A Robofirm Black Friday Guide You Have to…Checkout

by Wesley Guthrie

Php and Ecommerce developer for the past 7 years. Enjoys building all sorts of crazy things with Magento and Laravel. Also good at getting Vagrant to do his dirty work.

There is one week left until Black Friday.

Hopefully by now you’ve taken the time to plan for maximizing your profits on one of the busiest sales days of the year. With Cyber Monday only a few days behind, the long weekend is a sales period that merits preparation. But how do you know you’re offering your customers the best possible online shopping experience?

Reducing the amount of friction your customer experiences when checking out on your website is one of the most important things to focus on. With the rise of mobile, the time to get from catalog to checkout is expected to be even shorter and easier to complete. Here are some easy things you can do to reduce customer pain on checkout.

 

Address the Address

Address fields are one of the most annoying user experiences for customers to deal with on checkout, especially when on a phone. Bypass some of this customer pain by leveraging validation services like USPS or FedEx. For example, you can auto-fill the city, state, and country fields just by prompting your customer for their zip code alone.

You can also adopt common user cues like a checkbox that allows customers to use an address they have already entered for both their billing and shipping. In fact, if you have the customer enter their shipping address first and check the box to use the same address for their billing, you simultaneously remove the customer pain of thinking about the negative part of the experience (paying the bill) the entire time they type an address associated with their card.

 

Take Credit Where it’s Due

Another unnecessary field that can be removed from the modern checkout experience is the credit card type. You want to make sure your customers are spending as little time as possible thinking about the actual payment to checkout. Each credit card company has their own format to the credit card numbers they use, which means you can infer the card type from the card number entered by the user and reduce the amount of time the user spends checking out.

 

Instant Gratification Isn’t Monkey Business

Our world is becoming more concerned with instant gratification than ever (we even have instant gratification monkeys - https://www.ted.com/talks/tim_urban_inside_the_mind_of_a_master_procrastinator). Don’t force your user to procrastinate through the commerce experience, consider how many clicks it takes for them to get from the product they have decided to purchase to the checkout success screen and optimize. The more obstacles you place between your customer and their end goal to checkout, the more abandoned carts and funnel drop-off you are going to be scratching your head about later.

Avoid separate pages for cart review with additional buttons to click to checkout and give users the ability to checkout from any page on the site. Remove crosssells from the checkout experience, they are a distraction from the main goal of the page itself. You can always offer sweet discounts on related products on the checkout success screen. Here’s a real world analogy, when’s the last time you went to the grocery store and they gave you coupons for the product you just bought before the transaction was complete? The key takeaway here is to reduce distractions.

 

Banking on Payment Methods

One of the most widely changing areas of the modern commerce experience is the payment method itself. The holiday season is the season of giving and everyone gets caught up in the generosity. Even big box retailers have caught onto the fact that offering credit options can greatly increase customer buying power and by translation gross revenue. Whether you offer credit programs directly or use third-party tools like Affirm, financing is a powerful way increase customer brand loyalty, comfort, and spend.

When it comes to payment methods, the more the merrier (within reason). Many customers will opt to pay directly with a credit card, but many more will checkout if you offer third party processing options like Paypal or Amazon Pay. You can even get creative and offer platform specific options, like only showing Apple Pay and Android Pay to users checking out on a mobile device. Paying is arguably the worst part of shopping, but allowing your customers to do so on their terms will get the job done.

 

Conclusion

The holiday sales season is closer now than when you started reading this guide. There’s still a little time left to focus on optimizing your checkout process to reduce friction and customer pain. Follow these steps, take a deep breath, and “checkout” what pain points you run into yourself this holiday season. Good luck on a great holiday season, and preparing your online business for even better returns next year!

 

A Robofirm Black Friday Guide You Have to…Checkout

A Robofirm Black Friday Guide You Have to…Checkout

by Wesley Guthrie

Php and Ecommerce developer for the past 7 years. Enjoys building all sorts of crazy things with Magento and Laravel. Also good at getting Vagrant to do his dirty work.

There is one week left until Black Friday.

Hopefully by now you’ve taken the time to plan for maximizing your profits on one of the busiest sales days of the year. With Cyber Monday only a few days behind, the long weekend is a sales period that merits preparation. But how do you know you’re offering your customers the best possible online shopping experience?

Reducing the amount of friction your customer experiences when checking out on your website is one of the most important things to focus on. With the rise of mobile, the time to get from catalog to checkout is expected to be even shorter and easier to complete. Here are some easy things you can do to reduce customer pain on checkout.

 

Address the Address

Address fields are one of the most annoying user experiences for customers to deal with on checkout, especially when on a phone. Bypass some of this customer pain by leveraging validation services like USPS or FedEx. For example, you can auto-fill the city, state, and country fields just by prompting your customer for their zip code alone.

You can also adopt common user cues like a checkbox that allows customers to use an address they have already entered for both their billing and shipping. In fact, if you have the customer enter their shipping address first and check the box to use the same address for their billing, you simultaneously remove the customer pain of thinking about the negative part of the experience (paying the bill) the entire time they type an address associated with their card.

 

Take Credit Where it’s Due

Another unnecessary field that can be removed from the modern checkout experience is the credit card type. You want to make sure your customers are spending as little time as possible thinking about the actual payment to checkout. Each credit card company has their own format to the credit card numbers they use, which means you can infer the card type from the card number entered by the user and reduce the amount of time the user spends checking out.

 

Instant Gratification Isn’t Monkey Business

Our world is becoming more concerned with instant gratification than ever (we even have instant gratification monkeys - https://www.ted.com/talks/tim_urban_inside_the_mind_of_a_master_procrastinator). Don’t force your user to procrastinate through the commerce experience, consider how many clicks it takes for them to get from the product they have decided to purchase to the checkout success screen and optimize. The more obstacles you place between your customer and their end goal to checkout, the more abandoned carts and funnel drop-off you are going to be scratching your head about later.

Avoid separate pages for cart review with additional buttons to click to checkout and give users the ability to checkout from any page on the site. Remove crosssells from the checkout experience, they are a distraction from the main goal of the page itself. You can always offer sweet discounts on related products on the checkout success screen. Here’s a real world analogy, when’s the last time you went to the grocery store and they gave you coupons for the product you just bought before the transaction was complete? The key takeaway here is to reduce distractions.

 

Banking on Payment Methods

One of the most widely changing areas of the modern commerce experience is the payment method itself. The holiday season is the season of giving and everyone gets caught up in the generosity. Even big box retailers have caught onto the fact that offering credit options can greatly increase customer buying power and by translation gross revenue. Whether you offer credit programs directly or use third-party tools like Affirm, financing is a powerful way increase customer brand loyalty, comfort, and spend.

When it comes to payment methods, the more the merrier (within reason). Many customers will opt to pay directly with a credit card, but many more will checkout if you offer third party processing options like Paypal or Amazon Pay. You can even get creative and offer platform specific options, like only showing Apple Pay and Android Pay to users checking out on a mobile device. Paying is arguably the worst part of shopping, but allowing your customers to do so on their terms will get the job done.

 

Conclusion

The holiday sales season is closer now than when you started reading this guide. There’s still a little time left to focus on optimizing your checkout process to reduce friction and customer pain. Follow these steps, take a deep breath, and “checkout” what pain points you run into yourself this holiday season. Good luck on a great holiday season, and preparing your online business for even better returns next year!