E-Commerce Insights: 5 Online Metrics to Maximize All That Data

Here are two common ways to catch fallouts:

• Shoppers click helpful information links during checkout and never go back to finish. Think about checkout lines at Target. They’re alleys that you have to proceed down with little hope of escape. Remove all links from your checkout process so shoppers have only one way to move forward.
• Shoppers can’t remember their logins, and they’re often frustrated by your “helpful” password reminder notes. So try a guest checkout that doesn’t require a login. Better yet, use a one-page checkout that asks shoppers to type their contact information rather than logging in.

Many shoppers don’t frequent a site enough to remember their logins. You actually decrease the percentage of customers who complete checkout by making them search for that information.