December 22, 2008

Improve Online Check-Out Functionality

by Marta Baigorri

with Ron Rogowski, Victoria Bracewell Lewis, Angela Beckers

Executive Summary (This is a document excerpt)

Cart abandonment remains a huge source of lost revenue for eCommerce companies. Users struggle with poor site error handling, cluttered pages, excessive information requests, poor process flows, and unclear language. To successfully improve check-out functionality, customer experience professionals should provide contextual answers to users' key questions; keep interfaces clear of clutter; limit required inputs for details essential to the purchase; streamline the overall check-out process; and make calls to action clear with simple language.

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