If you haven’t heard about checkout UX, now is the time to dive in. Simple improvements to the checkout process can increase your purchase rate by a staggering 35.26%—making checkout UX a well-kept secret to successful e-commerce transactions.
So, what is checkout UX? SamCart is here to tell you everything you need to know.
Unpacking the World of UX
UX is an abbreviation for user experience—often in the context of a website or online store. Supporting a positive user experience is vital to closing sales and earning revenue. So, the purpose of UX is to create an easy, enjoyable, and functional website. UX encompasses all elements of the user experience—from the website speed to the design, functions, features, accessibility, and (you guessed it) the checkout process.
What is checkout UX? Checkout UX is a measurement of how user-friendly an online purchase process is to complete. In particular, checkout UX will consider the payment flexibility, checkout form fields, and site structure/accessibility.
Let’s take a closer look at each of these elements and how you can implement improvements to your checkout user experience.
The Importance of Payment Flexibility
The payment industry is growing and changing constantly. What once was a singular cash currency system now includes an $81.03 billion digital payment industry. Customers have access to hundreds of potential credit cards, debit cards, and mobile wallets. It is no surprise that online sellers are struggling to keep up.
Despite these challenges, payment flexibility remains unquestioningly important. After all, how can a customer purchase your items if your shop has no way of accepting their money?
When you allow a variety of payment options, almost any customer can seamlessly buy your products. In fact, buyers can checkout at the click of a button when combining payment flexibility with newer auto-fill payment features.
This effortless transaction starkly contrasts with the checkout UX of a shop with limited payment options. In these cases, customers will have to find a secondary payment method and manually enter the information that would otherwise be automated.
Payment flexibility will require compatibility with your e-commerce platform and your payment processor. Some popular online payment options to consider include:
- Popular debit and credit card compatibility
- Mobile wallet compatibility—including Apple Pay, Google Pay, Amazon Pay, Zelle, and PayPal
- Buy Now, Pay Later
- PWYW (Pay What You Want) Pricing
SamCart’s e-commerce platform (paired with the SamPay payment processor) helps creators and online sellers accept all the above.
Custom Checkout Forms
When you are ready to improve your checkout UX, the checkout form is a natural place to start. With the right e-commerce platform, this element of your checkout process is easy to adjust for user experience.
When customizing your checkout form, there are three types of form fields to consider:
- Checkbox: A check box is perhaps the easiest form field for customers to interact with manually. In these cases, customers can simply check or uncheck a checkout option.
- Drop-down list: Just as the name suggests, you can include all of your product or checkout options in a drop-down list for customers. Buyers can simply click and scroll while this option highlightings your product selection.
- Text input: For more individualized options, it is most user-friendly to let customers input their information into a text box.
Customizing your checkout form is all about eliminating hurdles in the buying process to promote conversions and sales. As such, it is also helpful to cut out extra form fields. Unnecessary checkout steps are less likely to be saved in a customer’s auto-fill options—roadblocking the desirable automated checkout process.
You can read detailed instructions (with pictures and demos) on customizing your checkout forms here.
Checkout UX and Site Structure
Optimized checkout UX relies on a robust website foundation. You will need an e-commerce platform that supports the features and compatibility of a user-friendly transaction. You might ask yourself:
- Is my site secure and protecting sensitive payment information? 18% of surveyed customers reported cart abandonment was caused by a customer not trusting the website with their credit card information, according to the Baymard Institute.
- How quickly does my site load through each step of the checkout process? The same study found that 13% of cart abandonment was caused by website stability issues.
- Is my checkout form on the product sales page, or do customers need to search through my site to buy products? 17% of surveyed buyers reported that a long, complicated checkout process influenced their cart abandonment.
These questions are central to the UX of your checkout process. While many online sellers think they need elaborate websites to close sales, you can return more revenue with a strong, informative, and compelling sales page for each product.
Optimize Checkout UX to Boost Sales with SamCart
Take advantage of the most advanced checkout features with SamCart. Through our SamPay payment processor—powered by Stripe—we give creators and online sellers more transaction control. Combining our advanced e-commerce platform with the power of SamPay lets us innovate the payment experience for unmatched checkout UX that seamlessly integrates into your online store. You can try SamCart for free to get started today!