10 ideas for optimizing your buying move

First of all, let’s get to the basics. What is a shopping funnel? Also called an order tunnel or shopping funnel, it corresponds to the customer’s purchase path, from arrival on the e-commerce site to the act of purchase, or in other words: order confirmation. Here are some valuable tips to reduce friction while shopping and provide a better user experience on your site.

1. Take care of your product sheet: name, description, visual display, CTA…

Basic element: product sheet. To make a purchase, you must absolutely take care of your product sheets upstream: take care of your CTA, think carefully about the title given on the product list, show a clear price, work on the textual description of your products, offer images that stand out products, add security features such as payment terms, customer reviews, product origin, etc. Improving your product listings is already the first step in optimizing your shopping flow, think about it!

10 tips for optimizing product sheets

2. Make it easy to create accounts with a limited number of fields

Are visitors interested in your products? You want to ask them to create an account so you can order. This step is crucial, you must pay special attention to it. They need to be fast, otherwise they won’t hesitate to leave your site to order on another site or in the market. As a first step, you can analyze the page of the registration form and try to reduce the number of fields present as much as possible. The fewer form fields, the faster the account creation, which your visitors expect. Another option: you can also offer a quick connection via an existing account: Google, Apple, Facebook or Twitter. This type of login is popular among users because they do not have to re-enter all their data and can order faster.

3. Enable shopping without creating an account

Another very interesting option: you offer your visitors the opportunity to purchase products without the need to create an account. Even as e-merchants are increasingly simplifying account creation, some cyber shoppers still perceive account creation as a truly restrictive step and may not confirm their purchase due to this obligation. If you have an e-commerce website, it is in your best interest to offer your visitors the option to purchase without creating an account.

4. Show delivery and payment details in advance

A visitor clicks on the CTA “add to cart” on the product list to order? Nothing has been won, this is just the beginning! Please note that visitors need to be reassured before confirming their order. It is therefore wise to display delivery information as soon as possible in the order tunnel (delivery methods, estimated delivery date, etc.), but also the payment solutions offered (credit cards, PayPal, etc.). ). When it comes to payments, it is also important to emphasize (explicitly) that payments are secure on your website.

5. Remove any obstructions in the control tunnel

During the order (after the visitor clicks on “order”), it is in your best interest to remove items that may interfere with the purchase process. For example, you can remove the header from the main menu at this stage to prevent a visitor from going to other pages of the website instead of finalizing their order. At this stage, you can also simplify the existing footer, leaving only the options that seem important to you: return to the store, you need help, Terms and Conditions, legal notices, etc.

6. Show the different stages of the purchase flow at the top of the screen

To guide your visitors, don’t hesitate to display a bread crumb dedicated to the order tunnel at the top of the order tunnel. This offers the ability to view all the steps of ordering and allows visitors to understand where they are in the buying process. Tip: If possible, remember to make each step shown clickable so that your visitors can quickly return to the previous step, with a single click.

7. Convince consumers on the payment page

It is important to give visitors confidence in the page dedicated to payment because this is the moment when they have to give their bank details. Therefore, it is important to remember that payment is secure, you can especially add locked padlock icons to express the security of transactions. You can also add icons for different payment solutions to allow visitors to quickly see their usual means of payment: Mastercard, Visa, PayPal, etc. You can also add a link to the footer of your Terms and Conditions to give consumers a chance to learn more about paying through your site and reassure them.

8. Improve the loading speed of your web pages

If the page takes too long to load, it can be a big hurdle. Visitors would rather leave the page than wait for it to load. Therefore, you should also think about optimizing the loading of your pages throughout the website. To improve the loading speed of your web pages, you can rely on web performance tools such as Page Speed ​​Insights or GTmetrix.

9. Make sure your mobile phone charge works

Too often forgotten: mobile navigation. Keep in mind that you can also convert via mobile phone, so it is important to test your shopping tunnel on a mobile device to make sure everything is working properly on this medium, in responsive mode. All elements must be displayed correctly (for example, without overlapping) and must be clicked without problems (especially your CTA!). You need to make sure that navigating the order tunnel is easy on your mobile as well as on your desktop.

10. Use the heat map tool to better understand your visitors

Do you know the solutions for heat maps? These tools allow you to analyze the navigation and clicks of users on the web pages of your purchase flow, via heat maps. By analyzing the travel of your customers on your website, you will be able to learn from it: understand the elements that attract their attention and those that do not work, identify friction points at each stage of your flow control and thus implement the necessary settings. Tools like Hotjar, Smartlook or Mouseflow have a free version that allows you to test heat maps on your website. It’s your turn!

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