What is checkout page optimization?

by Maarten Tops, Product Director

Ecommerce checkout optimization refers to the process of improving the efficiency and effectiveness of the checkout process on an ecommerce website.

It’s vital for ecommerce success: on average 70% of shopping carts are abandoned.[1] Focusing on checkout conversion optimization can minimize abandoned carts, improve customer satisfaction, and ultimately boost revenues.

What are the key elements of checkout page optimization?

A focus on the following can enable retailers to improve conversions at checkout and deliver a better ecommerce customer experience overall:

• A frictionless experience – simplicity is everything in ecommerce. Minimizing the steps in the sales journey, making options clear and simple, and ensuring customers have to enter information manually as little as possible, all helps to improve checkout conversion and avoid the dreaded abandoned cart.
• Building trust – customers need to see trust signals at every turn. Flexible payment options are a given. So, too, are clear and simple returns policies. According to nShift / Retail Week research, 44% of online shoppers expect flexible returns policies.
• The right checkout delivery options – the right last-mile delivery software offer can increase conversion rates by 20%. Customers today want to see low- and zero- emissions carriers alongside express delivery options. They also want to determine where their deliveries arrive: PUDO (pick up, drop off) locations and smart lockers are growing in popularity, alongside conventional doorstep deliveries.
  
  

  How can I track and improve the effectiveness of my ecommerce checkout?

  Regularly analyzing data and metrics related to the checkout process, such as abandonment rates, completion times, and customer feedback, is essential for identifying areas of improvement and implementing targeted optimizations.

  A data-driven approach can help ecommerce businesses pinpoint specific pain points and make informed decisions for checkout process optimization.

  How can multi-carrier shipping software improve checkout conversions?

  The right delivery management software, such as nShift’s delivery & experience management (DMXM) suite plays a crucial role in enabling ecommmerce checkout optimization. It enables retailers to connect to the carriers they need to give customers the last-mile delivery choices they expect. It features tight ecommerce integrations to over 450 software platforms and marketplaces. This makes it simple to offer Bigcommerce optimized checkouts, alongside many other possibilities.

  nShift Checkout sets out delivery options in a clear and intuitive way for customers, clearly badging sustainable or rapid options, helping them to make the best delivery choices.

  nShift Returns underpins highly flexible returns policies, helping build trust with customers before they click “buy”. nShift Returns enables retailers to minimize the revenue hit from returns, by routing 30% more returns-related refunds to exchanges. It can also help retailers ensure returned items are swiftly returned to store shelves.

[1] https://baymard.com/lists/cart-abandonment-rate