Website optimization is vital when you run an online store, especially when it comes to your customer checkout process. According to Baymard Institute, more than 69 percent of online shopping carts are abandoned.

Here are four tips to help you improve your checkout process:

1. Use an E-Commerce Solution

An e-commerce solution can help your business set up an online store and achieve website optimization during customer checkout. For instance, Shopify is an all-in-one platform that allows you to design, build, sell and market your online business. It has several apps and plug-ins geared toward creating a seamless checkout process.

An e-commerce solution like Shopify can help you clearly list all additional fees and charges on the original product page to ensure your customers are not presented with any unexpected costs at checkout. According to Baymard Institute, an unexpected cost at checkout is the number one reason customers abandon their carts.

2. Suggest Related Products at Checkout

If a customer has a battery-operated alarm clock in their shopping cart, your site can automatically suggest batteries to accompany the purchase. This is an opportunity to boost sales and can help improve customer satisfaction by saving them time. The easiest way to make this happen is by installing a "related product" app in your e-commerce solution.

Certain e-commerce platforms will allow you to place a "Continue Shopping" button on the checkout page in case a customer forgets to add something to their cart. This will keep shopping cart items in place and eliminate the need for the customer to start all over again.

3. Minimize Checkout Steps

Customers often cringe when faced with lengthy forms during the checkout process. Be sure to ask only for necessary information during checkout and user registration to avoid cart abandonment. Never ask the customer to register for an account to complete their purchase. According to User Interface Engineering, doing so may irritate the customer and cost your business the sale, so it's generally best to let the customer proceed to checkout and offer an account registration opportunity afterward.

4. Offer Multiple Shipping and Payment Options

Give your customers the freedom of choice by allowing them to either use a credit card or an online payment service like PayPal to complete their online purchases. Also, include various shipping options, such as expedited, ground or in-store delivery (if possible) so your customers will feel confident that they will receive the ordered product on time.

Now that you know how to create an efficient checkout process that will help keep your customers happy and eager to return, take your business's online experience to the next level with these five e-commerce best practices.

Tags: Website