Fruitful ways to simplify eCommerce app’s checkout process

Saurabh Singh September 14, 2022
ecommerce checkout process

Undoubtedly, there are hardly any online retailers not thinking of launching an e-commerce app, but the mere development and launch of a mobile app as a solution is not enough. You will have to focus on the eCommerce checkout flow to ensure the profitability and success of your app development efforts. However, the checkout process can often be complex and confusing, resulting in abandoned carts and frustrated customers. 

In this article, we will take a look at the eCommerce checkout process, common issues related to cart abandonment, and checkout process steps. 

We will also give you tips that would help create an eCommerce user flow that is at par with the standards set by the best eCommerce stores active on the internet. So without further ado, let’s get started.

What is an eCommerce checkout flow?

An eCommerce checkout flow refers to the process that a customer goes through when they are ready to purchase items from an online store. This flow typically includes adding items to a shopping cart, entering shipping information, and selecting a payment method. However, these steps must be optimized to create a smooth and efficient checkout experience.

Many factors can affect the eCommerce app checkout flow, such as the app’s design, the number of steps involved, and the available payment options. In addition, different customers may have different preferences when it comes to the checkout process. 

For example, some customers prefer to pay with a credit card/debit card, while others may choose to use PayPal. The key to creating a successful eCommerce app checkout flow is to make it as simple and straightforward as possible.

To have a better understanding, let’s take a look at the checkout process of the Amazon app.

A peek into Amazon’s checkout flow

When Amazon sends you an email with a product promotion, you click on the link and reach the product page. Then, you read the copy, view images, read reviews, and then come back at the top to ‘Add to Cart’ CTA on the page. 

From there on, you only have to enter your password once and click 2-3 times before the checkout process ends.

Amazon’s Checkout Flow

However, many businesses that fail to streamline their checkout process steps end up with a high shopping cart abandonment rate.

As reported by Baymard Institute, 69.57% of online shopping carts are abandoned that means for every 100 potential customers, only 30 customers completed the purchase. Shopping cart abandonment is a major problem for eCommerce businesses. So, to help you avoid this, we have put together a few ways to optimize your checkout process steps. 

But before we get into that, let’s take a look at some of the common reasons that can lead to abandoned carts.

Reasons leading to abandoned carts

There are very common reasons that can lead to a high shopping cart abandonment rate. A few of them are:

Reasons leading to abandoned carts

Requiring customers to create an account

Many online stores require customers to create an account in order to complete a purchase. However, this can be a deterrent for some customers, as they may not want to take the time to create an account. In addition, customers may be concerned about sharing their personal information with a company that they are not familiar with.

Lengthy and complicated checkout process

A long and complicated checkout process can be frustrating for customers and may cause them to abandon their shopping carts. In order to optimize the checkout process, it is important to keep it as short and straightforward as possible.

Hidden fees and shipping costs

Customers may be deterred from completing a purchase if they are unexpectedly surprised with hidden fees or shipping costs. In order to avoid this issue, it is important to be upfront about all fees and shipping costs from the beginning.

Lack of payment options

If customers do not see their preferred payment option available, they may be less likely to complete a purchase. In order to appeal to a wider range of customers, it is important to offer various payment gateway options like debit cards, credit cards, UPIs, PayPal, and Apple Pay.

Poor customer service

If a customer has a bad experience with customer service, they may be less likely to complete a purchase. To provide good customer service, it is important to be responsive to customer inquiries and concerns. This can be done through live chat, email, or phone.

Delivery was too slow

Customers want their items as soon as possible, and if they feel that delivery will take too long, they may be less likely to complete a purchase. In order to avoid this issue, it is important to be upfront about delivery times and to provide tracking information so that customers can see when their items will arrive.

App was not secure

Customers may be concerned about inputting their personal information into an online form if they feel that the app is not secure. In order to ease these concerns, it is important to have secure apps with SSL certificates.

Not enough product information

If customers do not feel like they have enough information about a product, they may be less likely to complete a purchase. In order to provide enough information, it is important to include things like product descriptions, customer reviews, and product photos.

create an ecommerce app for your retail business

Now that we have gone over some of the common reasons for cart abandonment during checkout, let’s move further to understand the eCommerce user flow in the following section:

eCommerce mobile app checkout process

With businesses going online, the trend of buying and selling through a mobile app has increased. Due to this increase in eCommerce apps, it is important for businesses to understand eCommerce checkout best practices. In this section, we will go over the different sub-steps involved in an eCommerce mobile checkout process.

A. Add to cart option 

A simple icon on the cart option might not be a strong visual cue as you might think of while adding the features in eCommerce application development process. You should show a transition or movement of the product getting added to the cart. In addition to this, the checkout process design is made, and the feasibility of changing the ‘Add to Cart’ option to the ‘Added to Cart’ option should be provided.

B. Once the product is added to the cart

There are generally two options at this stage: Keep people on the same page or move people to the cart page. The end result of both should be a page where:

  • There’s clarity in terms of what is in the cart, the final cost, and the quantity
  • Ease of making changes or updates in the products
  • Two CTAs – above and below the cart asking users to checkout 
  • Remind users about returns, shipping, etc.  

C. Sign-up after order 

As a general rule of thumb for checkout page design, do not make it mandatory for the users to open an account. You should always offer users the option of guest checkout. Once you have their email id, name, and contact information, you can always market them and ask them to open an account on your app. 

If you think it is mandatory, have social media or email login. Never ask people to fill in long forms. 

D. Make a payment stage 

This is the last stage of the eCommerce app design and a page where all the mobile app development efforts boil down. Here are some checkout page best practices that we, as an eCommerce app development company, follows at this stage. 

  • Ask for debit and credit card numbers at the end of the process
  • Make the payment form that looks like a virtual credit card
  • Add elements that showcase app security, like certificates and badges 
  • Store credit card information in the system.

So here’s how checkout subsets in the eCommerce mobile app design process should be followed. Now that we have looked at it, let us give you some quick tips on making checkout process steps the most profitable return on your eCommerce app development investment. 

Tips for optimizing your eCommerce checkout flow

With businesses losing billions of dollars every year due to abandoned shopping carts, it is important to optimize your checkout process to decrease the rate of shopping cart abandonment. Below are a few tips for how to do this:

Tips for optimizing your eCommerce checkout flow

Prioritize mobile-friendly app design

In today’s world, it is important to have a website that is designed for mobile devices. With over 55% of total web traffic coming from mobile devices, it is crucial to have a mobile-responsive design.

Use a single-page checkout system

A single-page checkout system is a great way to streamline the checkout process and make it simpler for customers. With a single-page checkout system, all the necessary information, like billing, shipping, and payment information, is on one page. This makes it easy for customers to find what they need and complete their purchases without issues.

Use a single-page checkout system

Offer a guest checkout option

Requiring customers to create an account in order to complete a purchase can be a deterrent for some customers. To avoid this, it is important to offer guest checkout. This will allow customers to complete their purchases without creating an account.

Offer a guest checkout option

Provide a progress indicator

A progress indicator is a great way to let customers know how far along they are in the checkout process. This can help reduce frustration and keep customers on track. It’s a useful visual reminder for customers of their progress.

Provide a progress indicator

Include clear calls to action

Calls to action are important in any application design, but they are especially important in the checkout process. The call to action should be clear and concise, guiding customers to the next step in the checkout process.

Offer multiple payment options

As we mentioned before, it is essential to offer multiple payment options to a wider range of customers. Some common payment options include credit cards, PayPal, and Apple Pay.

Make sure your app is secure

Customers may be concerned about inputting their personal and financial information on an insecure app. In order to build trust with your customers, it is important to have a secure mobile application as well as a secure checkout process.

Make sure your app is secure

Provide live chat support

If customers have questions or concerns during the checkout process, it is essential to be able to provide them with live chat support. This will allow you to address any issues in real-time and help customers complete their purchases without problems.

Focus on mobile checkout UX

Checkout can be harder on mobiles since there is a smaller screen and keyboard to work with. Optimize your layout for mobile devices and make it as easy as possible for the customers to input their information. It’s necessary to work on the mobile UX to help users have a seamless shopping experience. CTAs, form fields, and progress indicators can all be used to improve the mobile checkout experience.

Focus on mobile checkout UX

Use exit-intent popups

If a customer is about to abandon their shopping cart, it is important to try and recover their purchase. One way to do this is with an exit-intent popup. This popup appears when a customer is about to leave your website. It is typically used to offer a discount or incentive to finish the purchase.

Use exit-intent popups

Provide a summary of cart contents

Showing the contents of the shopping cart can be a great way to remind customers what they are about to purchase. It can also help  reduce confusion and ensure that customers are getting the items that they want. The summary should be shown on every page of the checkout process and must include the total price, shipping cost, and applicable taxes.

secure checkout

Show shipping options and costs early on

Customers need to know about shipping options and fees early on in the checkout process so that they can make an informed decision about their purchase. Not to miss, free shipping is a great way to encourage customers to complete their purchases. Customers are more likely to complete an order if they know they will not have to pay for shipping. This information should be displayed prominently and should be easy to find.

Use persuasive copy

The words that you use during the checkout process can have a significant impact on whether or not a customer completes their purchase. Using persuasive copy that encourages customers to trust your application is important. Some things to remember include using positive language, highlighting the product’s benefits, and offering a sense of urgency.

Use customer testimonials

Customer testimonials are a great way to build trust with your customers and encourage them to complete their purchases. Customer testimonials can be used throughout the checkout process, either on individual product pages or the checkout page itself.

Offer discounts and coupons

Discounts and coupons are a great way to encourage customers to complete their orders. Customers are more likely to complete a purchase if they know that they will be getting a discount. Discounts and coupons can also help build trust with your customers and establish your brand as a customer-friendly company.

Offer discounts and coupons

Use social proof

Social proof is a great way to build trust with your customers and encourage them to make a purchase. Social proof can be used in several ways, including customer testimonials, social media reviews, and customer ratings.

Use security seals

Security seals are a great way to build trust with your customers and encourage them to complete their purchases. Security seals can be used in your app as well as during the checkout process. Common security seals include SSL certificates, McAfee Secure, and Norton Secured.

Use security seals

Have a clear privacy policy

Customers want to know that their personal information is safe when purchasing online. Having a clear privacy policy can help build trust with your customers and encourage them to complete their orders. Your privacy policy should be prominently displayed on your website as well as during the eCommerce checkout process.

Have a clear privacy policy

Offer a money-back guarantee

Customers are more likely to complete a purchase if they know that they can return the item if they are not satisfied with it. A money-back guarantee can also help increase ROI and encourage customers to buy an item.

Offer a money-back guarantee

Easy to understand checkout process

The app checkout process should be easy for customers to understand. All form fields should be clearly labeled, and the process should be easy to follow. Customers should also be able to review their order before they complete their purchase quickly.

Consider offering the social sign-in option

Social sign-in is a great way to make the eCommerce app checkout process easier for customers. Customers can use their social media accounts to log in to your app, which will pre-fill their personal and shipping information and make the checkout process faster.

Consider offering the social sign-in option

Clear error messaging and form validation

Form validation can allow businesses to get accurate customer data. Apart from validation, the next is the error messages. If there is an error in the eCommerce checkout process, ensure the error message is clear. It should be prominently displayed and easy to understand. Customers should also be able to correct the error and continue with their purchase easily.

Clear error messaging and form validation

As discussed earlier, the checkout process is crucial for businesses, and the right app development company can help you build a perfect eCommerce checkout flow.

Grow your eCommerce business with eCommerce app development services

How can Appinventiv help ideate the eCommerce checkout process?

You can do several things to ensure that your eCommerce checkout process is customer-friendly and help users to purchase various items. At Appinventiv, we created an eCommerce platform for Adidas to reach a new and massive user base. 

The app was carefully developed by keeping the design system intact and helping cater to multi-regional content and products. Multiple currencies were also integrated to ensure that the application could be used globally. The result was remarkable, with 2 million downloads and 500,000 new users. In case you are also looking for similar eCommerce app development services, contact our experts today!

FAQs

Q. How do you create the eCommerce app checkout process?

A. There is no one-size-fits-all answer to this question, as the best way to create a checkout process will vary depending on the specific needs of your business. However, there are a few eCommerce checkout flow design guidelines to create a customer-friendly eCommerce checkout process:

  • Create ‘Add to Cart’ page eye-catchy
  • Prepare a transparent billing page
  • Include guest checkout option
  • Lessen the number of form fields
  • Add security badges
  • Make the eCommerce checkout process mobile responsive
  • Offer social sign-in
  • Use address shortcuts
  • Make the ‘Place Your Order’ button big and visible
  • Use clear error messaging

By following these guidelines, you can create a customer-friendly checkout process design to increase conversion rates.

Q. How do you simplify the checkout process?

A. There are a few things that you can do to simplify the checkout process:

  • Reduce the number of form fields
  • Use address shortcuts and validation
  • Allow customers to save their information for future purchases
  • Use clear error messaging

By following these tips, you can simplify the checkout process and make it easier for customers to complete their purchases.

THE AUTHOR
Saurabh Singh
CEO & Director
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