One way to create better checkout pages for your site is to improve their overall design and functionality. Another way is to use great checkout copywriting. With well-written, relevant descriptions and guidance text, you can better assist customers as they go through the checkout process.
In this post, I’ll be offering some checkout copywriting tips from the book “E-Commerce Checkout Usability” by Baymard. By using these tips, you’ll be able to enhance your site’s checkout pages and improve user experience.
Adding descriptions to form field labels
To eliminate ambiguity and ensure customers fill in checkout form fields correctly, add descriptions under field labels. For example, many customers get confused by common “Address line 2”. Changing the name to something like “Apartment Address” or “Mailing Address” will help customers to know what content should be entered into the field.
Keep your checkout copywriting lean
When customers are going through the checkout process, all that they want to do is purchase their item and leave. They don’t want to waste time reading a lot of text. Therefore, keep any descriptions and guidance text as concise as possible.
Stay away from technical jargon
Technical terms are likely to confuse some customers. That’s why it’s best to always use everyday language. You’ll ensure that your customers always understand what information they need to enter.
An example of technical jargon is the term CVC, which stands for Card Verification Code. Instead of using this term, rather say “Credit Card Security Code” and add a description like: “3-4 digit code typically on the back of your card”
Explain unfamiliar new features
If you’re adding new features to your online store such as a “gift invoice” or “coupon”, always offer additional information. Customers can the gain a better understanding of the new features and how they work.
In this post, we looked at how to revamp your checkout pages with by using better copywriting. For more information on how to create a better online store, take a look at the book E-Commerce Checkout Usability.