I'm trying to tackle the high abandonment rate for a certain step in the checkout procedure. The first step in the checkout procedure of the company I work for is a step where customers have to log in, register or continue as a guest. Still, abandonment rate on that page is 65 to 70%. I've already suggested AB tests where we change the position of the guest checkout option and change the copy, but I've got a more radical idea I want to try to sell to my boss. But I need to build a strong case and I want to ask you if you can think of any pros and cons for the idea I have I didn't think of.
The way I see it (I hope to perform some usability tests to confirm my theories) people don't want to register because they're afraid of what the company will do with their personal information. Will they sell it to third parties? Will they be spamming daily? My company's current checkout procedure asks people to enter address and contact information even if, in the next step, they choose to pick up the order from the physical store, making address information unnecessary. My idea is to make it more clear where customers' personal information is used for by asking for specific information at different steps, when it's needed.
- Step 1 "shopping cart": No customer information needed.
- Step 2 "shipping method": Just ask for a name to put the order on when the customer selects the option to pick up the order from the store. Ask for a name and address when the order has to be delivered.
- Step 3 "payment method": Ask for information depending on the chosen payment method.
- Step 4 "confirmation": Ask for an emailaddress to send a confirmation to and ask the customer if the entered information can be saved ensuring a smoother experience the next time they place an order.
The pros I can think of are the fact it will be more clear where the information will be used for, putting customers at ease and making them more willing to give the needed information. The fact the forms are shorter, because long registration forms are frightening. And hopefully the fact the checkout procedure will feel more intuitive.
The only con I can think of is the fact the checkout procedure will be different from those of other webshops.
What do you think?