In the study conducted on the above, test subjects misinterpreted “Apply” as the form submission button, not a button for selecting shipping options. This confusion kept them from completing a purchase.
With so much riding on the checkout, it’s important to push your button copy so it’s not just placeholder text but truly meaningful and helpful to your user.
In a test I described here, Gumballs.com saw a 20 percent increase in paid conversions when they switched their checkout button copy from “Proceed to Checkout” to “I’m Ready to Checkout”:
For best results:
- Stick with one button per page of your cart (plus a PayPal button on the payment page)
- Optimize the Helsinki out of that one button
- Turn all other buttons into text links that can’t be mistaken for actions that will move a user forward in your checkout
6. High-converting checkouts reassure prospects all the way to the last step
Neil Patel’s “Quick Sprout Traffic U” is designed to reassure prospects in those critical final moments of closing:
Neil’s designer positioned two important assurances — security and a money-back guarantee — near the critical credit card fields.
Studies have shown that website users, especially non-technical users, are generally not concerned about security until the moment they’re about to enter their credit card details. (In fact, this study showed that removing security icons earlier in an experience actually boosted opt-ins, but I digress.)
So positioning the McAfee Secure logo next to the credit card fields can give users the extra assurance they need at an important moment.
Now for the interesting part:
Check out the photo of Neil Patel and the quote beside it. For prospective customers of Traffic U, Neil Patel is a major draw. He’s the expert everyone would love to hire but can’t afford. So using his photo, complete with his stamp of approval, may be the last nudge a prospect needs to transform into a customer.
7. High-converting checkouts stay in a prospect’s head from start to finish
Conversion happens in our heads.
Your checkout’s role is simply to facilitate conversion by making it extremely easy and desirable for your prospect to buy.
Never forget to keep the ultimate goal — acquiring the solution to one’s pain — front and center.
Vistaprint does this well in the earliest parts of their checkout, where they show large product shots:
Vistaprint Step 1:
Vistaprint Step 2:
Your visitors need to be reminded of the solution they’re about to purchase — and the value associated with it — throughout your checkout, not just when they enter the cart.
But we rarely do this. Hell, we rarely optimize our carts at all!
This is because we’re so often restricted by the pre-fab layouts of our checkout, we don’t have the room to continue messaging our value proposition, incentives, and anxiety-reducers / reassurances, like social proof.
We forget that persuasion doesn’t stop when someone clicks “Add to Cart,” and we tell ourselves that A/B testing in our cart is too hard.
But if you haven’t yet been convinced that it’s time to optimize your checkout experience, here’s one last data point for you …
With a redesigned checkout page, shown below, one company was able to decrease abandonment from 80 percent … to a mere 54 percent.
In other words: They brought their cart abandonment from 10 percent above industry average to 15 percent below the average!
Of those seven secrets, which one will you test in your cart to lower abandonment — and increase conversions — today?
We’re ecstatic that Joanna will be speaking at our content marketing and networking event — Authority Intensive — taking place May 7-9, 2014, in Denver, Colorado. The show is sold out, but stay tuned for details on next year’s Authority Intensive.
About the Author: Joanna Wiebe is a conversion copywriter and the founder of Copy Hackers, where startups and marketers learn to convert like mofos. You should get her free 4-part course on copywriting fundamentals by signing up here and follow her on Twitter to stay in constant supply of conversion-boosting copywriting techniques.