As an online store owner, you’ve put in the hard work attracting customers, showcasing your products, and convincing buyers to load up their shopping carts. But then, at the final step, shoppers disappear. What gives? If your checkout process feels like navigating a labyrinth, this could be the culprit.
Think about it ever been shopping online, were super excited to snag something, and then the checkout made it so frustrating that you just… bailed? You’re not alone. Statistics show that 17% of shoppers ditch their carts because the checkout process is just too messy or time-consuming. That’s a significant chunk of potential revenue slipping away.
For owners of sporting goods stores in the US, the stakes are even higher. There’s no shortage of competition, and your biggest customers outdoor enthusiasts, athletes, and fitness lovers probably don’t have a lot of patience for slow, convoluted checkout experiences. If they encounter too many hurdles, they’ll simply hop over to a competitor. But don’t worry we can fix this. Read on, and we’ll uncover the biggest checkout offenders and how to fix them so you can stop losing sales.
- Is your checkout too long or complicated?
- Do you offer a guest checkout option?
- Are unnecessary fields slowing down your checkout?
- Do you provide multiple payment options?
- Is your mobile checkout easy to use?
- Are customers leaving due to hidden costs?
- Does your checkout load quickly?
- Can progress bars guide users through checkout?
- Have you added autofill to make forms faster?
- Is live chat available for checkout help?
Losing Sales? The Cost of a Complicated Checkout
Did you know nearly 70% of shopping carts are abandoned online? That’s a staggering number, right? And while there are many reasons for this from unexpected extra costs to buyers just window-shopping checkout complexity is a biggie. Research confirms 17% of shoppers abandon their carts simply because checkout is too much of a hassle.
For sporting goods stores, it might hurt even more. Your customers, whether they’re shopping for high-tech running gear or last-minute hiking equipment, aren’t here to linger. They want quick, straightforward transactions. The moment they sense friction, they’re out and likely buying a similar item from someone else.
What Makes Checkout Such a Pain?
Sometimes, it’s hard to see what’s going wrong when you’re too close to the problem. You’ve built the checkout system thinking it’s logical, but from a shopper’s perspective? It might feel clunky. Here are some common checkout frustrations that could be costing you sales:
1. Too Many Steps
Ever been to a website where checking out feels like a marathon of clicking “Next”? Shoppers don’t want to jump through hoops to buy something. If they have to go through page after page or fill out endless fields, you’re going to lose them fast.
2. Not Enough Payment Options
Think about how you prefer to pay when you shop online. Some people love PayPal; others prefer Apple Pay or need a “buy now, pay later” option like Klarna. If your store doesn’t offer their preferred method, they’re more likely to look elsewhere.
3. Mobile Problems
Nearly half of online shopping happens on mobile devices, yet many stores still haven’t optimized their checkout for smartphones. If the screen’s cluttered, forms are hard to fill out, or tiny buttons make customers rage-tap, guess what? They’re not sticking around.
4. Being Forced to Create an Account
This one’s a major mood killer. A staggering 24% of online shoppers abandon their carts because they just don’t want to register for an account. Imagine wanting to grab some new workout gear, but all you hit are “Sign up” walls. Not ideal, right?
5. Surprise Costs
Ever been hit with unexpected shipping fees right before checkout? It’s enough to make people back out completely. Shoppers value transparency, and nothing screams “deal breaker” like surprise extra charges at the last minute.
How to Simplify Checkout (and Save Those Sales!)
Alright, enough bad news. The silver lining is that complicated checkouts can be fixed and pretty easily, too. By making a few changes, you can give your customers a seamless buying experience they’ll appreciate (and reward you for with completed purchases!). Here are some straightforward fixes:
1. Keep It Quick and Easy
The golden rule? Fewer clicks. Pare your checkout process down to the essentials aim for 3 4 steps tops. Combine pages where possible, like grouping shipping and payment info on the same screen. And ditch any unnecessary fields (does anyone really need to fill out their fax number?).
2. Give Them Payment Freedom
Add as many payment options as you can. Credit cards are standard, sure, but don’t forget about digital wallets like Google Pay or Apple Pay. Also, offering payment plans like Klarna is a great way to soften the blow of higher-ticket items, like treadmills or camping gear bundles.
3. Go Mobile-Friendly
Picture this a customer’s on their phone, halfway up a mountain, ordering new hiking boots. If your checkout page doesn’t load quickly or looks awkwardly smooshed on their screen, they’re bailing. Make sure your web design is simple, mobile-responsive, and easy to use on the go.
4. Offer Guest Checkout
Not everyone wants a long-term commitment. While having customer accounts can be great for loyalty and repeat sales, always offer a guest checkout option for first-time buyers or those who just need to grab something quickly.
5. Be Upfront About Costs
Don’t make your customers guess about shipping fees or taxes. The earlier you disclose those details, the better. Free shipping (or at least a flat rate) can also be a major sweetener for shoppers on the fence.
6. Use Progress Bars
Ever notice how reassuring those little progress bars are? They feel like a roadmap. Adding one to your checkout process helps customers see how close they are to completing their purchase, keeping them engaged.
7. Reduce Typing Pain
Autofill options and drop-down menus for addresses can work wonders. Make it as easy as possible for customers to breeze through form fields without typing every last detail.
8. Add Real-Time Support
Have you tried adding a live chat option to your checkout? If a customer has a question or gets stuck, offering quick access to help could make all the difference between an abandoned cart and a sale.
See It in Action
Take inspiration from companies doing it right. For instance, REI caters to their outdoorsy shoppers by keeping the checkout process clean and allowing guest checkouts. Patagonia, on the other hand, shines by prioritizing mobile-first design crucial for their nature-loving, always-on-the-go audience. If it works for them, why not try similar strategies?
Your Next Move
Losing sales at the last step stings, but it doesn’t have to continue. With a few thoughtful tweaks, your checkout process can go from clunky to seamless, keeping customers happy and boosting your bottom line. Start small test one change at a time. Maybe introduce guest checkout this week or enable a couple of new payment options. Every step brings you closer to converting those abandoned carts into happy customers.
Remember, sporting goods shoppers are busy folks. Make their lives easier, and odds are they’ll reward you with loyalty and sales. What’s the first change you’ll make to simplify your checkout?
