Four Principles to Improve Your Ecommerce Checkout Page

Improving E-commerce Conversion


One of the largest stumbling blocks that online marketers have to successfully hurdle is eliminating the phenomena known as “cart abandonment”. As the name suggests this is the stage when a consumer has worked their way through all of the stages of finding the web site, choosing the product and ready to make the purchase, then it all dissolves away. The reason why usually comes down to some sort of obstacle that has been placed in their path. An obstacle that has created a crisis of confidence and lost the sale.

According to West Palm Beach Website Design, “The trick is to create an environment for the buyer where every minor doubt or uncertainty will be ‘nipped in the bud’ as they make their way through this most final and most vital stage of the online purchase process.”


The first principle is to create a checkout process that is water tight secure. There are no shortcuts involved in this process, and that means investing in a Secure Sockets Layer (SSL) Certificate. Having an SSL certificate and displaying it clearly on the Ecommerce Checkout Page will re-assure the customer that all of their critical data, such as their credit card details, is totally encrypted. This means that even the most experienced will be incapable of accessing and deciphering the information.

Accepting online payments through credit card may also mean ensuring that your site has what is known as Payment Card Industry Data Security Standard (PCI DSS) compliance that will also calm the client’s possible fears that their information is 100% secure.

Without doubt gaining and retaining customer confidence is the most important principle in improving your Ecommerce checkout page. However there are others which should not be overlooked.

Do Not Force Things

Many potential customers are scared off or offended by being asked to open an account before they can make a purchase or even before they have decided to do so. There is nothing to be gained by forcing this issue, and when the sale is actually made, all of the customer’s details will be on file in any event.

Guide Them

When a customer is making an online purchase, especially if they are inexperienced, too much information might cause more harm than good. They need to be guided through the process with the possibility of any distractions reduced to an absolute minimum. Needless to say the software should be capable of absorbing the information with no possibility of jamming, freezing or any other reason why the customer will not press that magic “order now” button.

Clear Communication

The last principle is clear communication. This is vital to re-assure the client that there will be no “hidden extras” that will pop up as soon as they place their order. Payment options should be clearly displayed as well as any delivery costs incurred.

Attending to these four principles will almost certainly ensure that your Ecommerce page will carry out the very important function of converting customer interest into a hard sale.

Richard is a Magento Sydney specialist with over 4 years experience working on ecommerce projects. Richard is a regular blogger in technology and web design blogs.

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