The checkout process can make or break a purchase.
Customers expect to see a clear and intuitive purchase summary that includes shipping information, delivery scheduling, promotions, payment options, and final order review. A miss at any of these can lead to an abandoned cart and a lost sale.
In the 4th quarter of 2022, abandoned cart rates in the United States were 72% for desktop users and 84% for mobile users. These statistics highlight how important it is to optimize the checkout experience on your furniture ecommerce website.
Some of the issues leading to an abandoned cart are slow cart loading and other technical issues, a complex process, unexpected charges such as delivery fees, and limited payment options.
Let’s take a look at seven ways to avoid those issues and optimize your ecommerce checkout process for sales conversions.
Mobile ecommerce, also known as mcommerce, is increasing. In 2022, 42% of all ecommerce purchases were made on a mobile device. This means that, now more than ever, your website needs to display consistently across all devices from desktops to mobile phones and tablets. Known as responsive web design, this practice is perhaps more critical during the checkout process.
At the end of the purchase process, checkout influences brand perception while driving revenue. Failing to optimally display checkout screens on mobile devices can leave your customer feeling frustrated and potentially lead to abandoned carts.
Unexpected costs are the most common reason shoppers abandon their online shopping carts. Customers need to know what they are purchasing and any additional fees associated with the purchase. A prominent order summary needs to include the subtotal, promotions and discounts, shipping costs, tax, and any other fees associated with the order to avoid confusion.
In addition, order details need to be unified with in-store efforts for consistency, including availability, financing, warranties, add-ons, shipping, and any other fees or options. This prevents customer frustration arising from differences between your online and in-store operations. The only exception would be if you are running an online-only or in-store-only promotion, in which case that information should be clearly stated.
Long checkout processes also contribute to cart abandonment, so streamlining the process is critical. Resist the temptation to collect large amounts of customer data; instead, include only fields that are necessary to complete the purchase.
Although it may seem that adding content to the checkout page would improve the process, the opposite is true. Entering the checkout process means the individual is no longer a shopper but a buyer, and you no longer need to “sell” to them. When you remove information unrelated to the purchase process, you eliminate sources of distraction and enhance customer experience. This includes removing the standard header, menu links, and search bar which are designed to encourage shopping instead of buying.
As your customer navigates through their purchase, they may need to change their information or add new details. This ability should be clearly labeled so they can easily modify options such as changing a pickup order to delivery or adding a new delivery address.
Your customers may also want to know how long it will take them to complete the checkout process upfront. By incorporating a progress bar, you lower the risk of cart abandonment as your customers will understand just how close they are to the finish line.
Your furniture ecommerce website checkout process should include all of the ways your customers can get their purchases, such as shipping through contracted carriers, local delivery, and pickup.
The best ecommerce platform for furniture will allow you to add local delivery options and availability based on geolocation and your unique business rules. The customer should be able to select a date from an accurate schedule which is then updated in real time to avoid double-booking.
Ecommerce shoppers like options, and offering different ways your customers can pay is essential. Successful furniture ecommerce businesses recognize that consumer financing options improve retail profitability and will include many different payment options.
Traditional credit card payments, PayPal, store cards, and gift card payments are seen across many traditional platforms, but a furniture ecommerce website needs to include other types of payment as well as the ability to split payments between different payment types.
Vendor financing options are frequently offered by furniture retailers, and lease-to-own is a rising trend. Other considerations include quick-pay vendors and the ability to waterfall payment to secondary or tertiary options.
The final step customers expect prior to completing a purchase is to review the order details. This gives them full transparency and allows them to double-check all order details prior to finalizing the order as well as edit any fields they might need to change.
An effective omnichannel furniture ecommerce strategy includes customizing and optimizing your website from design and merchandising to user experience and checkout. You first need to identify the needs of your customers, set goals and think ahead, and address all shopping channels before you improve your website. Then you can begin engaging with customers, sharing relevant recommendations, and increasing your revenue.
Learn best practices for the full strategy creation process. Read our guide and Develop Your Strategy for Today's Omnichannel Ecommerce World.