Latest Version of eStoris Focuses on New Checkout Interface

May 12, 2020  by Laurie Northington in Business Strategy, Industry   

The new checkout interface was designed with UI/UX research specifically to maximize online conversion rates. The process is now a single-page, three-step process that eliminates friction. It is critical to remove Buyer Friction to help customers focus on completing their purchase. Spacing, field design, workflow, and copywriting enhancements all considered leading research studies and the shopper’s psychology.

Storis UI/UX Designer, AJ Zichella commented, “this update includes powerful user experience enhancements and conversion tactics to increase revenue while decreasing checkout abandonments. Extensive research and testing were dedicated to the Secure Checkout Plugin to ensure an optimal checkout experience for our retailers and their shoppers.”

A leading research source included the Baymard Institute that “has conducted over 49,000 hours of large-scale eCommerce User Experience research, uncovering what designs cause usability issues and how to create State of the Art eCommerce experiences. Baymard Institute’s research is used by more than 3,000 eCommerce companies, researchers, and UX designers, across 80+ countries, and includes 71% of all Fortune 500 eCommerce companies.”

The Secure Checkout Plugin’s redesign began by cleaning up the navigation options on the checkout page to help customers zero-in on their intended action; completing their purchase. Eliminating the noise of other actions prevents user distraction.

The 2020 Baymard Institute study statistic that “21% of customers abandoned their checkout process due to long or complex processes.” The new eStoris Secure Checkout Plugin’s all-in-one, three-step design easily guides the user through a minimal number of steps to complete their checkout. Fields were also reduced to only what was necessary to facilitate the sale. By containing the process to a single page, the user retains focus to complete the purchase of the items in their shopping cart.

Further, field descriptions were added to provide a logical reason why information is required by the user, such as a phone number to coordinate product delivery. A Baymard survey of 2,800 online shoppers states an astonishing 14% of users will refuse to checkout if a phone number is required, and this descriptive text can positively impact conversion rates.

Lack of process clarity can largely contribute to checkout abandonment. A new Price Total Box provides a comprehensive breakdown of the total price and all contributing line items. This Price Total Box remains sticky during both the desktop and mobile checkouts. If the customer changes the shipping method within the cart, the price will automatically recalculate.

High on the list of reasons for checkout abandonment is that a website requires the customer to create an account to checkout. While preferable, at a 28% checkout abandonment rate, not offering a Guest Checkout can leave money on the table.

Customers with established accounts can save multiple Ship-To addresses and easily change between them within the cart. Retailers can enable their customers to schedule their delivery date after the checkout process giving more control to customers to schedule their delivery and do so without having to make a phone call. The delivery calendar will grey out unavailable dates based on the retailer’s up-to-date Logistical Scheduling calendar. Further, customers can select their preferred store or warehouse location from available options for Buy Online, Pick Up In-Store orders.

As a whole, the Secure Checkout Plugin is optimized for mobile. Page grids, spacing, margins, and touchpoints have been optimized to create an enhanced responsive experience for both desktop and mobile shoppers. The Baymard study shows that “11.6% of users have misinterpreted the Order Review stage as the Order Confirmation page, thus losing those shoppers when only one more click was needed to finish.” To make the review stage more apparent, the Place Order button has become sticky on mobile, prominently displaying to users that there is one last step remaining to complete the purchase.

The eStoris Secure Checkout Plugin continues to uphold PCI-PA-DSS compliance and data encryption to ensure customers have a secure and safe experience when buying from the retailer’s eCommerce website.

Finally, the eStoris Secure Checkout Plugin works seamlessly with Google Analytics Enhanced eCommerce capabilities. This allows retailers to analyze the improvement of their conversion rates and also continue to find areas to optimize to maximize their website’s performance.