The checkout process is one of my favorite parts of a sales funnel to optimize.
For customers, it’s where the excitement of their purchase is only a few steps away, and for marketers, it’s one last chance to connect with customers before they leave your site.
And through testing with our Research Partners, I’ve discovered a few basic test ideas that can help you achieve some quick lifts while saving your limited resources for testing opportunities that further develop your customer theory while hopefully increasing ROI.
Start with the low-hanging fruit
When you think about your sales funnel holistically, every test opportunity you discover has the potential to increase your ROI, so optimizing the lower-hanging fruit opportunities first can save your testing resources for plugging the bigger leaks in your funnel.
Here are a few suggested quick-win opportunities to implement first:
Test idea #1. Include a cart summary as supporting information throughout the entire checkout flow that includes any relevant information such as price, quantity and any discounts.
Test idea #2. Offer editing tools that let users make changes to their cart throughout the checkout process.
Test idea #3. Use security seals and provide multiple checkout options like PayPal, Google Checkout and Amazon Payments to mitigate elements of user anxiety in your checkout process.