Streamlining Checkout process
As you are probably aware, we are pretty big on E-Commerce at Shape. It’s great to see so many of our clients flourish with online sales but we are always trying to find new ways increase their sales. More sales = happier clients = happier Shape.
When we saw that Stephen Callender was doing a talk on ‘Building a Smarter Craft Commerce Website’, we got pretty excited to say the least. This man knows his stuff when it comes to Commerce and we were ready to absorb all his knowledge on the topic.
The main brunt of his talk was based around what he believed was the most streamlined checkout process he could achieve without missing all of the mandatory steps. He tested and measured this process in clicks. ‘How few clicks can you do to get through the checkout and complete your order…’ This is a fantastic way to test your frameworks checkout process. Then general theory being you want to get the user through to complete the order as quickly and simply as possible with no unnecessary distractions along the way.
One point that I’m sure he’ll pleased to hear has stuck in my head was the all important first step.
Get their email address. Forget everything else, Get their email address. That’s all you need to ask the user first, not name, not address, just get, their, email, address!
I think the main point to take from his process though was to make as much of the information already filled out as possible - namely the delivery options. This is something that affects the price and that can be a put-off for the user. If they see that the delivery is an additional charge to what they have already seen, it could be a real dealbreaker. Don't give the user surprises half way through the process.
It was great to take quite a few pointers from his process which we can apply to our checkout flow, especially as we are currently in the process of revamping it anyway! But it was also nice to see that a lot of his flow was so similar to our process anyway. No wonder we’re so good with E-Commerce sites eh!