Newsletter #23 - Boost your checkout process with these 10 killer tips 💸

Hi there!

‍

‍

Have you ever heard of the Buy on Google feature?

‍

‍

It's only available in the US, and it allows users to purchase products directly from search results, bypassing the merchant's site.

‍

‍

It will, however, be discontinued in September 2023.

‍

‍

Instead, Google announced a feature more focused on the checkout experience.

‍

‍

The user will be able to directly access the brand's payment page, without going through an endless journey 👋🏻

‍

‍

If the no.1 search engine decides to bet everything on the personalised payment experience, it's definitely worth taking an interest.

‍

‍

So, for this last newsletter before the start of the academic year, I'd like to share with you 10 tips to optimise your checkout.

‍

‍

Bonus: At the end of this email, I've added 4 marketing trends to follow this summer!

‍

‍

10 tips for an optimal checkout experience 💰

‍

1. Think mobile first 📱

‍

More than 57% of buyers place orders from their phones every week, and nearly half of users compare prices on mobile.

‍

To limit the risk of cart abandonment, make sure the navigation, the input of information, and the payment process itself aren't complicated and tedious.

‍

‍

‍2. Be transparent 💸‍

‍

Hidden costs are one of the leading causes of cart abandonment: 61% of online shoppers have already given up a purchase because of additional fees.

‍

Ensure all additional costs, such as shipping fees, customs, or taxes, are visible in your checkout!

‍

3. Use a progress bar 🔄

You wouldn't start a journey without knowing how long it will take, right? The same principle applies to your users.

‍

Adding a progress bar to your checkout process gives your prospects a clear view of the buying journey and a feeling of control.progress bar to your checkout process, you give your prospects a clear view of the buying journey and a feeling of control.

‍

This significantly reduces their uncertainty and encourages them to finalise their transaction.‍

‍

‍

_{💙 Bigblue Tips
Add a progress bar in your tracking experience like Unbottled to eliminate friction and delight your customers!
‍
‍Discover the Tracking Page 🚀}

‍

‍

4. Offer multiple payment options 🎯

‍

9% of online shoppers will abandon their cart if their preferred payment option isn't available.

‍

Make sure to offer multiple payment options to meet your customers' preferences.

‍

‍

<sup>🏅 Top 4 payment methods in the UK
1. Credit/Debit card
2. Payment via digital wallets (Apple Pay, Paypal, Paylib or Lydia)
3. Mobile payment (Amazon Pay, Lyf, Revolut, Monese)
4. Buy Now, Pay Later (Klarna, Alma or Floa)
(Source: pay.com)</sup>

‍

‍

5. Reduce steps before purchase with autocomplete 🤖‍

‍

‍2 out of 3 consumers expect the checkout to take less than 4 minutes.

‍

Install Google Address Autocomplete to speed up the payment journey significantly!

‍

Your customers' shipping and billing addresses are automatically filled in, and all they have to do is click on "Pay"!

‍

‍

6. Be smart with promo codes 💌‍

‍

A discount can generate a sale, but it can also derail it!

‍

If your customers spot a field dedicated to adding a promo code at the time of payment, there's a high chance they'll abandon their cart to look for a discount.

‍

To avoid this, you can hide the discount code field behind a drop-down menu.

‍

Those who need it will know where to find it, and it will go unnoticed by your other customers!

‍

‍

7. Embrace upselling and cross-selling 🆙

‍

Use upselling and cross-selling strategies to offer your customers a personalised experience and increase your average order value/number of items!

‍

For example, if your customer is about to order a set of three bowls for £19.99, you can recommend the five-piece set for £24.99 (upselling) or the matching cup for £3.99 (cross-selling).

‍

_{🪄  Don't underestimate the power of the magic price
‍
‍This strategy involves offering your customers a price slightly lower than a round number. We also talk about "psychological price" because consumers tend to give more importance to the first digit of a price. By rounding down, you give them the impression of getting a good deal!}

‍

‍

8. Eliminate the account barrier 🔄

‍

Forcing your customers to log in to order is not necessarily a good idea (personally, it's the worst buying deterrent!).

‍

82% of consumers have abandoned their cart due to a too complicated login process.

‍

To avoid any friction, offer your customers the possibility to order as a guest, using simply their email address.

‍

_{📱 Offer your customers to log in via their social networks!
‍
29% of users prefer to use their Facebook or Google accounts to identify themselves more easily. This a trend to follow, already adopted by Airbnb.}

‍

‍

9. Connect a live chat 📞‍

‍

The live chat can answer last-minute questions and alleviate customers' doubts.

‍

With a tool like Shopify Inbox, you can provide real-time answers to frequently asked questions. This reassures your customers and can help boost your sales.

‍

‍

10. Offer 1-click Payment ✨

‍

As its name suggests, this type of payment allows customers to finalise their order in a single click (or almost) and generally offers a better mobile shopping experience ☝🏻

‍

Displaying this option on your product pages or from your cart can help you increase your conversion rate by 20%!‍

‍

If the option interests you, like CAVAL, you can go through Just.

‍

‍

4 marketing trends and tools to follow this summer 23!

‍

🖼️ No need for a photographer; use Google!

‍

Google should soon launch Product Studio, a tool that will allow you to edit and customise your product images thanks to AI easily.

This is a great way to stand out from your competitors without going through the shooting phase!

‍

‍

🩷 Life in plastic, it's fantastic!

Brands are seeing life in pink with the release of the Barbie movie. For inspiration, I'm sharing a short summary of the best collab below.

‍

And to ride the trend without blowing your marketing budget, you can raid a costume store like Shanty Biscuit or bet on copywriting like Gymshark.

‍

🤳 Clever UGC from Big Blanket boosts its sales every time‍

Big Blanket recently published an excellent example of UGC videos that convert.

‍

Its recipe:

• The theme of restocking, which automatically raises curiosity and excitement around the product,
• Phrases like "it's already been out of stock 3 times" and "they sell out every time",  create a sense of FOMO (fear of missing out).
• The final sales argument will convince the consumer.

It's simple, effective, and easy to replicate with your products!

‍

‍

🎢 Dream your ads in BIG

‍

More and more brands and celebrities use CGI (Computer Generated Images) in their marketing campaigns.

‍

After Jacquemus' giant bags and Angèle's roller coasters in Paris, Maybelline called on artist Ian Pagham to promote its new mascara!

‍

‍

That's all from me! If you've enjoyed this newsletter, press the 'S' key on your keyboard to subscribe.

‍

‍Twice a month, I share 1 brand example, 2 actionable tips, and 1 surprise to boost your online sales.

See you soon,

‍

Julie

E-commerce Expert @ Bigblue

‍