Let’s go through the basics first. What is a purchase funnel? Also called an order tunnel or purchase funnel, it corresponds to the customer’s purchase journey, from arrival at the e-commerce site to the purchase act, or in other words, the confirmation of an order. Here are some valuable tips to reduce friction in your purchase funnel and provide a better customer experience on your site.
1. Take care of your product sheet: name, description, visuals, CTA…
A fundamental element: the product sheet. To make sure you want to make a purchase, you absolutely must take care of your product sheets upstream: take care of your CTA, think carefully about the title given to your product sheet, show a clear price, work on the text description of your products , offer images that highlight the products, add reassuring elements such as payment terms, customer reviews, product origin, etc. Improving your product sheets is already a first step in optimizing your purchase funnel, think about it!
10 tips to optimize your product sheets
2. Make it easier to create an account with a limited number of fields
Are visitors interested in your products? You want to ask them to create an account in order to order. This step is crucial, you should pay special attention to it. They need to be quick, otherwise they won’t hesitate to leave your site to order from another site or a marketplace. As a first step, you can analyze your registration form page and try to reduce the number of fields present as much as possible. The fewer form fields, the faster the creation of an account, which is what your visitors expect. Another possibility: you can also offer a fast connection via an existing account: Google, Apple, Facebook or Twitter. This type of login is popular with users because they don’t have to re-enter all their information and can place orders faster.
3. Make it possible to buy without creating an account
Another very interesting possibility: you offer your visitors the opportunity to buy a product without having to create an account. Even as e-merchants make account creation easier, some cyber buyers still view account creation as a very restrictive step and may not validate their purchase because of this obligation. If you have an ecommerce site, it is in your best interest to provide your visitors with an option to purchase without creating an account.
4. Show delivery and payment information early
A visitor clicks the “add to cart” CTA of the product sheet to order? Nothing is won, this is just the beginning! Please note that visitors should be reassured before confirming an order. Therefore, it makes sense to display the delivery information as soon as possible in the order tunnel (delivery methods, estimated delivery date, etc.) but also the payment solutions offered (credit cards, PayPal, etc.). With regard to payments, it is also relevant to (explicitly) emphasize that payments are safe on your website.
5. Remove all disruptive elements in the command tunnel
In the order funnel (once the visitor has clicked “order”), it is in your best interest to remove the elements that can disrupt the purchase process. For example, you can remove the main menu header at this stage to prevent the visitor from navigating to other pages of the website instead of completing the order. At this stage, you can also simplify the existing footer, leaving only the options that seem essential to you: going back to the store, needing help, terms and conditions, legal notices, etc.
6. Display the different stages of the purchase funnel at the top of the screen
To guide your visitors, do not hesitate to display a breadcrumb dedicated to the ordering tunnel at the top of the ordering tunnel. This offers the possibility to view all order steps and gives visitors insight into where they are in their purchase process. Tip: Remember to make each displayed step clickable if possible so that your visitors can quickly return to a previous step with one click.
7. Reassure consumers on the payment page
It is important to give confidence to your visitors on the page devoted to payment, as this is the time when they need to provide their banking information. It is therefore important to remember that the payment is safe, in particular you can add locked padlock icons to express the security of transactions. You can also add the icons of the different payment solutions so that visitors can quickly view their usual payment method: Mastercard, Visa, PayPal, etc. You can also add a link to your AV in the footer to allow consumers to find out more about paying through your site and reassuring them.
8. Improve the loading speed of your web pages
If a page takes too long to load, it can be a major bottleneck. Visitors would rather leave the page than wait for it to load. Therefore, also think about optimizing the loading of your pages throughout your website. To improve the loading speed of your web pages, you can rely on web performance tools such as Page Speed Insights or GTmetrix.
9. Make sure your register works on mobile
Too often forgotten: mobile navigation. Note that you can also convert via mobile, so it is essential to test your purchase tunnel on mobile to make sure everything works correctly on this medium, in responsive mode. All elements must be displayed correctly (no overlay for example), and must be clickable without any problems (especially your CTA!). You need to make sure navigating the ordering tunnel is as easy on mobile as it is on desktop.
10. Use a heatmap tool to better understand your visitors
Do you know heatmap solutions? These tools make it possible to analyze the navigation and clicks of users on the web pages of your shopping funnel by means of heatmaps. By analyzing your customers’ journey on your site, you can learn from it: understand the elements that grab their attention and the elements that don’t, identify the friction points at each stage of your funnel check and make the necessary adjustments can implement. Tools such as Hotjar, Smartlook or Mouseflow have a free version that allows you to test heatmaps on your website. It is your turn !