Add to cart” – for many online store owners, this is the most desirable action of a site visitor. But in fact, the purchasing process is not limited to this. On the contrary, adding to cart is only the first step towards completing a transaction.
As numerous studies show, visitors abandon their purchase precisely after adding the product to the cart. What is the reason? Why does a potential client never decide to take the next step? And how can you ensure that the purchase process reaches its logical end?
So, here are 7 key principles , following which, the basket of your online store will cease to be the final destination for the visitor.
1 Make the buying process linear
Most online stores leave visitors confused from the shopping cart to the checkout. The user is thrown back and forth, with the result that the only correct way out is to go to another site.
Lead the user to the purchase step by step. The path should be logical and simple.
2 Provide clear instructions about the error
Always mark the fields where the error was made. A person will not fill out the same form several times without understanding what his chinese overseas asia database mistake was. He will simply leave.
The error message should be noticeable, and not displayed somewhere in the corner, which is not even related to the place where the user advantages and disadvantages of nodejs web app development made a mistake. In order to place the necessary emphasis, highlight incorrectly filled fields in red, and write in the line itself (or next to it) what exactly was the mistake.
Make sure your error messages are:
- clear and precise
- noticeable
- are used in the correct context
To prevent users from making mistakes, provide brief hints for each form field.
3 Use specific wording
Clear directions are the key to good conversion. Don’t confuse your users with vague instructions like “Continue”, “Next”, “Back”. Because questions will inevitably arise: “Where does “next” go? What exactly should I “continue”? Where will I end up if I click “back”?”
After all, you can continue shopping (find more dresses, shirts, shoes), or you can place an order (that is, enter your details and wait for the order to be delivered). Be specific! Use unambiguous and clear wording, such as “Place an order”, “Continue shopping”, “Return to cart”.
Particular attention should be paid to the “Apply” button in the application form. Because it confuses users and is confusing. Because it is not at all clear what exactly needs to be applied. In the context of making a purchase, it is absolutely not viable.
4 Use one column
A two-column order form disperses the client’s mobile list attention. Most often, visitors perceive these two columns as completely different forms. As a result, they fill out only the left or right part, or even leave the site altogether.
Keep it simple! Use only one column in your order form – that’s enough.