As the holiday rush nears, capturing every sale becomes crucial, and Amazon Pay is the tool to make it happen. By simplifying the checkout experience with pre-filled details from shoppers' Amazon accounts, Amazon Pay removes the roadblocks that lead to cart abandonment. Its streamlined process doesn’t just quicken transactions; it boosts conversions, ensuring more of your shoppers reach checkout completion effortlessly.
Overview
Is a complex checkout process impacting your sales?
Uncompleted shopping carts represent untapped revenue potential, resulting in significant losses for your business. The global cart abandonment rate is currently at 79.19% [1]. Shoppers often cite the need for account creation or an overly complicated checkout process as primary reasons for abandoning their carts. In an evolving ecommerce landscape, customers increasingly desire a shopping experience that is swift, straightforward, and secure. Don't allow a subpar checkout experience to cost you valuable sales this holiday season. Continue reading to discover effective strategies for reducing cart abandonment and increasing conversions on your Shopware store.
Key insights on checkout usability
The Baymard Institute, a research organization dedicated to ecommerce usability, conducted a study aimed at improving the shopper experience, sponsored by Amazon Pay. Their research uncovered several key insights into how consumers navigate online checkout systems. A notable observation was that many online shoppers perceive their name as a singular unit. In fact, 42% of study participants initially entered their full name into the "First Name" field, only realizing the error when they encountered the separate "Middle" and "Last Name" fields. This seemingly minor mistake can create unnecessary friction in the checkout process, forcing shoppers to go back and correct their entries.
This issue is exacerbated on mobile devices, where shoppers may have to entirely re-enter, delete, or copy-paste their name to fill in the correct fields. The Baymard Institute suggests a simple yet effective solution – implement a single "Full Name" field instead. This adjustment simplifies the checkout process and minimizes potential disruptions caused by overly detailed name requirements. Including titles, suffixes, and other optional elements can also complicate the checkout experience, as shoppers must assess the necessity of each piece of information.
Enhancing the checkout experience
Allowing shoppers to edit their form data during the review step can create unnecessary friction, especially when they are redirected within the checkout process. Those who are sent back must determine their previous location, locate the relevant field, modify the information, and return to the review stage. This process is inefficient and can lead to errors. The recommendation is to keep shoppers on the review page to make edits using in-line editing or a page overlay. With in-line editing, you can offer prefilled form fields or convert static information into prefilled forms upon clicking "Edit." Page overlays work best for semantic groups of information that comprise multiple fields or may affect other order details.
Mitigating guest checkout friction
While some shoppers abandon their carts because they are required to create an account, many appreciate optional account creation. Provide this option to those who desire it without interrupting the experience for those who do not. Additional options in the guest checkout process can negatively impact user experience (UX). Even optional fields can distract shoppers from completing their orders. Delaying the account creation prompt until after checkout is a more effective strategy, as it keeps customers focused on finalizing their purchase, typically requires only a password creation, and allows room for promoting the benefits of having an account during confirmation. It’s also essential to notify guest shoppers at the beginning of the checkout process that they can opt to create an account during confirmation.
Speeding up the checkout flow increases the likelihood that customers will complete their purchases. By ensuring your checkout experience is quick, simple, and secure, you minimize the time required for transactions. By eliminating distractions and reducing friction, you enhance the chances that shoppers will complete their orders.
How can Amazon Pay assist?
Amazon Pay offers a streamlined checkout experience that effectively mitigates many of the issues discussed in this article. With the ability for customers to complete transactions in just three clicks using their pre-existing Amazon account information, Amazon Pay significantly shortens the time and steps required to make a purchase. This simplification directly correlates with improved conversion rates. Studies show that integrating Amazon Pay can lead to conversion rates that are up to 35% [2] higher compared to traditional merchant checkout methods. By enhancing your checkout process and capitalizing on the trust associated with the Amazon brand, incorporating Amazon Pay can be a valuable strategy for decreasing cart abandonment and increasing sales for your ecommerce business. To get started, simply download Amazon Pay for your Shopware store and finalize your registration on the Amazon Pay website.
Don't allow cart abandonment to undermine your holiday sales – take action now to prepare your Shopware store for success.
[1] Baymard Institute. „Shoppping Cart Abandonment Rate Statistics“. Baymard Institute, www.baymard.com/lists/cart-abandonment-rate.
[2] Comscore custom study for Amazon Pay comparing conversion rates between Amazon Pay and native merchant checkouts in the U.S. over a 6-month period from October 2021 – March 2022, n=40.
