Starting with 100, how many complete your checkout?

We've crunched the numbers and analysed what a hypothetical 100 shoppers would do if they found their way into your online checkout.

Starting with 100, how many complete your checkout?

100 shoppers

enter your online checkout

Often retailers focus on the more glamorous jobs of making their homepages look pretty and creating elaborate marketing campaigns. The checkout is often neglected. But we've found that focusing on the checkout gives your business the most significant boost for the least amount of effort.

The reason why the checkout is so crucial is because the shopper has shown intent to buy. While many people may browse several websites looking for products they want, if a shopper has put the item in the basket, it means they are interested and have already considered purchasing.

Lets see how many of our 100 shoppers make it to a purchase.

-23 due to shipping costs

77 remaining

By far the most significant cause of lost revenue at the checkout are hidden charges, the most common of those being delivery costs. Free shipping does not work for all brands. After all, you need to think of the financial implications. But there are several tactical options you can implement to persuade those 23 people to complete the payment.

  1. Be transparent with your pricing before a customer gets to the checkout.
  2. Build your shipping costs into the price.
  3. Incentivise free shipping over a certain purchase amount.
  4. Provide a pick-up in-store option for more thrifty shoppers.
  5. Free shipping promotions around sales seasons.

-12 didn’t have an account

65 remaining

Yes, harvesting data for your CRM is important, but so are immediate sales. Your priority should be getting customers to click your ‘Pay now’ button. If shoppers don’t want to create an account, don’t force them. Provide a guest checkout option and focus your attention on building a long-term relationship after they have made the purchase.

-11 due to the wait

54 remaining

We live in an impatient age with customer experience standards being led by the same-day delivery phenomenon of Noon and Amazon. Same-day delivery is unrealistic for most brands, but any more than 48 hours and the shopper realistically could have gone to the store and collected themselves. Follow these steps to manage your customer’s expectations and stop those 11 shoppers from quitting your checkout.

  1. Be transparent and realistic with shipping times
  2. Provide a paid faster delivery option for those willing to pay for it
  3. Offer order tracking to manage expectations

-9 had payment issues

45 remaining

This is one that we know a bit about at Tabby. Getting the most out of your payment options comes down to three variables.

  1. Offering the payment option that your customer has.
  2. Having the payment option with the customers card details saved.
  3. Ensuring your shoppers trust the payment gateways provided.

An easy way to optimise all three of these is to put Tabby, the largest and most trusted BNPL provider in the Middle East, as a payment option.

-8 got checkout frustration

37 remaining

This is obvious but important. Only ask for the details you absolutely need for the purchase. At Tabby, we advocate the one-page checkout model, but you could also put a handy progress bar to manage your shoppers' expectations and let them know that the end is in sight. Follow these tips to streamline your checkout process.

  1. Auto-populate the billing address with the delivery address
  2. Remove distractions such as newsletter signup links and social icons
  3. Include only 12-14 form elements
  4. Use a progress bar and clear 'next' buttons if your checkout is more than one page.

-7 had no discount code

30 remaining

The rise of coupon sites and discount brands aids this trend. Hands up if you Google ‘[BRAND] discount code’ and unsuccessfully try a handful of combinations before committing to paying full price? Having a discount field available to fill in insinuates that your customers can somehow get a better deal. You can always hide the discount field under a drop down if necessary.

30 shoppers completed the checkout and paid

Congratulations! From 100 customers who tried to buy your product, 30 have remained and stuck with you through to the end. This is an optimistic prediction. Industries such as fashion and beauty tend to be much more challenging.

At no other point in your buyer journey will you have 100 customers in the palm of your hand waiting to make a purchase. Make the most of it, and implement some simple changes to see that number climb from 30 to 40 to even 50.