Are You Sure You Want to Buy That?

by Nick Bartlett

Nick leads a development team building applications that meet client initiatives and goals.  He has over a decade of experience in the open source web development industry, and has earned Magento's Certified Developer Plus, Front End Developer, and Solutions Specialist certifications.  Previously in Nick's career he founded, grew, and sold a successful online ecommerce business that provided him with a variety of relevant ecommerce knowledge and experiences that allows him to better serve our clients. 

Have you been shopping online lately? You've probably noticed that right before you pay, the retailer asks you to review your cart before continuing to checkout. It is one way that online stores make sure you have everything you wanted, but it also disrupts the ecommerce workflow. Reviewing your cart before checking out is a proverbial wrench in the works.

Can you imagine if that happened in the real world?

Inconceivable, right? The cashiers at your favorite store would never ask if you are sure you want to make that purchase. If they did, it would take forever, but more damaging, you'd likely rethink every splurge and impulse buy.

Making Shopping Easier

Your bank account may appreciate the diligence, but the retailer would be missing out on some major sales, and science backs it up. "The part of your brain that is stimulated by pain -- the orbitofrontal cortex -- is the same part of your brain that's stimulated when you have to part with your hard-earned money," explains Copyblogger. "Which means, for your user, entering your checkout flow is like stubbing a mental toe." However, reducing the prominence of pricing information, by doing things such as listing prices without dollar signs, shrinking the font of prices or de-emphasizing the shopping bag contents, can really help.

The Right Time to Review

The fact is that most customers abandon the checkout process pretty early on. "The first step of your checkout sets the tone for the entire checkout experience. It's when you're supposed to put your best foot forward. Yet this is where we see the largest drop-off of customers in the checkout funnel," reports Kissmetrics. This is true "no matter the size of the store. No matter the price of the product … [but] when done right, conversions can increase anywhere from 2-3 percent all the way up to 5 percent." Magento development can help streamline e-commerce checkouts, but the most efficient checkout system doesn't replace one that asks for an untimely review.

Shorter Is Better

Roughly 68 percent of online shopping carts are abandoned according to Baymard Institute, and around 27 percent of shoppers walk away because the checkout process is too long. In general, your customers want to go from checkout to the order confirmation screen in as few steps as possible. Just ask Expedia. In 2011, the discount travel company found that deleting one field in its e-commerce checkout increased annual profits by $12 million.

Integrating Shopping Carts

Integrating the cart to display on checkout without making it a separate review step is one way to solve the issue. This way users can see what they're purchasing and place orders from the same screen, which can enhance the experience, and you end up with fewer steps in your checkout process while retaining all the splurges and impulse buys a cart review page takes away. In fact, Baymard found that the ideal e-commerce checkout workflow includes just 13 form elements, but the average website contains more than 23 form elements. The research institute also found that it's easy to reduce the number of form elements in your e-commerce checkout by as much as 60 percent.

Developing Better E-Commerce

Hiring a team of Magento developers to streamline your checkout process will help, but you also need to ensure your e-commerce checkout workflow is optimal for your business. Robofirm can help. Drop us a line, and we can talk about how to make your online checkout work better for your business.

Are You Sure You Want to Buy That?

Are You Sure You Want to Buy That?

by Nick Bartlett

Nick leads a development team building applications that meet client initiatives and goals.  He has over a decade of experience in the open source web development industry, and has earned Magento's Certified Developer Plus, Front End Developer, and Solutions Specialist certifications.  Previously in Nick's career he founded, grew, and sold a successful online ecommerce business that provided him with a variety of relevant ecommerce knowledge and experiences that allows him to better serve our clients. 

Have you been shopping online lately? You've probably noticed that right before you pay, the retailer asks you to review your cart before continuing to checkout. It is one way that online stores make sure you have everything you wanted, but it also disrupts the ecommerce workflow. Reviewing your cart before checking out is a proverbial wrench in the works.

Can you imagine if that happened in the real world?

Inconceivable, right? The cashiers at your favorite store would never ask if you are sure you want to make that purchase. If they did, it would take forever, but more damaging, you'd likely rethink every splurge and impulse buy.

Making Shopping Easier

Your bank account may appreciate the diligence, but the retailer would be missing out on some major sales, and science backs it up. "The part of your brain that is stimulated by pain -- the orbitofrontal cortex -- is the same part of your brain that's stimulated when you have to part with your hard-earned money," explains Copyblogger. "Which means, for your user, entering your checkout flow is like stubbing a mental toe." However, reducing the prominence of pricing information, by doing things such as listing prices without dollar signs, shrinking the font of prices or de-emphasizing the shopping bag contents, can really help.

The Right Time to Review

The fact is that most customers abandon the checkout process pretty early on. "The first step of your checkout sets the tone for the entire checkout experience. It's when you're supposed to put your best foot forward. Yet this is where we see the largest drop-off of customers in the checkout funnel," reports Kissmetrics. This is true "no matter the size of the store. No matter the price of the product … [but] when done right, conversions can increase anywhere from 2-3 percent all the way up to 5 percent." Magento development can help streamline e-commerce checkouts, but the most efficient checkout system doesn't replace one that asks for an untimely review.

Shorter Is Better

Roughly 68 percent of online shopping carts are abandoned according to Baymard Institute, and around 27 percent of shoppers walk away because the checkout process is too long. In general, your customers want to go from checkout to the order confirmation screen in as few steps as possible. Just ask Expedia. In 2011, the discount travel company found that deleting one field in its e-commerce checkout increased annual profits by $12 million.

Integrating Shopping Carts

Integrating the cart to display on checkout without making it a separate review step is one way to solve the issue. This way users can see what they're purchasing and place orders from the same screen, which can enhance the experience, and you end up with fewer steps in your checkout process while retaining all the splurges and impulse buys a cart review page takes away. In fact, Baymard found that the ideal e-commerce checkout workflow includes just 13 form elements, but the average website contains more than 23 form elements. The research institute also found that it's easy to reduce the number of form elements in your e-commerce checkout by as much as 60 percent.

Developing Better E-Commerce

Hiring a team of Magento developers to streamline your checkout process will help, but you also need to ensure your e-commerce checkout workflow is optimal for your business. Robofirm can help. Drop us a line, and we can talk about how to make your online checkout work better for your business.