Creation of online stores and design of ordering pages
Making an order is the last step towards turning an online store visitor into a buyer. And, unfortunately, it often happens that this step is unsuccessful: for one reason or another, the visitor stops the purchase process and leaves the online store, increasing the number of “abandoned” baskets. In this regard, when designing online stores, great attention should be paid to the design of order pages.
The checkout page, called the Checkout Page in English, is one of the most important (if not even the most important) pages in the entire online store. This page completes the purchase process, and, of course, it is especially frustrating to lose an order, and at the same time to make a profit.
If a potential buyer in the online store has already reached the stage of ordering, it means that both the offered goods, the prices for them, and the payment and delivery conditions (provided they are known to visitors in advance) generally suit this user and exit The online store at this stage means mostly one thing – something is wrong in the ordering page itself. But what?
It turns out that there are a number of design principles for ordering pages in online stores, which can lead to the loss of potential customers. For example, the structure and appearance of forms on such pages is very important: the simpler and clearer these forms are, the higher the likelihood that users will complete the purchase process, because so many fields and buttons are so easy to get confused.
Equally important is the sequence of actions taken by the user on the checkout page: the design of this page must be such that the whole process is linear. For example, traditionally online retailers are first asked to enter personal information (first and last name, contact telephone or e-mail), then follow the step of selecting a delivery and payment method, then the order confirmation step and switching to online payment if this is provided.
What else is important to consider when designing online ordering pages? According to research, the following features of these pages may be confusing to potential buyers and prevent them from completing the ordering process quietly:
Layout of forms for entering data in two or more columns. When users see two or more columns for data entry, they have to think whether all of these columns belong to one form or different, whether to fill all columns or only one. As a result, confusion may occur and data will not be entered correctly.
There are additional buttons besides the order confirmation button. Additional buttons can be accepted by users for the main order confirmation button, especially if the buttons are called rather vaguely: “Apply”, “Continue”, “OK”, etc.
Absence of visual attributes that confirm the security of the page. In this case, potential buyers may be afraid to enter their personal information because they do not see the page as secure and secure.
Misunderstood or missing bug reports. If users of the online store do not see or understand why the ordering process was interrupted and what caused the error, they will not be able to enter the required data correctly and complete the order. As a result, users will stop engaging with the site.
Required registration. The need to register to make a purchase at an online store usually causes a deliberate negative attitude on the part of the users, since they are not ready to spend their time on the registration procedure to order only 1 or 2 items. In addition, many Internet users associate registration with a mandatory mailing list from the store and fear that as a result they will receive spam mail.
The design of the ordering page when creating an online store is thus very important. However, of course, other pages of the online store also need attention: if the product page is unattractive and incomprehensible, or if the shopping cart is too confusing, then most of the visitors to the store simply will not arrive before placing the order, which will further reduce the conversion.