As the trend towards shopping online gains more and more momentum, it is becoming increasingly important to understand the factors that combine to secure or destroy transactions in the eyes of the consumer.
The infographic below produced by vouchercloud and endorsed by TechBuzzes highlights the psychological motivations underlying customers’ behaviours throughout the ecommerce checkout process.
In terms of site design, it is imperative that the layout is kept simple, with ample and easily digested information at the customer’s disposal. In fact, 92.6% of customers cited that visuals are the top influencing factor in deciding whether to commit to a purchase. These visuals cues include product images with multiple angles, demonstrative videos and customer testimonials.
In the checkout, these design factors include clear calls to action, a maximum 5-step checkout process and the ability to see how far through the checkout the customer has progressed.
Keeping these factors in mind when designing the format of an ecommerce checkout can assist e-tailers in lowering the 67.4% cart abandonment figure. Additionally, being transparent about freight and additional charges as well as considering a guest checkout option and discount offers can have considerable influence in transaction completion.
