The buying process on your e-commerce site

There are a medley of factors to keep in mind when managing an e-commerce site, and having to continually update and improve various aspects is often time-consuming and requires a lot of effort.

However, even if you’ve focused all of your energy on increasing traffic, improving your rankings online, creating good email campaigns, and having an attractive web design, failing to pay attention to the details of the “purchasing process” on your webpage will prevent your site from having high conversion rates and desired profit margins.

The buying process must be efficient and easy, ensuring that users feel comfortable on your webpage and are attracted to your product enough to buy it, and then have the tools to make a simple purchase without getting bogged down with a complicated buying process.

13 vital steps to creating a successful e-commerce buying process

1. A responsive buying process.

In 2017, 38% of online buyers made their purchases from their smartphones, according to the statistics in the annual IAB report. At this point, you shouldn’t lose potential customers due to your online store being unnavigable or confusing while browsing from a phone.

2. Webpage loading time.

If the loading time for your e-commerce site isn’t fast enough, you will see a higher percentage of abandoned carts and customers who turn to the competition to make their purchases.

3. Adding products to the cart while still browsing.

Though it’s not necessarily logical, there are many e-commerce sites that take their users directly to the purchasing page after a browser adds an item to the cart. It’s far more reasonable–and helpful to your shoppers–if you visually demonstrate that their item has been added to the cart while allowing them to continue browsing through other products without taking them directly to the payment page.

4. Required registration

It’s important to have a good understanding of client data, but by UX standards, it’s always better to offer different options to users on your site. If the user decides to buy a product as a guest and is content with the purchase, it’s more likely that they will register before their next purchase, while requiring them to register the first time may turn them off from your business.

5. A short, simple, and well-structured buying process.

It’s vital that every step of the buying process is visually clear, generally following the rule that “less is more.” It’s also key that the information is structured in an obvious manner, with clear typology and easy-to-fill-in boxes. This allows the user to know where they are in the purchasing process at every step of the way, as well as how many steps are needed before finalizing the purchase.

6. Ask for certain necessary information.

Ask your customer for a minimum of obligatory information, such as “first name, last name,” “address,” and “email.” These data points are indispensable for executing, sending, and confirming their order. This also reduces the time required for the user to complete the order, without having to fill out as much information online during the ultimate steps in the process.

7. Photos and characteristics of the product in the buying process.

It’s easy to ensure your users that they have selected the right item for their cart by including a photo on the buying page. Including details like quality, size, and color–in addition to the usual product code–helps users to identify the item, should they have any doubts.

8. Provide multiple options for delivery and pick-up, as well as a clear return policy.

By offering multiple options for buyers to pick-up or receive their item, as well as simple information about the return policy, the client will feel that they can trust your online store and product. Flexibility and transparency in e-commerce transactions receive positive reviews and higher customer loyalty rates.

9. Easy to access contact information.

Users want to see that they can easily contact your company in case they have questions or concerns during the purchasing process.

10. Provide wish lists, coupons, and offers as well as a gift receipt with a personal message.

Offering discounts, coupons, and other “advantages” to customers are details that will help emphasize your trustworthiness as an online store. With Wish Lists, compani

es can also remind users of the products they want to buy later on, while the business has more information about the tastes of their users without having to analyze the data of their direct sales.

11. Don’t add additional costs or taxes during the process of buying.

When it comes to the prices of any e-commerce product, clarity is essential. The cost should be perfectly clear in the product price tag, including the IVA, shipping costs, and possible sub-costs. Users who see costs being added as they are purchasing the product are much more likely to abandon their cart mid-way through the purchase.

12. Offer different payment options.

The more options available the better, as allowing your user to pay with their preferred option increases your chances of making a sale. The various forms of payment are usually as follows:

• Virtual TPV/POS. These traditional payments are made with a debit or credit card or a 3D TPV Secure, allowing users to pay with a direct telematic connection to their bank account.

This payment method ensures the buyer that the store will not have access to their personal bank data online. Paypal functions as an intermediary between the buyer and the seller and offers strong security.

They payment is also realized as soon as they purchase the product.

• Direct Debit from the Bank. This is largely used in commerce between professionals or with contracted services or products that require repeat payments. The buyer must provide the commercial seller with bank data as well as a SEPA authorization, allowing the seller to send a money order to the client account with the necessary order payment.
• Pay and pick up in the store. This allows the user to make the purchase online and then pay in the store once they go to physically pick up the item.
• Online payments made with a phone. This type of payment functions like a debit or credit card. There are multiple typologies: mCommerce, which completes online payments through mobile phones; ING Twyp Cash, which transfers the money between different users; and payments made through a technological intermediary like NFC with QR codes or virtual coins on applications.
• Virtual money. Digital money is not issued through a bank nor is it regulated, allowing buyers and sellers to send it through exchange platforms using convencional coins. Bitcoin is the most recognized and used of these payment methods.

13. Payment security.

It’s important that your webpage uses encrypted security procedures like Secure Socket Layer (SSL) to prevent information from being intercepted by third parties. It’s imperative that these transactions require a security code (CVV or CVC) that can be found on the back of credit and debit cards. Technology like 3DSecure is also recommended for higher levels of security when completing online payments.

Bank entities have also begun using two-step authentication (2FA), asking the user to introduce a CVV or CVC code from their card as well as a random code sent to the customer’s phone via text message. Each of these methods increases online security and guarantees confidentiality for online shoppers.

Applying these tips and adapting your online business to the expectations of users today will transmit higher levels of security and comfort to your shoppers. You will also have lower abandonment rates during the buying process, and as a result, see higher conversion rates in the end.