Check-out (e-commerce)
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In electronic commerce, check-out or checkout is the virtual cash register. There, the customer is asked to choose his preferred payment method and to enter the address. The check-out is considered a critical point in online trading, as many customers cancel the purchase process at this point. Depending on the source, the number of unfinished purchases is estimated to be between 40 and 70%. The reasons for abandonment during check-out are examined in usability research.
It was determined there that information about the delivery and shipping conditions that is too late , mandatory registration with the dealer, complicated forms and unsuitable payment methods increase the cancellation rates during the checkout process. In order to achieve the lowest possible abandonment rate, it is possible to optimize the entire checkout process of an online shop through various measures. This includes telling the customer during the entire process which checkout phase they are in and how many steps they still have to take to complete the purchase. In addition, the forms used should be kept as clear and short as possible. Particularly when using mobile devices , the reduction to the essentials is of great importance for the customer and an important success factor . There are numerous tools and providers that can be integrated into the checkout process in order to make the process faster, safer and more promising.
Individual evidence
- ↑ Michael Keukert, Tobias Kollewe: Practical knowledge of e-commerce . O'Reilly Germany, 2014, ISBN 978-3-95561-509-3 ( google.de [accessed April 1, 2019]).
- ↑ Study: Success factor checkout optimization , last accessed on February 16, 2017.