There is this constant, crazy race for conversions and sales, and the starting point is always the checkout page. There may be many voices that would turn up the volume just to contradict this idea as loudly as possible, saying that there are other things that matter before you get to the checkout page.

This may be true, but if you think about it, every success story begins with the end (just remember Star Wars or Forrest Gump). It’s true that effort and hard work should be visible in every detail that defines your website, but really, it all comes down to the checkout page. Why? Well, because this is where the magic happens. This is where quick transactions need to happen to have conversions and sales. Now, I think we can all agree that not all magic shows are impressive. And do you know what makes the difference between pulling a rabbit out of a hat and Harry Potter? The background, the story that wraps the magic and presents it to you. That’s what your checkout page should represent.

It is the design of the cart, the security elements, the continuous branding of your business, the up-selling and cross-selling of your products, a catalog of elements that manages to convert window dressers into true recurring customers. This is quite an achievement, so it is crucial to treat your checkout design page with the utmost care. Like everything else in the online marketplace, it’s all about the customer. So, before we jump right into the checkout page story, remember this: your customer matters and is your main focus, from the moment you say hello until you finish with thank you!

Little patience
One of the biggest challenges facing the modern salesperson is a customer who is out of patience. Before the craze, people shopped to relax. Today, it almost feels like shopping is causing them stress and nervousness.

So what do you do if you have a long list of products? Your customers are already exhausted from analyzing your products and deciding what to buy. So, in the most important part of your sales process, the one where the sale really should take place, you have to deal with grumpy, tired, bored customers, who just want to get this over with and enjoy the product. . Because of the audience you’re targeting, you need to act fast.

Complete the process before they change their mind and give up on the entire purchase. You have to add distractions as well. Lack of patience has to be added to the various continual distractions your customers are exposed to. Anything can happen while they shop on your page. For example, the entire transaction could happen during their lunch break, when a friend interrupts them, so their attention is no longer focused on your page. You may already be bored with this long speech, wondering what is the element that can change the numbers in your favor. Reduce everything, shorten the number of fields your customer has to fill out. For example, you can add Google’s Geolocation API to quickly identify the address, so your client doesn’t have to do the work themselves. Not that we want to stress the importance of this issue, but you’d like to know that according to the Failed Delivery Address Report1, 61% of customers would abandon their cart if they had trouble entering their shipping address details. That’s more than half of their customers! So keep it simple and win customers.

And here’s another thought! This may sound strange, but do you remember those black and white movies, where inmates counted down the time remaining in jail by drawing groups of 5 sticks on the walls of their cells, crossing them, group by group, as the days went by? This made them feel more optimistic about the time they had left inside. Strange comparison, I know. But think about it. Having a way to check progress, such as verification signs letting the customer know how much of the process is left, would be like seeing the light at the end of the tunnel. It is very important to have at hand this psychological tool that calms the mind of the agitated client.

1Management Report, Repair Failed Deliveries.

security suspect
Now this is serious business (not that the rest of them weren’t). Security is paramount today and if you don’t believe us, ask the EU about GDPR. Though we’re pretty sure you’re familiar with it. The checkout page has a strong connection to the idea of ​​security, because this is where the big trade is being made. Therefore, you must work very hard to get the safe choice award in the eyes of your customers. Badges that reinforce the idea that your business is safe and that you are a reliable partner, respecting all regulations and safety standards are more than welcome.

To be honest with you, this is an effort that should be visible all over your website, but the big push should come here, to have that grand finale. Also, it wouldn’t hurt to include your contact information in the checkout page layout (it’s really required, but we’re just being polite). Clients need to know that you are always available, no matter what. This strengthens the idea that you are a safe company. Also, when adding contact details, be sure to offer multiple options for customers to reach you if they need help.

Comfortable shopping sprees – short-term amnesia
Have you ever found yourself in that awkward situation where you weren’t sure if the product you had in your cart was really the one you wanted? You could see the package perfectly in your mind, but it was absolutely impossible for you to remember the name. It is something common among customers, so learning from your own experience is essential when designing the payment page.

Thumbnails of your purchases are always a good idea, because they prevent customers from hitting the back button to jog their memory. The problem is that you can lose them in this matter, so you better not try it. Now, if you’re going to use thumbnails in your checkout page layout, why not have an order summary as well? This is a double win element, because you reinforce the order placed by your customer and earn points for security. Then why not?

Also, to give your customer a peace of mind when looking at your payment methods, make sure you have multiple options, not just one. It is the pressure from your competitors that makes you dive into the sea of ​​payment options, but it is also the convenience of your customer that should motivate you. It’s hard work, we know, but it’s worth it. Literally.

Something for us sellers
Now, we’re doing everything we can to make sure customers are having the time of their lives at checkout with nothing to disturb their newfound peace of mind and appetite for purchases. Sure, we have a lot to gain from this attitude. But we can do better than this. We can take advantage of their presence on our payment page and make them more familiar with our portfolio. Do you recognize the address?

This is a great time to cross-sell and up-sell, if done right. What does this mean? Well, you need to create a little magic. Since not even Dumbledore’s wand is powerful enough to create magic in the B2B world, given its competitiveness, you might want to try a discount and persuasive copy. Together these two can really pull the rabbit out of the hat.