You have driven a lot of visitors to your website, but when it’s time to convert, they often disappear.
It’s frustrating, right?
Small conversion rate mistakes may cost you big, pushing potential customers away before they even understand your value. Landing pages are often overlooked, yet they play a major role in converting clicks into conversions.
You have built a strong digital strategy for your website with SEO, marketing, and content creation, but unwanted UX flaws can undo it all.
Your website makes the first impression. If it’s clunky and tough to navigate, your visitors won’t stay long. Even minor checkout UX missteps can drive them away fast. However, when you manage UI/UX properly, it can significantly enhance your conversion rates.
In this blog, we will guide you through common checkout UX mistakes that could be costing you conversions and how to address them.
1. Poor Navigation and Search Functionality
Navigation in mobile checkout UX is more crucial than many users realize. Yet, it poses more challenges than desktop navigation due to the limited screen size on smartphones. An eCommerce website with intuitive navigation enables users to reach their destination with minimal effort. However, common UX issues can break the flow. Here are the key mobile navigation and search features you should incorporate into your checkout flow.
- Familiar Icons
- Optimized Progress Bar
- Smart Autocomplete
- Accessible Menu
- Sticky CTA
2. Unoptimized Checkout Flow
Customers tend to abandon their carts if they encounter an unoptimized and complex checkout process. A confusing checkout user experience (UX) can break the purchase momentum and increase cart abandonment rates. Checkout UX optimization focuses on reducing friction between the moment customers land on your website and the point they select the ‘Buy Now’ option. It enhances the overall checkout experience and increases conversion rates. Apart from the optimization, customizing the checkout page also elevates the page’s appearance and functionality. Common tips for effective checkout UX optimization include:
- Precise Messaging
- Mobile Checkout Optimization
- Checkout Steps Reduction
- Design and Layout Adjustments
- Checkout Speed Testing
3. Inconsistent Visual Hierarchy
A visual hierarchy is essential for directing users’ attention to the key elements of your website. When the hierarchy is inconsistent, it often results in frustration and confusion. This is one of the common mistakes that can hurt landing page conversions. When a page lacks logical flow, customers may struggle to know where to focus. Here are some important tips for creating a strong visual hierarchy during checkout:
- Organizing Content
- Adjusting Size and Color
- Highlighting Primary Actions
- Employing Visual Cues
- Using Consistent Styling
4. Avoiding Microinteractions
Microinteractions are the subtle and nuanced responses customers experience when interacting with an eCommerce website, such as hover effects, button animations, and form feedback. Though they play a minor role during checkout, overlooking them can be a big mistake that negatively impacts checkout conversion rates. They offer valuable input and enable customers to understand the consequences of their actions. Tips to avoid microinteractions during checkout include:
- Prioritize Function over Flair
- Speed Over Style
- Stick to Clear Feedback
- Test Across Devices
5. Overlooking Form Usability
Forms play a major role in customer interactions, whether it’s making an online purchase or requesting information. Long and complicated forms aren’t user-friendly. They require too much information, which results in cart abandonment. Ensure the forms are clear, concise, and easy to complete. Some useful tips for checkout form optimization include:
- Use Autofill and Autocomplete
- Group Related Fields
- Inline Validation
- Mobile-Friendly UX
- Clear Labels and Placeholders
Conclusion
Customer preferences are evolving fast. Offering great products or services is no longer sufficient today; it’s a necessity to deliver an unparalleled user experience to maintain a strong online presence. Avoiding these UX mistakes ensures your website provides a seamless checkout flow and boosts overall conversion rates.
Need help in improving your mobile checkout UX? Simplified Checkout can help you streamline the process and deliver an unmatched user experience, regardless of the platform on which your eCommerce store is built. From intuitive design layout to multiple payment gateway features, this tool ensures every tap leads your customers closer to completing their purchases.
