Optimizing the e-commerce checkout flow – everything that happens between “add to cart” and the purchase confirmation page – is a science. A science that requires research, study, and of course, testing.
But you’ve got a credit card payment system. Isn’t that enough?
Not if your customers are abandoning their shopping carts. That means you’re hemorrhaging sales from already-motivated customers, often unnecessarily.
Even small gains in optimizing checkout flows can have a big impact:
“An Ecommerce site that I analyzed recently had a payment page where 84.71% of the traffic proceeded to buy. I calculated that if we can increase that to 90%, that would result in 461 more orders and additional $87,175/month. That would be 23.94% growth in revenue. So yes – ‘small’ gains here can be very big.” – Peep Laja, ConversionXL
What is shopping cart / checkout flow?
Shopping cart, e-commerce checkout flow, checkout funnel – whatever term you use, we’re talking about the moment your customer views their cart all the way until they see the “thank you” page at the end of their purchase process. Don’t confuse this with the “sales funnel,” that can begin long before the customer even lands on your website. Checkout flow is the final step.
The customer knows what they want.
They’ve added the product to the cart.
Then, they have two choices: Abandon the cart, or complete the purchase.
You’d be amazed how many motivated customers abandon the cart – or maybe you wouldn’t be. Maybe they’re abandoning your shopping cart and you’re wondering why.