Magento Checkout Extensions That Can Help Improve Conversions
Many eCommerce customers enjoy the process of shopping online. They like browsing products, looking at images, comparing prices, and thinking about how products will make a difference in their lives. However, none of them enjoy running the gauntlet of a standard, multi-page checkout process. It’s tedious, it gives them a chance to change their minds, and it makes the online retail experience unpleasant in comparison to the brick-and-mortar experience.
We invest considerable resources into making products discoverable via intelligent suggestion algorithms, smart searches, and elegant navigation, but if the final stage in the shopping experience is more painful than absolutely necessary, the end result is the thing retailers hate the most: an abandoned shopping cart.
An abandoned shopping cart implies that the retailer did everything right: guiding the shopper through the purchase funnel until they had made a commitment to buy, but that something went awry just as the deal was about to be sealed. Sometimes that’s just the result of cold feet on the part of shoppers, but frequently it’s because the checkout experience is more complex than it ought to be. In fact, by making the checkout process unpleasant, retailers fatigue the attention of shoppers, increasing resistance and the chance that what appeared to be a positive purchasing decision begins to seem less attractive.
For Magento users, there’s really no excuse for ignoring checkout optimization. There are many extensions in MagentoConnect that are designed to solve precisely this problem. I’d like to highlight three of my favorites.
Take a look at your eCommerce store’s analytics. If you see an unacceptable number of abandoned carts, then perhaps it’s time you gave one of these extensions a spin.
As its name would suggest, the free One Page Checkout extension simplifies the checkout process by streamlining multiple stages into an AJAX-based single-page checkout. It includes several features that enhance checking out, including auto-filling of fields, real-time on-page updates, default payment methods, and a coupon code facility.
One Click Checkout does away with complex checkouts altogether by integrating the checkout processes into product pages. Logged-in customers are able to select billing and shipping addresses on the product page and confirm payment details via a modal popup, after which they can continue shopping. The experience is slightly less elegant than Amazon’s 1-Click purchase, but it’s much faster than the standard Magento checkout.
AwesomeCheckout is a premium extension designed to get people in and out of the checkout process as quickly as possible. It provides an attractive, responsive interface with smart complete for auto-filling fields, helpful feedback to guide customers through the process, and a highly configurable appearance. If that sounds good to you, check out this case study from an eCommerce retailer who already uses AwesomeCheckout.
Which checkout extension do you use in your store? Let us know in the comments below.