67% – that’s the average online checkout abandonment rate according to 22 e-commerce studies. Two of the main reasons for discontinuing the purchase are lengthy checkout processes and being forced to fill in long registration forms before buying.
With a range of website add-ins available, making fashion e-commerce single-click slick has never been easier. Before you get started, here are some questions and answers to help you on your way to checkout glory.
Should You Make Consumers Sign Up Before They Buy?
24% of e-commerce sites require account registration to make a purchase. That’s an annoyance many fashion shoppers could do without and one that ASOS decided to ditch in 2011, halving their checkout abandonment rates.
Guest checkout is certainly an option but it means losing out on much of the data that can drive better marketing and more sales further down the line. To help themselves and their customers, e-commerce sites are turning to social media to secure this information.
What Is Social Sign-Up?
Forms that request standard biographical data like name, age, email address and date of birth are great candidates for social sign-up. Social media profiles are the online encyclopedias of personal data. And most are willing to share this information with other websites.
Social autofill allows you to capture identifying information from users with just one click by presenting one or, as in the image below, multiple social media accounts to sign up with.
Source: Fitness Blender
Once the customer has selected the social media account they want to use, the plug-in will display the data they’re granting access to. Built-in data sharing options allow users to decide what they’re happy to share and what they’d prefer to keep private.
Which Social Media Platform Should You Use?
The most popular options for social autofill are Facebook, Twitter and Google+ because they capture a significant proportion of the UK population and contain relevant data. Looking at user demographics for each of the major social media platforms will give you a good idea which is most suitable for your brand.
A/B testing and form analytics to establish which platform and set-up provides the best results is a great way to design with confidence.
What About People Without A Social Presence?
It’s hard to believe that there are still some people without a social media account but they do exist and you need to cater for their needs or lose their business. Also, some individuals will have privacy concerns making it necessary to include email sign-up as in the image below.
Typing in an email isn’t as quick as social sign-up but with form autofill it’s not too far behind and does give customers all-important choice, helping more people across the finishing line.
As in the image above, form designers often give social sign-up more prominence on the page to encourage social media account holders to use it . That’s because data shows social autofill increases conversion rates by 189%.
Placing buttons in a noticeable position, listing them at the top of sign-up options and weighing them more heavily with trusted brand colours and large clickable buttons all direct user behaviour. In fact, this tactic is so successful, it’s being used increasingly at the checkout too.
That’s Sign-Up – What About Checkout?
Unsurprisingly, lengthy checkout processes also deter consumers from making purchases. Thanks to the rise of payment gateways, manually entering shipping and billing information is work consumers are increasingly used to doing without.
Research from Vouchercloud finds that, as with any financial transaction, trust is at the heart of consumer confidence:
- Over 80% of consumers feel safer seeing trustworthy card logos in an online store
- 40% have more confidence in a shop that has more than one method of taking payment
- 59% will abandon a transaction if their preferred payment method isn’t in place
These points show that, as with social sign-up, closing the deal comes down to giving consumers trusted providers to choose from.
Which Additional Payment Options Make Checkout Super-Slick?
Trusted payment types include a wider range of options than ever before. Amazon Pay and Apple Pay are two of the more recent payment gateway providers that can be integrated with your website using plug-ins.
Tried and tested on their own company websites, they’re rolling out their payment solutions as a product so smaller businesses can benefit from the familiarity and trust built up in their brands.
In a similar way to PayPal, they deliver payment and billing details with a single click, significantly reducing checkout friction and helping people to purchase before they get cold feet.
Adding these logos to your website gives consumers extra purchasing options and is likely to increase your conversion rates. And because gateway payment providers check the customer’s data when they register, you can be sure you’re receiving verified name, payment and email details.
With slick security checks via mobile phone for first-time purchasers, both businesses and consumers can feel confident that they are being protected from fraudulent transactions. Which will make it more likely that your consumer will be back again for another good experience.
What About Mobile?
As with social sign-up, single-click checkout is particularly helpful for mobile visitors as they won’t need to fill out forms on tiny touchpads. Allowing customers to complete several fields with one click of a large button is bound to help them through the checkout with fewer stoppages.
When every additional field is an opportunity for your customer to change their mind, social sign-up and one-click purchasing are elegant solutions that keep both customers and businesses happy. By greasing the wheels of form completion, your business will make it as easy as possible for customers to create momentum and keep it going.
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