is a simple plugin that adds the one-click checkout ability to your WooCommerce store. The best part about it is that you can use it on your website as well as your email with a simple line of code and your customers will be directly checked out and payment will be made.

Pricing starts at $49/year for a single-site license.

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One-Page Checkouts

This is a really great way to solve the complicated checkout process if you don’t feel comfortable offering one-click checkouts. A one-page checkout process eliminates the guesswork your customer needs to do when it comes to determining how many more steps they need to take to complete their orders. It also saves them from having to load each page for every individual step in the checkout process.

WooCommerce has its very own plugin for one-page checkouts, which is simply named WooCommerce One Page Checkout. It allows you to create page templates and display product selection and checkout forms on the same page. Pricing for this plugin starts at $79/year.

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One Page Shopping Plugin

This is another one-page checkout plugin available at CodeCanyon. It’s called WooCommerce One Page Shopping, and it allows customers to complete the checkout process on one page by displaying the checkout fields as soon as customers add items to their carts. Pricing for this plugin starts at $19/year.

View Plugin

Quick and Simple Redirects

This method has to do with the way customers get to the checkout page. Instead of having to click “Add to Cart” and then “View Cart,” customers using this method would be able to get to the checkout page in one click.

WooCommercw Direct Checkout

WooCommerce Direct Checkout is a simple WordPress plugin that allows you to change the text of the “Add to Cart” button and have it redirect to the checkout page. This plugin is free.

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WooCommerce Quick Buy

This plugin’s functionality is meant to work alongside your “Add to Cart” button. It adds a “Quick Buy” button to every product that redirects the customer to the checkout page when they click it. Customers will still be able to use the “Add to Cart” button and continue shopping if they aren’t ready to checkout. This plugin is free.

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Minimal Redirects for Payments

This one may not be a huge issue in WooCommerce, but it’s still something you should look out for as you add more and more payment gateways to your WooCommerce site. Redirecting customers to a separate website, such as PayPal, to pay for their order only contributes to the feeling that your checkout process is “too long and complicated.” Simplify things by allowing customers to add their payment information to the checkout page on your site.

2. Focus on Design

One-click checkouts and one-page checkouts are definitely the way to go if you want your site to have a simple checkout process. Use a plugin like WooCommerce One Page Checkout to streamline the purchase process to one page. If you must have a multi-page process, be smart about it. Consider labeling each step with plugins like WooCommerce Multi-Step Checkout.

Another design tip would be to add logos or badges that clearly signify that your site is secure and PCI compliant.

3. Up Your Cross-Selling Game

Cross-selling is the practice of encouraging customers to buy additional products that are similar to the products they’re already purchasing or have already purchased. This is not to be confused with upselling, which is the practice of encouraging customers to upgrade to a more premium version of a product or service.

WooCommerce Checkout Add-Ons is a WooCommerce extension that allows you to showcase and promote similar products on the checkout page. Pricing for this extension starts at $49/year.

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4. Offer Guest Checkout

35% of shoppers abandon carts because the sites wanted them to create accounts to complete checkout, if you recall the statistics mentioned above. You can eliminate a lot of that frustration by simply enabling the Guest Checkout option in WooCommerce.

5. Offer as Many Payment Options as Possible

It didn’t account for a lot of the abandoned carts in the Baymard Institute study, but it still accounted for some. This means you should offer as many payment options as possible. You can use a survey plugin to have customers vote for or enter their preferred payment methods to ensure you don’t have to guess. Check out WooCommerce’s payment gateway extensions in the meantime.

6. Add a Shipping Calculator to the Product Page

61% of shoppers abandon carts during the checkout process, specifically after shipping costs were calculated. You can reduce the number of abandoned carts your site receives by allowing customers to calculate shipping costs on product pages with a plugin like WooCommerce Shipping Calculator on Product Page.

Optimize Your Checkout Process with These Tips

Keep in mind that while all of these strategies can greatly help you increase conversion rates, there still might be some customers that will abandon the cart simply because they were not ready to buy at that particular moment. This accounts for 58.6% of cart abandonment rates in the US alone.

In situations like these, the best thing you can do is send email reminders to your customers with incentives such as discounts and coupons to return and complete their checkout.

To simplify this process, consider using the Abandoned Cart Pro plugin to assist you in recovering lost sales and use the tips above optimize your checkout pages with the help of our Checkout Optimization Checklist.

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