In the dynamic world of e-commerce, the transition from browsing to buying is crucially anchored in the checkout experience. This is where the convenience and intuitiveness of the process play pivotal roles in converting carts filled with products into successful sales. As e-commerce platforms evolve, they are tasked with the challenge of ensuring their checkout processes meet the fast-changing expectations of modern consumers.
The journey through an e-commerce site typically sees the highest engagement on the product page. However, as customers move deeper into the buying process, a significant drop-off occurs at various stages:
- The shift from product viewing to the shopping cart page sees an 89% drop-off rate
- Moving from viewing the cart to the checkout stage, an additional 45% to 55% of potential buyers opt-out
- Finally, at the purchase stage, there's a 40% to 45% falloff
These statistics highlight a crucial aspect of e-commerce: a significant portion of potential sales is lost during the checkout process. Contributing to this challenge is the complex registration process, which deters 82% of shoppers according to the Baymard Institute. Furthermore, the majority of consumers, about two-thirds, expect a quick and seamless checkout experience, ideally completed within four minutes.
How you’re losing sales with Prestashop’s Native Checkout
Amidst this backdrop of e-commerce dynamics, PrestaShop emerges as a platform renowned for its flexibility and wide adoption. Yet, it encounters its unique set of hurdles, especially concerning the checkout experience.
The native checkout system of PrestaShop, characterised by its multi-step procedure, potentially hampers conversions due to its complexity. This issue is accentuated by the platform's reliance on multiple modules to enhance the checkout experience. Such dependencies not only introduce complexities in setup but also risk compatibility and performance issues.
Furthermore, the challenges of optimising checkout for mobile devices and effectively localising it for different regions add layers of complexity for merchants aiming to cater to a diverse, global audience.
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Delving deeper into the problems
Beneath the surface, several checkout-related challenges potentially hinder its effectiveness, impacting merchants and customers alike. Let's explore these challenges in detail:
1. Complex Checkout Process
PrestaShop's native checkout involves multiple steps that can confuse or overwhelm users. Each additional step or requirement in the checkout process presents an opportunity for customers to reconsider their purchase, contributing to the broader issue of checkout inefficiency within the platform.
Firstly, the complex checkout process involves several steps that might not only slow down the transaction but also increase the probability of errors. Although PrestaShop supports autofill options, first-time users must manually enter their billing and shipping details, adding to the potential for mistakes and deterring completion of purchases.
Moreover, the platform's insistence on additional information for purchases adds unnecessary time to the checkout process. Such demands for non-essential details can discourage customers, especially those seeking a quick and straightforward shopping experience.
Lastly, the order review step, despite its importance in ensuring order accuracy, introduces an additional barrier to purchase completion. This, combined with the other factors, might contribute significantly to the platform's overall checkout inefficiency.
These added steps and errors not only slow down the process but also contribute to a sense of annoyance and dissatisfaction among users. The lack of prompt and effective support exacerbates these issues, leaving users struggling with what they perceive as simple steps for extended periods.
2. Dependency on Multiple Modules
Adjusting the checkout form or adding fields might require either additional modules or direct code modifications to achieve a streamlined checkout experience, merchants often find themselves reliant on a variety of modules. This not only complicates the setup but also introduces potential compatibility and performance issues, as these modules may not always work seamlessly together.
3. Mobile Optimisation Concerns
With a significant portion of online shopping conducted on mobile devices, a checkout process that is not optimized for mobile can lead to frustration
- Excessive Scrolling: The multi-step checkout requires users to scroll extensively on smaller screens, making the process tedious.
- Difficulty Inputting Information: The small screen and virtual keyboard make entering details frustrating, with form fields often not sized or spaced for easy use.
- Poor User Experience: These issues cumulatively lead to a subpar user experience, potentially causing mobile shoppers to abandon their purchase due to the inconvenience.
4. Registration and Guest Checkout Frustrations
Merchants report difficulties with customer registration and the guest checkout process, where users encounter errors or confusing prompts. One prevalent problem is with the customer registration process, where a major issue is the double submission of the registration form. This can occur when users accidentally click the submit button twice or press the enter key twice, leading to registration failures or customers not being properly assigned to a group, thus unable to order or log in.
5. Technical Issues with Payment Modules
Specific complaints have highlighted issues with the PS/PAYPAL checkout module, including problems loading payment methods and express checkout functionalities not working as intended. These technical glitches can deter customers at the final and most crucial step of their buying journey.
6. Security Vulnerabilities
E-commerce platforms are prime targets for malicious attacks, and PrestaShop is no exception. Security vulnerabilities, such as SQL injections and cross-site scripting, pose significant risks to both merchant and customer data, undermining trust in the platform.
7. Localisation Hiccups
As merchants aim to expand their reach globally, PrestaShop's challenges with effectively localising the checkout process for different regions can create barriers. This includes issues with language, currency conversion, and compliance with local regulations, which are critical for a truly global operation.
Addressing The Checkout Conundrum
The data underscores the urgency of addressing these checkout challenges head-on. As e-commerce continues to evolve, the demand for a seamless, secure, and efficient checkout experience becomes increasingly paramount. Solutions that can navigate these complexities while enhancing the user experience are invaluable.
By focusing on simplifying the checkout process, enhancing mobile optimisation, and ensuring security, platforms like PrestaShop can significantly improve their offering. Innovations in the checkout process that minimise steps, reduce dependency on multiple modules, and address localisation and security concerns can transform the e-commerce experience for merchants and customers alike, paving the way for increased conversions and sustained growth in the competitive digital marketplace.
The Simpler Solution
Recognising the urgency to refine checkout processes, solutions that streamline, secure, and enhance user experiences are invaluable. For WooCommerce, simplifying the checkout process, bolstering mobile optimisation, and ensuring security are key to elevating its platform. Innovations that minimise checkout steps, reduce plugin dependency, and tackle localisation and security can revolutionise the e-commerce experience, driving conversions and fostering growth in the competitive digital marketplace.
How Simpler Elevates the Checkout Experience
Simpler Checkout is designed for a seamless, user-friendly experience by eliminating unnecessary steps:
First-Time Users:
- The checkout process is streamlined and efficient, featuring a lean form that requests only essential details. The form is organised into three intuitive sections within a single window, minimising cognitive load while maintaining clarity. Users checkout in under a minute.
- Account creation is not required; instead, user details are automatically saved and securely passed on to the merchant.
- These saved details allow customers to easily check out on any store that offers Simpler in the future.
Returning Users:
- On their next purchase, users can check out in under 7 seconds with all their information auto-filled.
- Shoppers benefit from a unified experience across different stores that use Simpler, making subsequent purchases incredibly fast and easy.
Loyalty Scheme:
- Simpler also features an integrated loyalty programme that rewards users with Simpler Coins for their purchases.
- These coins can be redeemed on future purchases, promoting repeat engagement without extra costs for merchants—making it a win-win for both shoppers and store owners.
Benefits of Integrating Simpler
- Reduced Checkout Steps: For first-time users, checkout steps are cut by 80%, with returning customers checking out in under 6 seconds.
- Increased Conversion Rates: Simpler can boost conversions by up to 35%, with up to a 31% rise in registered shopper numbers.
- Expanded Payment Options: Simpler Checkout offers all of these out of the box: credit and Debit cards, Buy now, pay later (BNPL) options, Digital wallets (e.g., Apple Pay, Google Pay, PayPal & Revolut Pay)
By streamlining the checkout experience with Simpler, WooCommerce merchants can overcome existing hurdles, offering customers a seamless, efficient pathway to purchase, thereby enhancing conversion rates and overall satisfaction.
Case Study: Simpler Checkout in Action
Simpler Checkout is trusted by hundreds of brands across Europe, providing a seamless and flexible checkout experience that drives conversions and customer satisfaction.
Below, you can see two specific brand success stories to demonstrate the tangible impact Simpler can have on e-commerce performance.
Funky Buddha Case Study:
Funky Buddha, a leading clothing brand in Southern Europe, integrated Simpler Checkout to enhance the online customer experience.
- They saw a 24.7% increase in conversion rates.
- 75% of buyers skipped the funnel and bought directly from the product page or mini cart.
- 10% of purchases completed in just one click (averaging 6 seconds).
- 57% rise in registered buyers.
MyBrand Shoes Case Study:
MyBrand Shoes, a trendy European footwear retailer, integrated Simpler Checkout to improve payment flexibility and streamline the buying experience.
- 98% of Orders Completed Earlier in the Funnel: 53% directly from the product page, 45% from the mini-cart, reducing drop-off rates.
- 18% of Orders via Digital Wallets: Quick, secure payments like Google Pay and Apple Pay gained traction.
- 13% of Orders via PayPal & 8% via Klarna: Significant uptake of modern payment methods.
- Checkout Share Improved from 10% to 22%: Over three months, Simpler's streamlined funnel increased adoption.
- Average Purchase Time: 6.8 seconds for returning customers and 72 seconds for first-time shoppers, indicating an optimised, seamless experience.
Conclusion
Addressing Prestashop's checkout inefficiencies is pivotal for e-commerce triumph. Initiatives to streamline checkout processes, optimise for mobile use, and reinforce security are fundamental. With solutions like Simpler, merchants can seamlessly surmount these challenges, offering a more intuitive and efficient shopping experience, thus bolstering performance and customer contentment in the swiftly evolving digital marketplace.
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