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Processo de checkout otimizado

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Este artigo irá discutir como pode otimizar o seu processo de checkout para melhorar a sua experiência de utilizador final. Há muitos fatores a considerar quando conceber a sua página de checkout e todos os passos que conduzem à sua página de checkout. Contudo, a principal razão pela qual deve implementar as melhores práticas do processo de checkout é, idealmente, aumentar a sua conversão e diminuir o abandono do carrinho de compras

Oferecemos as nossas melhores dicas e truques para o ajudar a otimizar o seu processo de checkout e a seguir as melhores práticas para aumentar a sua taxa de conversão.

Checkout do carrinho de compras

Há muitas razões pelas quais os utilizadores abandonam o seu carrinho de compras e desejam uma página de checkout melhor. Algumas das razões são:

– Custos adicionais

– A necessidade de criar uma conta

– Processo de checkout complicado

– Não é possível calcular o total da encomenda com antecedência

– Site bloqueado

– Sem opção de pagamento seguro

– A entrega é demasiado lenta

– Política de devolução insatisfatória

– Opções de pagamento limitadas 

Agora que estamos conscientes das razões pelas quais as pessoas precisam melhores processos de checkout, perguntamos, qual é o melhor design de checkout de comércio eletrónico? Infelizmente, não há uma forma perfeita de conceber uma página de checkout. No entanto, saber as nove razões acima referidas para as pessoas abandonarem os seus carrinhos de compras é uma boa maneira de começar. 

Tenha em mente, porém, que existem algumas coisas que pode controlar e outras que não pode. Portanto, por muito otimizado que seja o seu processo de checkout, algumas coisas estão fora do seu alcance. 

  • Compradores de vitrina

Muitas vezes os visitantes só querem dar uma vista de olhos aos produtos/serviços que está a vender. Por exemplo, talvez queiram ver a diferença de preço entre o seu site e os seus concorrentes. Podem também decidir armazenar artigos no seu carrinho de compras para referência futura. 

  • Restrições do comerciante

O envio e os pagamentos são algo que não consegue controlar a cem por cento. Deverá fazer o seu melhor para encontrar várias soluções de pagamento que sejam simultaneamente seguras e exijam baixos custos de envio. 

As melhores práticas do processo de checkout

Vamos entrar no processo de checkout das melhores práticas.

Modificação da página checkout

Três coisas que um visitante deve ser capaz de ver e editar depois de ter adicionado produtos ao carrinho de compras e de ter passado para o ecrã de saída são o inventário de produtos, a quantidade de produtos e as opções de produtos. Esta é uma das formas de realmente otimizar a sua página de checkout, porque se um utilizador quiser editar um produto ou comprar dois do mesmo produto, deve poder fazê-lo na página de checkout. 

Além disso, se um utilizador editar a quantidade de um artigo de um para dois, o preço final deve também mudar automaticamente na página de checkout. Permitir que um utilizador modifique o seu carrinho em tempo real resultará na fidelidade do cliente e em vendas mais elevadas.

Deve permitir ao utilizador eliminar o produto na página de checkout, se este tiver mudado de ideias. 

Checkout como convidado

Outra boa prática do processo de checkout é permitir aos utilizadores fazer checkout e comprar os seus produtos como convidados. Por exemplo, se é novo num site e fica vidrado num produto que gosta, não quer necessariamente criar uma conta no site. Em vez disso, pretende poder ter um processo de checkout fácil onde pode fazer o checkout como convidado. 

Os seus utilizadores apreciam a liberdade que lhes dá com o checkout como convidado. Está a permitir-lhes fazer o checkout sem compromissos, e isso irá melhorar a sua experiência de utilizador e levá-los a querer revisitar o seu site. Depois de visitarem o seu site algumas vezes, muito provavelmente criarão uma conta e tornar-se-ão um cliente fiel. 

Informação de faturação

Adicionar a secção de informação de faturação o mais cedo possível durante o processo de checkout. Há duas razões significativas pelas quais deve seguir os nossos conselhos nesta matéria. 

Em primeiro lugar, pretende que o utilizador escreva o seu endereço electrónico no caso de mudar de ideias e abandonar o seu carrinho de compras. Se souber o endereço de correio eletrónico do utilizador, poderá sempre enviá-los mais tarde. 

Em segundo lugar, pretende calcular os custos de envio, a taxa de imposto e oferecer diferentes métodos de envio na próxima fase do processo de checkout. Pretende que o processo seja o mais suave possível para o utilizador e em breve cliente, para que não tenha de esperar pelo envio e informação sobre os custos. 

Tenha em mente que a informação de faturação se aplica tanto a produtos físicos como digitais, em oposição à secção de envio que se aplica apenas a produtos físicos.

Limite as suas questões

Pergunte a si mesmo que informação precisa realmente de obter do seu utilizador e o que não precisa. O processo de checkout deve ser curto e simples. Ninguém quer passar 15 minutos a comprar um produto online. 

Por exemplo, pode não precisar do nome da empresa ou número de telefone do utilizador. É sempre mais lucrativo se um utilizador não tiver de percorrer a página para preencher a informação e passar para a fase seguinte. Tente manter tudo no ecrã de checkout para facilitar ao utilizador.

Preenchimento automático

Se o utilizador for um cliente existente, facilite-lhe a vida. Quando chegar à página de checkout, preencha a informação que já tem armazenada para que não seja necessário dar trabalho ao utilizador. É toda a informação que já lhe deram quando criaram a conta, para que possa utilizá-la para preencher automaticamente os campos e melhorar a sua experiência de utilizador. 

Se o utilizador não for um cliente pré-existente e ainda quiser melhorar a experiência do utilizador, pode usar o endereço completo usando o preenchimento automático do Google. Então, o utilizador começará a escrever o seu endereço, e o Google fará automaticamente sugestões no campo de email.

Pagamento seguro

Ao comprar produtos/serviços online, o utilizador assume todos os riscos, pois está a pagar por um artigo sem que o tenha nas mãos. 

A primeira coisa que deve fazer é obter um certificado SSL para que os seus utilizadores e clientes saibam que o seu site tem um crachá de segurança. 

Em segundo lugar, certifique-se de adicionar um ícone de checkout seguro ao lado do pagamento. O símbolo padrão é um cadeado. Isto fará com que os utilizadores se sintam melhor ao comprar um produto sem que o tenham nas mãos imediatamente, como teríamos normalmente quando compramos produtos numa loja. 

Pistas visuais

Utilizar pistas visuais para orientar o utilizador/cliente e para melhorar a sua experiência de utilizador. 

– Utilize uma única coluna que se ajuste ao ecrã de checkout. Caso contrário, estará a pedir demasiada informação. 

– Utilize ícones para visualizar o que precisa do utilizador/cliente

– Dar feedback em tempo real com uma marca de verificação verde para que o utilizador/cliente saiba que a informação que escreveu é correta

– Finalmente, dar ao cliente uma curta mensagem de confirmação para que saiba que o checkout ocorreu sem problemas.