Common checkout problems and how to solve them?

Problem 1: Cart abandonment

Cart abandonment, where customers exit your online store without completing their purchase, is a widespread challenge affecting many businesses.

But there’s good news: Experts say that $260 billion in lost revenue due to abandoned carts is recoverable through solutions like improving checkout flow and design.¹ Get started with these tips:

Solution: Guest checkout options

Digital guest checkout options are the e-commerce equivalent of an in-store express checkout lane. By allowing customers to bypass account creation, you pave a quick path to purchase, particularly appealing to those who value their time and privacy.

Learn more about PayPal Fastlane innovations.

Solution: Thumbnails of products

Product thumbnails added to the checkout journey act as little visual nudges that remind customers of their selections. This can reduce shoppers’ need to navigate back to product pages for reconfirmation, often disrupting the checkout flow.

Solution: Progress indicator

Visual cues like progress indicators show shoppers exactly how close they are to the final checkout button, helping set expectations and reduce cart abandonment.

Solution: Retargeting ads for cart abandoners

Retargeting ads work like digital breadcrumbs, leading cart abandoners back to their unfinished transactions. By displaying ads for the products they once considered, businesses can remind and motivate potential customers to return and complete their purchase.

Problem 2: Complicated checkout forms

Lengthy or complex checkout forms can turn even the smoothest shopping experience into a daunting task for customers. In fact, 22% of U.S. online shoppers abandon their carts because of a “too long checkout process.”¹

Use these strategies to help simplify your checkout forms:

• Minimize field numbers. Cut down the checkout form to only essential fields, like the customer's name, billing address, and payment information.
• Utilize address lookup tools. Autofilling address fields saves time for the customer and reduces the chances of typos.
• Simplify form design. Avoid unnecessary graphics or complex layouts that can distract or confuse users.
• Vaulted payments. Vaulting offers a secure way to store customers’ payment details for faster future purchases.

Problem 3: Limited payment options

Today's consumers have unique preferences for how they complete transactions, making diverse payment options a necessity. When preferred payment options aren’t available, such as digital wallets or alternative payment methods like buy now, pay later, customers may abandon their carts instead.

Explore some solutions to help:

Solution: Debit or credit cards

Offering both debit and credit card payments caters to a vast majority of customers, given their familiarity and security.

Solution: Digital wallets

In an era where convenience is king, digital wallets that offer fast, secure, and hassle-free payment experiences have become increasingly popular.

Solution: Buy Now, Pay Later

Buy now, pay later allows customers to enjoy their purchases immediately while managing payments over time. It's a valuable way to accommodate budget-conscious customers.

To maximize the impact of buy now, pay later, consider promoting it as a payment method early in the customer journey, such as on product pages. On average, U.S. small-to-medium-sized businesses see a 6% increase in sales within three months of adding upstream messaging on PayPal Pay Later.²

Problem 4: Unclear shipping costs

Hidden or unclear shipping costs are a major frustration point for online shoppers. No wonder 48% of shoppers cite extra costs, including shipping, as the reason for their cart abandonment.¹

Solution: Offer free shipping

The allure of “free” in free shipping can psychologically outweigh other factors, encouraging customers to complete a purchase they might have otherwise abandoned.

While free shipping may initially seem like a financial burden for a business, it can be offset by increased order volumes and customer retention rates. Learn more about shipping strategies and how to negotiate shipping rates.

Problem 5: Security concerns

In the digital age, trust is a critical component of online transactions. After all, nobody wants their payment information stolen or personal data leaked. Security concerns can quickly deter potential buyers, leading to lost sales.

Solution: Display security assurances

Displaying any security badges and certifications you have helps to assure customers of a safe shopping environment and may boost their confidence in checking out.

Consider:

• SSL certificates. Displaying an SSL certificate ensures customers that their data is encrypted and secure during transmission.
• Payment security badges. Showcasing recognized payment security badges, like those from major credit card companies, instills confidence in the payment process.
• Antivirus software logos. This can reassure customers that your site is regularly scanned and protected against malware.
• Money-back guarantees. Offering money-back guarantees can alleviate concerns about product quality and investment risk.
• Customer reviews. Featuring positive testimonials can validate your site's credibility and the quality of your products.

Problem 6: Inadequate mobile optimization

With an estimated 60% of all e-commerce transactions completed on mobile devices,³ designing a seamless checkout experience across devices is no longer optional, but essential.

Solution: Optimize website design for mobile devices

Create a responsive site design that adapts to various screen sizes, ensuring that navigation is intuitive and content is easily readable without constant zooming and scrolling.

Solution: Enable autofill or express checkout

Autofill and express checkout options allow customers to complete transactions swiftly, with minimal input required. Auto-fill automatically populates fields based on previously entered information, while mobile express checkout reduces the time and effort involved in completing a purchase.

Solving common checkout problems

Navigating the maze of common checkout problems is a rite of passage for any e-commerce business looking to thrive. From simplifying complex forms to optimizing for mobile users, creating a seamless checkout experience can help drive revenue.

Embrace these strategies and consider integrating technologies like PayPal Complete Payments. With PayPal, you can offer a variety of payment methods, ensuring a smooth, secure, and convenient transaction process for every customer, every time.