How to have a perfect Shopify checkout?

Optimizing your Shopify checkout in 3 steps

Since the lockdown periods we've experienced over the past 2 years, e-commerce figures have broken all previous records. Whether it's an upward trend or a lockdown effect, it's hard to say, but one thing is certain: E-commerce is now part of 21st-century consumers' lives.

It's in this context that Shopify has managed to stand out and achieve triple-digit growth. Many companies have now opted for a Shopify store instead of an e-commerce site developed with HTML and JS, or a site developed with Wordpress or any other CMS.

In parallel, Shopify agencies now offer services to develop a unique user experience on their clients' Shopify stores, including dedicated Shopify experts and consultants. These agencies specialize in creating Shopify sites and develop optimized, user-friendly sites.

One thing remains certain, however: your site's checkout must be perfect! And when we say perfect, it must be as optimized and clear as possible. The same advice also applies to the home page, which is the first point of contact for the majority of prospects; as well as your product pages, which are responsible for generating online sales on your e-commerce site.

In this article, we will look together at the process of optimizing your Shopify checkout to generate more online sales. We will specifically optimize the length of the Shopify checkout, its design, and how to build trust with prospects entering your sales funnel.

Summary

Have the shortest possible Shopify Checkout

The Shopify checkout is the last step in a Shopify sales funnel. At this point, the prospect has already browsed your entire Shopify store and chosen the products they are interested in. They have normally decided to purchase your product and/or service and will therefore proceed to "checkout," to use a more generic term.

So, they have decided to make a purchase. Yes, but your Shopify checkout is the last hurdle that can make them "abandon" their order. This is referred to as the cart abandonment rate.

What is the cart abandonment rate?

The cart abandonment rate is the percentage of prospects who did not place an order despite adding products or services to their cart. It is calculated by taking the difference between prospects who converted and those who abandoned their carts.

To optimize your conversion rate, we advise you to opt for a rather short Shopify checkout model by applying a few tips;

First and foremost, a short Shopify checkout is, by definition, short. This reduces the time it takes to make a purchase and thus prevents your prospect from asking too many questions, and ultimately not making the purchase. You thus optimize the time to purchase. The prospect is not distracted, and everything happens very quickly.

Make sure you have fast pages – meaning very light-loading pages – that will not disrupt your prospect's purchase.

Also, make sure not to carry out your checkout over too many different pages. After 3 pages, prospects already lose patience, and you increase your abandonment rate by doing so. Prefer a summary page for the order, a page for entering information — personal information, delivery, and payment method — then display the order confirmation page. This 2:1 model is fast, simple, and doesn't lose the prospect.

A short checkout will therefore reduce hesitation and "friction moments" between your prospect and any objections they might have. Your Shopify checkout is thus optimized to fulfill its mission: convert as many prospects as possible into customers.

Don't forget to always allow your prospect to return to a previous step in the checkout, so they can verify their information and/or change their order. If you don't allow them this option, they might simply abandon the cart due to the friction of having to re-enter the order.

Another tip to increase the conversion rate of a Shopify checkout is to include a very short timer, 10 to 15 minutes, stating that after this period, the prospect's cart will be deleted. This forces them to be quick and to proceed with the order. This creates a sense of urgency and compels them to make a quick decision. Be careful, this method is not suitable for all niches.

Also, make sure to offer help during checkout; if there is a problem or any bug, it would be a shame to lose a customer just for that. Ideally, provide a phone number or a direct chat with customer service; your prospect will feel valued and heard, and will most likely proceed with the purchase.

Also offer a wide range of payment methods to allow your prospect to choose how they want to pay. We advise you to always accept Paypal payments, as this signals trustworthiness. For credit card payments and others, you can choose a third-party provider like Stripe, which is very popular with online stores and e-commerce sites.

With all these tips, your Shopify checkout will be highly optimized, and you can continue your journey toward a higher conversion rate!

Preferred payment methods for your Shopify store:

Paypal Apple-pay Google-pay Cc-visa Cc-mastercard

Have a simple and quick-to-understand design

Your Shopify store's checkout must be clear, simple, precise, and above all, concise. Opt for forms that are easy to fill out and read, and don't use colors that detract from your brand, as this could confuse your prospect.

Opt for either your brand's colors or neutral colors like black, white, and gray. Make superfluous information discreet by reducing its font size and placing it at the bottom of the page, so that it doesn't immediately catch the prospect's eye when they land on the page.

Conversely, highlight the most important elements of your checkout, such as text fields to fill in, your CTA to purchase the products, and anything else that might be important.

In general, use a simple design, and avoid a complicated design that distracts the prospect from the purchase goal. If your checkout is overloaded, the prospect will take time to understand the different elements that compose it, and this will therefore increase your cart abandonment rate.

Guide your prospect clearly towards the most important elements of your checkout, and towards the exit of your sales funnel through purchase. Stay simple, and prioritize your information in a single column; prospects generally feel lost when there are two columns, and you increase the risk of forgotten information and cart abandonment. Stay simple, clear, concise. Leave space between different sections to lighten your structure.

How to build consumer trust?

Consumer trust is first and foremost, even before they arrive on the site, based on the brand image the consumer may have of you. This image varies from one consumer to another and will never be the same.

Regardless, you must position yourself as a trustworthy player, on your website and on your social networks. That's why you need to use what's called social proof to build trust with the first prospects you receive on your website.

You can use your social networks to generate User Generated Content, and then use it on your site and your various social networks. Also, make sure to link your social networks and your website.

What is User Generated Content?

User Generated Content is content created by your community, during a contest, or simply a review on social networks, which you can use to promote your brand and your online store.

In addition to all this, you can also build trust by providing impeccable customer service. Remember that according to IFOP, nearly 80 to 85% of users look at and read online reviews before buying a product. It is therefore important to have an impeccable e-reputation. Collect as many positive customer reviews as possible, and multiply your actions towards your community.

You can then showcase these actions on your Shopify store with, for example, photos and a library of positive customer reviews.

In the case of a negative customer review, we advise you to act with caution and discernment. First, never tell your detractor that they are wrong, as this could backfire and do more harm than good. Instead, offer them a discount or a refund depending on the case, apologize, acknowledge the mistake, and emphasize the importance of building your company-consumer relationship on trust and respect.

Another sign of trust is your website's SSL certificate. While it technically has no legal value, in the eyes of consumers, it builds trust. You can usually purchase one with your hosting plan or have one installed directly in your FTP access.

Also, strive to get certified and win awards. These accolades give consumers the feeling of being in the right place, being supported, and dealing with a trusted provider. B Corp certification, for example, is an excellent ecological certification.

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