11 Ways You Can Improve Your Checkout Process and Increase Sales

What is one thing I can add to my online purchasing/checkout process that will increase sales?

The Young Entrepreneur Council (YEC) is an invite-only organization comprised of the world’s most promising young entrepreneurs. In partnership with Citi, YEC recently launched StartupCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses.

1. Use an EV SSL Certificate on Your Domain

Joshua DorkinOne of the things that customers look for when buying from a website is security. An EV SSL Certificate is a great way to reassure them. Not only does the customer get some piece of mind that the transaction is secure, but an EV cert shows the user in the browser bar that the company they are buying from has been vetted and exists as a legitimate business.

– Joshua DorkinBiggerPockets

2. Provide Additional Products

Marjorie AdamsProvide smaller, additional products that keep people coming back. On our POSWarehouse website, we added receipt paper and labels as products to purchase. Not only does it increase the original sale, but it keeps them needing to come back for replenishing.

– Marjorie AdamsFourlane

3. Shorten Your Checkout Process

Arian RadmandInstead of looking for things to add to your checkout process, I think it makes more sense to look for things to remove. Make your checkout process as simple and quick as possible. Users want to feel safe and secure, so design your checkout to look professional and trustworthy and then concentrate on allowing users to get through as quickly and painlessly as possible.

– Arian RadmandCoachUp

4. Add a Chat Function

Aaron SchwartzWe added chat throughout our site last year. We expected that we would get requests from folks during the entire shopping experience, but we saw a surprisingly high amount of people who had questions during checkout. Some asked about shipping rates, while others asked about their product selection. We were able to facilitate sales and even make recommendations that increased the final purchase.

– Aaron SchwartzModify Watches

5. Recommend Items Based on Known Data

Dalip JaggiUnderstanding your clientele purchasing decisions and patterns will help you build your system to act smarter. At the checkout process, the system will know current desired items, review customer’s past purchases and define the most viewed products. Your system will be data-driven, which will allow your cart to provide product recommendations that are catered to the customer’s needs and patterns.

– Dalip JaggiDevise Interactive

6. Provide Reassurance

Robert de Los SantosAdding links to your return/cancellation policy and product or service guarantees on the checkout page provides transparency and gives customers more confidence that they are making a smart purchasing decision. Of course, you don’t want to take users away from the checkout process, so try using pop-ups rather than links that lead to a different page on your site.

– Robert De Los SantosSky High Party Rentals

7. Reinforce the Value Proposition

Mattan GriffelIt’s a really good idea to reiterate your product’s value proposition on the checkout page. The checkout page is one place where a lot of people get cold feet and decide to abandon their purchase. Reminding your potential customers of the reasons why they decide to click “buy” will reduce cart abandonment. If you can, collect an email in advance so you can email them as well if they abandon.

– Mattan GriffelOne Month

8. Include a Count-Down Clock

Randy RayessWhen a user adds an item to the shopping cart they should have a count-down clock that tells them how much time that item will be reserved for, usually around five to 10 minutes. As they see the time remaining decrease, they are more likely to make a decision instead of waiting.

– Randy RayessVenturePact

9. Make Sure You Have Default Values For Any Options

Adam RoozenMany checkout features are now common. Progress bars, instructions, line items costs, etc. are all table stakes and should be a part of your process already. More and more, companies are adding optional benefits to purchasers in an effort to differentiate from competitors. When doing this, it’s critical that you start the form field on a default value, not “choose an option.”

– Adam RoozenEchidna, Inc.

10. Add a First-Time User Promo Code

Miles JenningsAs an individual who frequently shops online, it would be impressive to see a first time-user/first-time check out promo code offer. When a first-time buyer is checking out, they would be provided with a promo code for a discount for future use. This would not only push them to come back to the site, but would also generate word of mouth advertising among their peers.

– Miles JenningsRecruiter.com

11. Feature Relatable Past Client References

Pratham MittalHaving concise testimonials that are relevant to the buyer can help with faster decision making. For example, if someone is buying a book, then showing a testimonial from someone who previously bought the same book can go a lot further than showing a generic testimonial. Many psychological studies have proven that social proof can provide the much needed push when people are on the edge.

– Pratham MittalVenturePact

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About Young Entrepreneur Council

The Young Entrepreneur Council (YEC) is an invite-only organization comprised of the world's most promising young entrepreneurs. In partnership with Citi, YEC recently launched BusinessCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses.