How To Continuously Innovate Your Checkout
Posted: Mon Feb 17, 2025 9:00 am
If you’re often as you’re constantly monitoring ways to improve operations critical to the shopping journey.
One of the most impacting areas of ecommerce operations is checkout, which requires a focused strategy to continually invigorate its flow and usability.
Many fast-moving retailers want to innovate their checkout technology, especially when they hear cart abandonment rates can be as high as 78 percent. But what exactly can retailers do to upgrade this vital stage of the customer experience?
Goodbye to barriers
While retailers need no reminder to remove any barriers to purchase, it’s worth underscoring just how crucial this is in the checkout process, urges Rich Kreitz, Lead Product Manager at Bold Commerce.
“When you have one more step or barrier in place that can block someone from checking out simply, you’ll increase your cart abandonment rate,” he adds.
He cites the best practice of expanding payment methods beyond credit overseas chinese in worldwide datacard and PayPal. “Look at how many people are using Apple Pay or other methods, and when you make something like payment very flexible for customers, they won’t see an obstacle to checkout,” he adds.
Even more constructive, is reducing form fields, which can layer on more steps than what a customer needs — or wants.
As a UX specialist wrote, “The average site can have up to 15 form fields that the shopper has to populate before they complete a purchase…. most sites can reduce form fields to 6 or 8 fields, which makes it easier for the shopper. Defaulting form fields such as billing address to the same as the delivery address can help reduce the number of input fields.”
Neglecting flexible delivery options could also impede the customer experience at checkout. Close to two-third of sites don’t present ‘Store Pickup’ within the shipping selector interface, a survey found, even though BOPIS is quickly on the rise.
And is it clear to customers how much each shipping option will cost them? Burying that information, or only presenting it at later checkout stages, can frustrate customers who expect up-front details about the cost of each order.
One of the most impacting areas of ecommerce operations is checkout, which requires a focused strategy to continually invigorate its flow and usability.
Many fast-moving retailers want to innovate their checkout technology, especially when they hear cart abandonment rates can be as high as 78 percent. But what exactly can retailers do to upgrade this vital stage of the customer experience?
Goodbye to barriers
While retailers need no reminder to remove any barriers to purchase, it’s worth underscoring just how crucial this is in the checkout process, urges Rich Kreitz, Lead Product Manager at Bold Commerce.
“When you have one more step or barrier in place that can block someone from checking out simply, you’ll increase your cart abandonment rate,” he adds.
He cites the best practice of expanding payment methods beyond credit overseas chinese in worldwide datacard and PayPal. “Look at how many people are using Apple Pay or other methods, and when you make something like payment very flexible for customers, they won’t see an obstacle to checkout,” he adds.
Even more constructive, is reducing form fields, which can layer on more steps than what a customer needs — or wants.
As a UX specialist wrote, “The average site can have up to 15 form fields that the shopper has to populate before they complete a purchase…. most sites can reduce form fields to 6 or 8 fields, which makes it easier for the shopper. Defaulting form fields such as billing address to the same as the delivery address can help reduce the number of input fields.”
Neglecting flexible delivery options could also impede the customer experience at checkout. Close to two-third of sites don’t present ‘Store Pickup’ within the shipping selector interface, a survey found, even though BOPIS is quickly on the rise.
And is it clear to customers how much each shipping option will cost them? Burying that information, or only presenting it at later checkout stages, can frustrate customers who expect up-front details about the cost of each order.