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The Psychology of Ecommerce Checkouts

The Psychology of Ecommerce Checkouts

Ecommerce

The Psychology of Ecommerce Checkouts

When it comes to the world of Ecommerce, understanding a shopper’s psychology is one of the best ways to boost your online sales. We can use what we know about psychology to better engage customers, make them buy items faster, or even make them buy a product they’re unsure about.

With the incredible value that this knowledge can bring, it’s not surprising to see a number of companies studying the psychology of online checkout. In this week’s post we’re going to be discussing how you can use this information to make your ecommerce site even better.

Product Page Design:

At the very beginning of the checkout process is the decision to buy or not to buy, and at this stage you can already start to influence your customers. Most consumers will make the decision to purchase in the first 90 seconds of seeing a product. This doesn’t leave you with much time but there are a few proven ways you make a great first impression.

Offer Multiple Product Views

  

One of the most challenging aspects of shopping online is not being able to physically interact with the product. You can often overcome this issue however by offering clear, high resolution images from different angles. Website’s have seen sales spike by as much as 58% simply by adding more detailed imagery.

Include a Video

  

Another great way to help consumers feel more comfortable while shopping online is to include video content that accurately shows the product. Surveys have shown that roughly 50% of consumers are more confident about making a purchase after watching a video and 45% of customers are more likely to return to a website if they integrate video.

Checkout Page Design:

After the customer has added a product to their cart and clicked checkout there’s still another major opportunity to encourage their behaviour and that’s the checkout page. There are a number of reasons why customers might not complete the checkout process but the three biggest are Hidden Charges, Registration, and Length of the Checkout Process. Here are a few changes you can implement to reduce these pain points for your customers.

Don’t Hide Your Hidden Charges

 

When a customer adds an item to their cart, they’re expecting to pay the price they see. Adding a bunch of additional costs at checkout often leaves people feeling a bit cheated so don’t do it. As much as possible be upfront about costs and make them clear to shoppers before they hit the checkout page.

Skip the Registration

 

We know that any good ecommerce runs on collecting customer data, but there’s a time and a place for getting that data. If a customer has started the checkout process, you don’t want to distract them with a registration form. Instead just collect the minimum amount of data required to complete the transaction.

Keep the Checkout Process Simple

  

A lengthy checkout process can be just as bad as a registration when it comes to user checkouts. The goal of the checkout process should be to get the payment information in as few steps as possible. Every new page that loads during the checkout process is a chance for your customer to abandon the sale so try to keep the checkout on one single page.

Do you know any tips to help keep customers on track during the checkout process? Be sure to let us know in the comments below and if you’re not already following us on Twitter for the latest updates on all things payments.

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Dalia El Gammal

Marketing Specialist PAYFORT

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