eCommerce Tips & Trends

How to improve UX in your online checkout in 5 easy steps

Tom Mucklow

by Tom Mucklow

On 2017 M11 24

by Tom Mucklow

This post is written by our partner, Addressy. Addressy is a cutting-edge address verification platform that optimizes and streamlines the checkout process for online retailers and their customers by auto-populating address information, narrowing results with each keystroke, and verifying accurate address data for over 240 countries worldwide.

Optimizing the online checkout experience to save shoppers time and energy is every retailer's goal. In reality, online checkouts are often frustrating and time consuming, reflected by the fact that the average cart abandonment rate at an astronomical 69.23%. However, with the right tools and strategies in place, retailers can improve their checkout experience, appease shoppers and increase conversions.

With that in mind, here are five quick, simple yet effective tips for improving UX in your online checkout.

1. Keep forms short

Cart abandonment is caused by a range of factors, but according to Baymard Institute, approximately 1/3 of online shoppers abandon the checkout as a consequence of it being too long or complicated. An effective way to resolve this issue is to reduce form fields to only what you really need.  Retailers often feel like they need to capture as much customer data as possible, but the truth is, this can often lead to frustration. If you're selling bottles of wine, chances are you need to know the buyer's date of birth, but if you're selling handbags, is this a necessity? Probably not.

2. Think about label placement

You may not have given too much thought to it before, but where you place your form labels can have an impact on a shopper's behavior. For example, positioning a label above your form fields works well on desktop, and is especially effective on mobile devices. It is also vital to ensure form fields are well-labelled in order to reduce customer stress and cognitive load.

3. Implement type-ahead address verification

There are so many types of address verification out there, but according to a recent study, 84% of online consumers prefer type-ahead address verification to other methods. This is down to two main reasons. Firstly, it speeds up the online process, making it easier for shoppers to find and accurately complete address data in a dramatically reduced number of keystrokes.

Secondly, using type-ahead address verification ensures that international addresses are verified against official data sources including USPS, Canada Post and Royal Mail.

4. Provide the relevant keyboard

In order to provide a great checkout UX, it is important to ensure that you launch the correct keyboard in the right situation. This is particularly important on mobile devices, where screen size is smaller. Here, it is necessary to include the right attributes on your code in order to fetch the correct keyboard for the input, which will speed up data entry and allow shoppers to flow through the online checkout.

5. Use progress bars

Without an indication of how far through the process they have come, the checkout can be a frustrating place for a shopper. Using progress indicators helps users look back on the steps they have completed and look ahead at what's still to come. This is particularly useful for allowing shoppers to get certain things such as credit cards and gift vouchers at the ready, and also allows them to gauge how much longer the process will take, encouraging them to continue.