Here’s some food for thought. If there is such a thing as a best ‘practice checkout’, then how does a pre-covid best practice checkout compare to the ecommerce checkouts for life after lockdown.
In many ways the current customer journey checkout experience is not that different. End users are still looking for trust and security signals through the buyers journey. The checkout must as low in friction as possible.
Customers are however looking for more flexibility and choice in the way they shop. They have grown accustomed to click and collect or stock in store functions and seem to be looking for this functionality from smaller merchants too.
Customers expect a wide variety of payment options. Their need to buy now and pay later means that Afterpay and Zip are no longer optional payment methods.
Hot on their heals in the AU market are options like Klarna and openpay too.
Of course, balancing the need to offer choice against a need for simple and frictionless user experience is a design challenge that eCommerce Managers need to consider.
Dave Birchall is a Sydney digital marketing and sales expert with a love for conversion rate optimisation, eCommerce and online growth. He is accredited in Google Analytics, Tag Manager and Adwords among other things. He has owned and run large and small ecommerce businesses in Australia, New Zealand, the US, UK and China.
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