The last mile

The checkout page is where your customer lands when they hit “buy.” Here, they enter their payment and delivery details before completing the purchase.

This is the narrowest part of your sales funnel. It’s the culmination of all your hard work. But you haven’t closed the sale yet ...

In fact, among global shoppers in 2018, the abandonment rate for retail orders was as high as 74%. 

Customers can be turned off by anything from a poorly designed payment form to insufficient payment options, or too many steps in the process. The good news is that these issues are easily fixed.

Here’s how to create a checkout that will keep your customers coming back again and again.

Be mobile-friendly

Today everyone’s increasingly tied to their mobile devices. According to GSMA Intelligence, over half of the world’s population (some 5 billion people) are mobile internet users.

Statista Worldwide predicts mobile payment revenue will surpass $1 trillion USD in 2019. So it’s no longer a matter of just supporting mobile, you have to do it really well.

Average transaction value and screen size

As you can see in the graph below, consumers still tend to be more comfortable making expensive purchases on large-screen devices.

Make sure your payment experience is optimized for all screen sizes by creating dedicated interfaces for each device. The best option is a response design that automatically detects the screen size of the device and adjusts the payment process accordingly.

Support one-click payments

Entering payment details is the least fun part of shopping, especially on mobile. In some emerging markets where internet infrastructure is unreliable, you risk a time-out before the purchase can be completed.

The answer is one-click payments, where the customer enters their payment details once only. The information is then securely stored for subsequent purchases, which they can complete with a single click (or tap of their finger).

Be aware of security concerns

In some markets, one-click payments might undermine the perceived security of the transaction. Be sure to display security icons and explain your data protection policy clearly. Also, make sure your customers have access to swift, flexible customer service, and make it easy to cancel orders at any time.

Keep customer card data safe with tokenization

The challenge with one-click payments is how to securely store customer card data. Fortunately, this is made easy with tokenization technology. Payment details are captured by your payments provider and replaced with an encrypted token, which you can use to charge transactions. So your customers can pay with one click and your payments provider shoulders the responsibility of keeping the data safe.