You've successfully drawn customers to your Shopify store, and they've expressed interest by adding items to their shopping cart. And yet, a customer drops at the checkout stage due to a non-optimized, generic checkout, resulting in lost sales — a situation no Shopify store owner wants to encounter.
The average cart abandonment rate is around 70%. Earlier you couldn’t do much about it, but with Shopify's shift from checkout liquid to checkout extensions for plus customers, you can now fully customize your checkout experience. You can add custom content and custom fields that will not only tackle abandoned checkouts but also boost your store's conversion rates.
In this article, we'll explore how Shopify Plus customers can optimize their Shopify checkout through custom content and branding for a smoother, customer-centric, and more profitable checkout experience. Plus, we'll provide examples from actual Shopify stores to show these strategies in action.
Have a Consistent Checkout Branding
If you've been managing your Shopify store for a long time, you must have a defined set of colors and a style guide that represents your brand. But why is your checkout still bland? It’s the most crucial part of your customer's journey, it should be aligned with your brand.
A generic checkout can be off-putting to customers. It's not just about looking good; a branded checkout reinforces your brand identity and builds trust with customers buying from you for the first time. The consistent experience leads to higher sales conversions and fewer abandoned shopping carts.
There are many ways to customize your checkout. You can add a banner, tweak the style of your buttons, or change the checkout's color scheme to match your brand.
Just take a look at a standard Shopify checkout vs a customized shopify checkout of our customer, Legacy Toys. The customized one is engaging and reassuring to shoppers, which encourages them to complete their purchases. Additionally, with a customized checkout, you have the opportunity to include elements like upselling, which isn't possible with the standard checkout.
Add Social Proof On Your Checkout
First-time customers always need an extra push to be confident about their purchases. Maintaining a consistent brand experience is a good start, but adding social proof is an effective nudge for them to finalize their order.
As social proof, you can show:
- Customer Reviews: Showing what others think of your product increases the perceived quality and value of your products. Ultimately, helping you get that sale.
- Trust Badges and Security Certificates: Showcasing security badges or SSL certificates can reassure customers that their transactions are secure.
Let’s look at a customized Shopify checkout from GAALA to better understand. They've strategically shown their top review during the checkout process, reinforcing the customer's confidence in their brand. This easy yet impactful tactic pushes customers to complete their purchase. Adding this kind of customer feedback is not only about building trust—it's a smart move for more sales in your Shopify store.
Highlight Your Values
Showcasing your brand’s values can sway customer decisions at checkout. A “100% Organic” banner can reassure customers and increase purchases, while a “100% Eco-Friendly” tag can appeal to the eco-conscious. So, it’s great to have a banner highlighting these values to let customers know – why they should buy from you?
For example, Pura Vida Bracelets goes beyond just informing customers of their eco-friendly practices; they also show a smiling sunny face to add a touch of positivity and mention free stickers. This banner has a little something for every customer during the checkout.
Moreover, if your brand supports a social cause, make this clear during the checkout process to help increase sales. You can also provide an option for customers to donate themselves. This will make it easier for your customers to connect and be part of your brand’s mission.
Leverage Checkout Custom Fields
At checkout, consider adding custom fields to collect additional details from your customers. For instance, a date picker can capture birthdays, letting you send personalized birthday offers. At the same time, you get to know more about your customer demographics which will help you better market your products.
It's not limited to birthdays, though. Customize your checkout further with:
- Text fields for customer notes.
- Checkboxes for additional options.
- Dropdown menus for a variety of choices.
Take our customer, Honey Bug as an example. They've used custom fields to introduce a gift message option at checkout - a feature especially useful during peak seasons like BFCM. Not only does it improve the gifting experience but also helps in collecting recipient emails, which can expand your customer base through word-of-mouth.
Make Your Checkout Transparent With Order Notes
Placing the right note on your checkout is a sure way to reduce the uncertainty of the customer and increase conversion. Like, consider adding a small FAQ on shipping during checkout to clarify delivery details, advantages, and associated risks. This transparent communication builds trust, diminishes customer doubts, and can lead to higher conversion rates.
Further, add any relevant notes that eliminate confusion for the customer or provide value. Like, you can also add a discount banner to let customers know about any discounts going on.
For a practical example, look at Vyno. They've added a reassuring note at their checkout that encourages customers to reach out and reduce abandoned checkout. They also have a trust badge that promises secure payments, and clear delivery timelines to keep everything transparent.
Final Checkout Tip
While we've showcased many strategies to better your checkout experience, remember, that there's no need to apply every suggestion. The key is selecting what resonates with your brand and audience. If pinpointing those elements seems daunting, we're here to guide you. Book a demo here.
And a timely reminder - 13th, August 2024 is the last day to transition from checkout.liquid to checkout.extensions. If you're still not migrated, let us help you. We can help you migrate and build a checkout that not only converts but also reflects your brand's unique appeal.