A crucial phase in the buying process is the checkoutsince it is where a purchase intention becomes a transaction.
Although each of the parts of the are important to achieve the conversion, there are several factors that you must take into account to optimize checkout and convert more. In Flat 101 you can find an in-depth analysis on how it affects the conversion during the checkout process the number of necessary steps, the number of fields or the obligation of a login, among other factors.
The steps at checkout
In the study, “steps” in the checkout are considered those that go from when the user enters the shopping cart until completing the payment, excluding the step where bank details are entered, even when done within the same website. That is, it is considered a checkout step each screen in which the user must capture different data to complete the purchase process: shipping information, billing, payment and shipping information, etc., but not the payment gateway itself.
And although we tend to think that the simpler the payment process, the better, that is not what the study’s conclusions reflect.
What are eCommerce checkouts like?
Currently 5% of eCommerce only have one step in the checkout, a big difference if we take that the previous year 14% of eCommerce had only one step to complete the purchase. Secondly, Almost half of Spanish eCommerce (41%) have three steps to complete the checkout, a difference of 7 percentage points less (48%) compared to the previous year. Currently 58% of eCommerce have between 1 and 3 steps in their checkout.
And while in 2021 13% of Spanish ecommerce had 4 steps, in this edition of the study 26% have decided to integrate 4 steps in their checkout process. Finally, 11% have 5 steps, when in 2020 it only reached 8%, and 5% remain in 6 steps to complete the purchase.
How many steps do the checkouts that convert the most have?
But what type of checkout is the one that converts the most? The study affirms that conversion is a 16.1% lower in those eCommerce with one stepwhich supports the principle of progressive revelationwhich refers to the fact that it is preferable to show the user the appropriate and grouped information through a distributed menu that shows the logical path to complete for the user.
In addition, the checkout process needs to fulfill, for example, error prevention: when the site guides the user on how to fill in a field, and this It provides confidence to the consumer, in addition to preventing it from failing.
In this edition the study showed that the highest conversion is obtained by checkouts that integrate between 2 or 3 steps (1.39% and 1.40% respectively) a percentage that remains practically the same as last year (1.21% and 1.36% for 2 and 3 steps in 2021).
However, you must bear in mind that implementing 2 or 3 steps in your checkout will not do magic and will immediately imply an improvement in conversion, since the key idea is to help the user to fill in the information quickly, easily, without generating doubts and to do so with complete confidence.
To achieve this, you must integrate an orderly, agile checkout that, although it integrates , also includes only the necessary and preloaded fields, in the case of successive purchases. That they have instructions for completion, error management, payment methods, shipping and of course, that are consistent with customer expectations, Inter alia.
Conversion according to the number of checkout fields
The study has revealed that most eCommerce have a number of similar fields: between 4 and 30, with an average of 13 fields to fill in.
One thing worth noting is that one of the highest conversions (2.17%) has the checkout that has 22 courses and this supports the theory that if a user understands why certain data is being asked for, or if he gets value for it (such as a special offer) he will not hesitate to provide it.
Request only the necessary data
As in past editions, the study concludes by confirming that what is truly important when requesting data from consumers is to adapt the fields to be filled in, requesting only the data necessary for the conversion to conclude successfully.
In addition, in order to improve the checkout process, you can use those that allow you to ask questions or investigate users who have completed a payment process, so that they can provide you with qualitative information of value to improve your process, in the event that You have not achieved the expected success rate.
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