Every eCommerce site owner is looking for quick and easy ways to improve
their checkout process and therefore increase their conversion rate. Below I’ve
gathered 4 simple tips for improving your checkout process.
Don’t Require the 3 Digit CVV Code
Yes, you read that right. While it’s important to eliminate as much
fraudulent activity as possible, an online retailer should never do so at the
cost of blocking legitimate orders. There are many reasons requiring a CVV code
can decrease your conversion rate. Some customers are very cautious about giving
this information out for security reasons. In addition, after a card has been
swiped over and over, these codes have a tendency to rub off. Because the bank
does not keep this code on file, the customer will have to wait until they
receive a new card in order to make an online purchase briansclub.cm.
Auto-Detect the Credit Card Type
Many card processors, including Authorize.net don’t require you to have a
credit card type drop down box since the first 4 numbers of the card determine
what type of card it is. Paypal does a nice job of automatically detecting and
showing the credit card type with AJAX. By auto-detecting the card type, you’ll
remove one more potential stumbling block for the customer that forgets to
choose his card type.
Do NOT Default the Credit Card Type
If your site does in fact have a selection for the credit card type, DO NOT
default this option to one of credit card types as many people will not notice
it. I can’t tell you how many times I’ve neglected to change the default option,
and tried to use a MasterCard with the Visa option selected. Customers then
become confused when they receive an error telling them their credit card is
invalid.
Hide Your Navigation during Checkout
Hide both your top and side navigation once the customer has initiated the
checkout in order to prevent distractions. At this point, your goal should be to
finalize the order as soon as possible before the visitor loses interest.