Checklist "Optimize checkout process steps" – free download

According to several studies, the reasons why e-commerce customers abandon the purchasing process before completing checkout have largely remained unchanged for years now. In descending order of importance, they are:

• The shipping costs are too high.
• Their preferred payment method is not offered.
• The delivery times are too long.
• Too much information is required for the order.
• Important information is not provided.
• Creating a customer account is laborious, but required.
• The design is overloaded and the checkout is not designed to be user friendly.

The devastating result: Customers are frustrated with the negative UX, abandon the purchasing process, occasionally leave a bad review of the store or at least do not recommend it to others, the store's conversion rate declines in a number of ways and with lasting effect. A real dilemma, but one that’s actually just as unnecessary as it is incomprehensible – e-commerce business owners can fix all of the above problems relatively easily by implementing simple measures to optimize the checkout process.

Often what is ultimately missing is just the ability to take the customer's perspective and objectively judge the store’s useability from the customer's point of view. All too often, e-commerce business operators view the checkout area as an opportunity to bombard users with all kinds of marketing and customer-retention measures. Our checklist is intended to help you, as an online store operator, to take a closer look at the elements that customers to your shop have to deal with on a daily basis.

Our "Optimize checkout process steps" checklist contains a total of 99 criteria to help you systematically analyze your online store. It will also help you take the customers’ perspective and consider their needs. The checklist offers suggestions for optimization in the following areas:

• Shortening the checkout process
• Partitioning and simplifying navigation
• Optimizing forms
• Product views in the checkout area
• Shipping information
• Payment information
• Offering transparency and creating trust
• Optimizing your online store for mobile use
• Creating customer accounts

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