The worst that can happen to you is to lose your customer during the check-out process.
How to avoid the most serious obstacles:

1. Availability
   Inform the client before the check out process that an item is currently not available. There is nothing worse than filling in several forms and being informed in the last minute, that you currently can not purchase the product. Show the availability status on every product page.
2. Payment methods
   Offer several payment methods such as PayPal, Visa and MasterCard. This increases your chance that the client will continue the check out process. Inform him that the data is transmitted secured. In case you have received a “Trusted Shop” certificate, display it prominently. It increases trust.
3. Back Button
   You just quickly wanted to go back one step to check one entry field and then all your previously entered data was gone. Make sure that the customer always can go back and forth without loosing any entered data. It is tedious enough to type in your card number once.
4. Credit Card rejection
   Imagine your credit card is rejected. That is always a very unpleasant moment. Tell the client with a friendly easy to understand error. Inform him of what might have gone wrong:
   - The address needs to be the same as on the credit card.
   - The name needs to be the same as on the credit card.
   - What is the CVC Code and where can he find it.
   - Could it be that there is a daily limit on the card? (in case you are selling expensive items)
   - How can he reach the hotline in case it still does not work.
5. Forced registration
   Don`t force your customer to register in order to simply buy something. To remember his contact and financial data is an extra service you can offer and the return client can benefit from. However, many customers might not be return customers and some simply hate to have to recall login data or to have their data saved and accessible online.
6. Cross selling
   Cross selling is great, we all agree. However, don’t be too pushy during the check out process. Customers might either get confused or really turned off. Do your cross selling when show casing your other products or after the check out.
7. Hidden costs
   Honesty always pays off. Show your customer as early as possible fees for shipping, taxes, handling fees and so on. Nobody likes unpleasant surprises at the very last minute.

Check out the entire series:
Part 1) Navigation and homepage
Part 2) Product overview
Part 3) Product detail page
Part 4) Search
Part 5) Check out process

To come:
Part 6) The shopping basket

This entry was posted on Wednesday, April 30th, 2008 at 8:59 pm and is filed under Usability. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.