1. Useful ordering process and benefit presentation
The clear layout of the content and the visible progress indicator help users navigate the site and indicate how many steps are left to the user from making a purchase. Already at the checkout stage, it is worth considering resigning from elements such as the main menu. Thanks to this, we can prevent users from being distracted and “escaping” to other parts of the store. Marking the advantages of placing an order in our store as well as certificates and security guarantees increase the trust of users.
2. Easy-to-complete forms
The forms should therefore be useful and user-friendly. Too many fields to complete causes frustration and a feeling of uncertainty in users (“Why is the store asking for this data?”). Showing validation before the user can fill in the fields can put them off.
Demand only the necessary information, use default settings and autocomplete whenever possible. Validation should be activated only after the user enters incorrect data.
3. No added or hidden costs
The use of the so-called “dark patterns” (ways to trick users into unwanted actions using a trick on the interface) discourage users from buying again. E-commerce is based on trust. Hidden costs, added products, or subscription programs can increase conversion for a while, but in the long run can be detrimental to your brand image and reduce the chance of a referral or return to the site.
4. Adequate exposure of the main actions
Highly visible call-to-action buttons (CTAs) help users smoothly navigate through the checkout process. Users have no doubts about what to do next. It is worth highlighting the main action and presenting the rest as subordinate. If there are more options to choose from, it is imperative to prioritize and steer the user’s attention accordingly. Button labels and their locations should clearly suggest which item it relates to and what will happen when it is pressed.
5. Optional registration
Enforced registration as one of the mandatory steps in the ordering process is often the place where the cart is abandoned. When registration is an optional option, users do not interrupt the sequence of actions leading directly to the purchase. If we really want users to register, let’s describe the benefits that the user will gain after creating an account in our store.
6. The ordering process is adapted to mobile devices
The mobile segment is a growing group of users that should not be ignored. The absence of a main call-to-action (CTA) button above the dip line may result in users not knowing how to complete a purchase. Buttons that are too small are often frustrating and difficult for the user to click when operating the touch screen. It is also worth taking care of the appropriate visual hierarchy – the most important elements on the page should be the most visible. Let’s also not forget about ensuring the correct responsiveness of the website.
