Checkout Optimization: Is Your Website Suffering from the Effects of Online Buying Remorse?

In the days of brick and mortar stores customers would purchase something, get home, and doubt the need to have purchased the item.  This became such a frequent occurrence the term “buyer’s remorse” was coined which was the sense of regret after purchasing an item.

Today, the Internet has not only quickened the pace of shopping but also increased the speed which users are feeling buyer’s remorse.  Many Internet consumers could be feeling remorse even before they purchase an item.  Internet consumers realize faster than ever, that there are many options out there, better deals to be had, less complicated & annoying checkout processes and they do not have to purchase the item right now because 90 other stores have it.  They add items to shopping carts and start the checkout process; however, many of them leave before the purchase has been completed.

Online options for consumers to purchase anything and everything is incredible and the need to optimize your checkout process, before online buyer’s remorse sets in, has never been more important.   Here are two major problems that we have commonly found and how to correct them:

Problem #1:

Having a complicated checkout process encourages users to reconsider their purchases.  The more steps in the checkout process, the more time it takes consumers to get through them.   While your secretary may type 100 words per minute, this is not the norm.  Shorten the time it takes to get through your checkout process and the less time the effects of “Online Buying Remorse” have set in.

Problem #1 Solution:

Have several employees walk through your checkout process and identify steps that could be eliminated and don’t forget to review the websites that you enjoy shopping at as they can help provide ideas on how to consolidate your checkout process.  One of my favorites is www.ebags.com which allows users to checkout in two steps with PayPal and doesn’t force me to do any heavy lifting.

Problem #2:

Asking for too much information or forcing customers to register with you can deter consumers from shopping at your online store.

Problem #2 Solution:

These issues can be resolved simply by waiting until after the initial purchase.  Then if you want to ask for other information do it on a thank you page by saying something like “Thank you for purchasing from us today, if you would like to receive discounts by email please fill out this short questionnaire”.  Also, in the world of advance analytic tracking the need to ask demographic information or campaign medium questions has lessened.  If the form field doesn’t affect your ability to receive payment or ship the customer the proper product, it can be eliminated.

If you have additional questions or would like a fresh look at your Check Out process contact EverEffect, otherwise, remember the less steps it takes to check out the more likely people will complete the process which will increase your revenues and conversion rates.

Posted in: Conversion Rate Optimization, Online Strategies

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