Why Shoppers Prefer Simplified Checkout Process

Why Shoppers Prefer Simplified Checkout Process

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The results of the Mobile eCommerce Optimization Initiative of last quarter show that simplicity is gaining in optimizing mobile checkout. The results come from a Magento Community Initiative through cooperation between PayPal, Magento, HiConversion and an eCommerce system integration community.

Magento traders participating in the initiative saw a steady increase in visitor revenue (RPV), as optimization experiments continued in the last quarter of 2018. On average, retailers saw an 8.6 percent increase in RPV by implementing checkout optimizations.

The 2018 retail holiday season was setting records. But what does it really mean? Adobe Analytics reports that consumers spent a staggering $125.91 billion on Cyber Monday in November and December. Unfortunately, mobile device purchases accounted for only 36 percent of those sales, although more than half (54.3 percent) of online shoppers were on mobile.

The numbers are not lying. If they optimize for mobile, Magento traders could see significant growth -it's time to get involved in the initiative. The results of last quarter experiments show a distinct trend: Simplifying and streamlining the checkout process is the key to increasing mobile conversions.

Let’s dive a little deeper into the results.

Distracted Customers are never going to converted:

Forbes estimates that almost all mobile shoppers (95 %) pay only partial attention to eCommerce traders.

While traders have little control over external distractions such as work, friends or TV, they can work to remove additional distractions from their platforms that could completely push potential customers away from their sites.

While traders have little control over external distractions such as work, friends or TV, they can work to remove additional distractions from their platforms that could completely push potential customers away from their sites.

Keep Simplified Cart Page Header

The hypothesis behind the simplified experiment with the header of the cart page is that traders can increase conversions by reducing the number of elements in the header of the cart. The idea is to eliminate unnecessary distractions and simplify the checkout process.

Merchants taking part in this experiment removed first all header elements that were not directly related to the checkout or continued shopping experience. After that, elements were gradually added back to determine the optimal balance for RPV lift.

Q1 Simplify Cart Header

This experiment gave traders an average 6 percent increase in mobile RPV and positive desktop and tablet results. As predicted, simplification increased conversions. More detailed results can be found on the experiment header page of the simplified cart.

Collapse the Coupon Code Field

Many traders use coupon codes to increase sales and encourage customers to return. In some cases, however, this tactic can actually hurt conversions by sending offsite customers - hunting for coupons and never returning to complete the purchase.

The entry field of the coupon code is minimized in this experiment, but not eliminated. This eliminates the distraction without eliminating the popular sales tactic.


This experiment resulted in an average increase of 8 percent in RPV on mobile devices, indicating that the collapse of coupon fields does not prevent buyers from using their coupons and encourages other buyers to complete their purchases. More detailed results can be found on the experiment page for the coupon collapse.

Shoppers Don’t Want Extra Work

According to the PYMNTS Checkout Conversion Index, e-commerce traders with overly complex checkout processes miss out on about $236 billion a year in potential sales. Consumers are increasingly demanding pain - free and invisible ways of paying.

Automate Cart Updates

The hypothesis behind this experiment is that traders could reduce friction in the shopping process by automatically updating the quantities and prices of cart items - and actually increase conversions.

Consumers of eCommerce want their shopping experience to be fast and require minimal effort. The automatic cart update facilitation removes a manual step from the checkout process and eliminates the clutter of the need to display a button to update the cart.

Automate Cart Updates

Nearly all traders involved in this experiment saw improvements -the experiment had a success rate of over 95 percent. This small change resulted in an average RPV increase of 3 percent for mobile phones and an astonishing 32 percent average RPV lift for desktop shoppers! More detailed results of this experiment can be found on the experiment page for auto card updates.

Add Floating Checkout Button

Purchases of impulses are common among mobile buyers -provided they are fast and easy to make. In this experiment, wherever a checkout button is not visible on the screen, a floating checkout button is added.

The hypothesis is that this additional button subtly drives buyers into the checkout process and increases conversion rates. The addition of the floating checkout button ensures that customers always have an easy path to buy.

Add Floating Checkout Button

When the results rolled in, data scientists ended up scratching their heads a little. About one - third of traders experienced an average increase in RPV of 9 percent, but 25 percent saw small gains or drops of ±2.5 percent.

More closely, the results showed that 61% of traders with only one checkout button on the cart page saw an increase in RPV, while only 32% of traders with two or more buttons had positive results. More detailed results of this experiment can be found on the experiment page of the floating checkout button.

Key Findings for Simplifying Your Checkout Process

Magento System Integrators and Magento traders can optimize mobile checkouts without time or money. The results of the Mobile eCommerce Optimization Initiative shows that even small changes in the checkout process can significantly affect the conversion rate of mobile devices. Just keep the following key points in mind:

  • Clutter is your enemy: Keep carts working, but clean. Eliminate any elements during the checkout process that could send customers to other pages or sites.
  • Simplicity is key: Mobile shoppers will not spend time purchasing your product on multi - step checkouts or complicated forms. Keep at least the manual steps.
  • Don’t stop experimenting: Continue to test new ways to eliminate distractions and streamline your checkout process until you find the best thing for your store. Join the Optimization Initiative for Mobile E - Commerce to implement the experiments described here and more!

Not sure if you're right for this Magento Community Initiative? To date, Magento traders have increased their RPV by an average of 8.6 percent. That's about $ 19 million in additional revenue. And it’s just beginning. Magento community is constantly adding new experiments.

If you are looking for magento ecommerce development services then we have team of expert Magento developers. You can also learn more about Mobile optimization initiative for merchants, which will help you to understand more about Mobile optimization.

Reference: Why Mobile shoppers prefer simplified checkout process.

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