Recently Stripe published results of the analysis of the top 800 eCommerce websites performed in such European countries as France, Germany, Italy, the Netherlands, Poland, Spain, Sweden, and the United Kingdom. According to the results, more than 90% of the websites had checkout issues.
The report contains information about the most common errors, split into four categories:
- checkout form design;
- optimization for mobile devices;
- localization;
- buyer trust and security.
Below we describe the issues discovered in this analysis. The overall total of the problems can be more than 100% because some of the issues can be encountered simultaneously.
Issues in checkout form design include the following:
75% of cases - checkout didn’t allow customers to save the payment information they entered to be used later.
61% of cases - checkout pages didn’t have an address auto-complete function.
42% of cases - checkout pages had at least three mistakes in payment information formatting or improper error messages appearance. For example, alerts did not show up when an incorrect card expiration date or number was entered.
10% of cases - checkout didn’t allow by default to use the same billing and shipping address/
9% of cases - native browser autocomplete function wasn’t supported for the address fields.
Issues in mobile optimization are much less variable:
89% of cases - checkout pages did not support Apple Pay.
85% of cases - checkout pages did not support Google Pay.
20% of cases - checkout pages did not trigger a numeric keypad to enter the payment card information.
Localization issues mainly were related to an incorrect set of payment methods available on the site. According to the analysis results, about 15% of customers reported that they would abandon the purchase if the payment method they prefer is not available. So, an incorrect set of payment methods that are not popular in the target country may significantly decrease sales.
Some examples of the most popular payment methods in different countries:
Germany - Klarna;
Netherlands - iDEAL;
Poland - Blik;
United Kingdom - Klarna.
And of course, you need to keep in mind to use appropriate language and currency.
Buyer trust and security issues can be split into three main categories:
85% of cases - checkout page did not allow to set up an account by connecting to a profile in social media.
41% of cases - guest checkout was not available.
8% of cases - no order summary could be adjusted.
As you can see, many of the issues could be resolved pretty quickly, thus making the checkout process easier for customers. Don’t hesitate to contact us if you think your checkout has one of the described flaws. We’ll gladly help you to get everything solved!
