Better Checkout Pages: Improve End User Experience

Well-designed checkout pages provide a better end user experience and it increases sales. When customers are looking to purchase a product online, they’ll be less likely to click away from a site which offers an efficient checkout process.
In this post, I’ll be looking at how you can streamline your site’s checkout process by improving input fields. To improving input fields, E-Commerce Checkout Usability offers the following suggestions:

Indicate required and optional fields

When customers have reached your checkout page, all they want to do is purchase the items they’ve added to their basket. The last thing they want to do is waste time providing more information than is necessary.
To make the checkout process go faster, you can indicate which input fields need to be filled in and which fields are optional. As a result, customers can see right away which fields can be left out.

One “name” field instead of two

E-Commerce Checkout Usability tells us that many users tend to accidentally write their full name in the “First Name” field. By combining the “First Name” and “Surname” fields into a single “Name” field, you’ll remove any opportunity for this mistake to occur.

Keep all customer input despite errors in the form

Usually, when customers fill out a checkout form incorrectly, they get returned to the form. This often loads with all its fields blank again. Customers get annoyed with having to fill in all the correct information again while fixing the incorrect information.
To make things easier, prevent your site from removing the customer’s input. Then customers will only need fill in the fields which they filled in incorrectly.

Use auto-detect to prevent mistakes

Customers regularly misspell content when they’re filling in fields. Because of this, they end up wasting time correcting spelling errors. But by having your site auto-detect city and province after a customer enters an area code, will prevent spelling mistakes and make the checkout process easier.

Conclusion

In this post, I looked at how to enhance end user experience by improving input fields on your checkout page. In tomorrow’s post, I’ll be looking at what the book “E-Commerce Checkout Usability” teaches us about writing checkout page content.