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Use Checkout Field Indications to Outsmart Competition

Published on 19 July 16
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The success of any online website is measured by how well it performs in selling its product. This is handled by the checkout page, which prompts customer to enter valid information to complete transaction. Conversion rate of visitor to customer is only as good as how well the checkout page has been optimized.

Checkout pages require different sorts of information, with some fields being optional while other being mandatory. One of the key elements missing from modern checkout pages is differentiation between these kinds of fields.

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Why use Field Indications?

Online customer trends favor sites which have swift responses and require minimum of relevant information so as to minimize transaction process and keep customer anonymity. However, leaving the fields without indication to show whether they are optional or required leads to a host of problems, which scare away potential customers.

Not properly identifying the two types of fields apart significantly increases the size of checkout page. A longer checkout page seems dull and takes much longer to fill. In a survey, it was revealed that having no indication resulted in 75 percent of mobile users experiencing major issues in filling their checkout forms properly.

Some sites mark one field and leave the other blank. 63 percent sites made this critical error which resulted in users getting confused, entering wrong information or simply ending up in shopping cart abandonment.

Best ways to Indicate Field Types

The solution to this problem is relatively simple: mark both fields. Although this should be standard practice, only 9 percent of top checkout pages in the US adhere to this principle. We will look at the key points concerning these issues and how they can be resolved.

1. Mark both optional and required fields

Sites are customized according to businesses and what products they offer. This means the information they require changes from site to site. Due to this somewhat random nature of asking relevant information which changes from site to site, customers are clueless about what the website will require them to enter.

It will seem obvious for the developers to understands which information they require and don’t but the customer will be clueless about these fields. Many fields add up to a big checkout page which seems very unappealing to customers.

Customers are on the lookout to fill in as little information they want but when only one field is indicated as being optional or required, they will fill in required and spend time on optional as well just to avoid errors. Indicating both fields separately assures customer that leaving them empty will not affect their form whatsoever.

2. Indicate each field as optional or required

Sometimes all the fields in a form are required, so developers simply start off the form saying all fields are required. This poses chances of some errors though. Sometimes customers do not read the form entirely, jumping straight to the form before reading any instructions which have been mentioned above or during. They are unaware about the field requirements and end up meddling the process.

When customers fail to fill the form correctly, the site will refuse to accept information and prompt them to re-enter the form. 37 percent customers said they would abandon their cart if their form was not filled correctly the first time. To avoid this, it is necessary to indicate each field separately even if they have the same pre-requisites.

Users will sometimes judge how important a field is themselves if there is no indication if they are required or not separately. For example, in financial history credit card number is required but fathers name is not necessary.

3. Label both fields

Sometimes a site will use only one label: optional and required. It is left on the user to infer about the other field, which can cause confusions. Checkout forms should be straightforward about what information is required and what is not. Leaving the customer hanging at the last stage of securing a sale at the checkout page doesn’t just make them run away but promises they are not going to return.

By labelling each field individually as optional and mandatory, the customers are aware in real time while filling each field about what is needed. If a field seems somewhat intrusive, they can simply see if they can skip it or not.

Another factor is customer friendliness and site optimization. Labelling fields separately greatly enhances customer experience so they are not only willing to pull through with the purchase but will also return to the same site to browse and possibly purchase product. 42 percent customers revealed that having checkout page optimized to show between required and optional was the reason they wanted to come back because it enhanced their shopping experience and indicated a sense of respect towards their privacy and option not to fill in certain information.

4. Provide feedback in real time

Giving the customer feedback in real time is essential for responsive pages to retain customers. It is much more helpful to indicate whether the form is being filled right or wrong during the process rather than picking out problems when it has been submitted and needs to be filled again.

PrestaShop Easy Checkout allows responsive feedback with field indications as to whether the form is being filled right or wrong. It can also point out in some cases what the problem is with field and how it can be corrected.

The checkout page is the final stage of a sale and since it requires confidential data to be filled in, it is already hard enough for customers to go there. Simply by optimizing your fields in a way to ensure customers will have a better experience combined with knowledge to be able to correctly and precisely fill the form first time is the best possible approach. Indicating fields in checkout page makes sure your customers will return a second time to support your online business.
The success of any online website is measured by how well it performs in selling its product. This is handled by the checkout page, which prompts to enter valid information to complete . rate of visitor to is only as good as how well the checkout page has been optimized. pages require different sorts of information, with some fields being optional while other being mandatory. One of the key elements missing from modern checkout pages is between these kinds of fields.

of relevant information so as to minimize transaction process and keep customer anonymity. However, leaving the fields without indication to show whether they are optional or required leads to a host of problems, which scare away potential customers.

Not properly identifying the two types of fields apart significantly increases the size of page. A longer checkout page seems dull and takes much longer to fill. In a survey, it was revealed that having no indication resulted in 75 percent of mobile users experiencing major issues in filling their checkout forms properly.

Some sites mark one field and leave the other blank. 63 percent sites made this critical error which resulted in users getting confused, entering wrong information or simply ending up in shopping cart abandonment.

Best ways to Indicate Field Types

that leaving them empty will not affect their form whatsoever.

2. Indicate each field as optional or required

though. Sometimes customers do not read the form entirely, jumping straight to the form before reading any instructions which have been mentioned above or during. They are unaware the field requirements and end up the process.

When customers fail to fill the form correctly, the site will refuse to accept information and prompt them to re-enter the form. 37 percent customers said they would abandon their cart if their form was not filled correctly the first time. To avoid this, it is necessary to indicate each field separately even if they have the same pre-requisites.

Users will sometimes judge how important a field is themselves if there is no indication if they are required or not separately. For example, in financial history credit card number is required but fathers name is not necessary.

3. Label both fields

the user to infer about the other field, which can cause confusions. Checkout forms should be straightforward about what information is required and what is not. Leaving the customer hanging at the last stage of securing a sale at the checkout page doesn’t just make them run away but promises they are not going to return.

By labelling each field individually as optional and mandatory, the customers are aware in real time while filling each field about what is needed. If a field seems somewhat intrusive, they can simply see if they can skip it or not.

Another factor is customer friendliness and site optimization. Labelling fields separately greatly customer experience so they are not only willing to pull through with the purchase but will also return to the same site to browse and possibly purchase . 42 percent customers revealed that having checkout page optimized to show between required and optional was the reason they wanted to come back because it enhanced their shopping experience and indicated a sense of respect towards their privacy and option not to fill in certain information.

4. Provide feedback in real time

to be able to correctly and precisely fill the form first time is the best possible approach. Indicating fields in checkout page makes sure your customers will return a second time to support your online business.

This blog is listed under Open Source , Development & Implementations and E-Commerce Community

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