The use of artificial intelligence in the field of marketing is often associated with an important aid in the creation of content, the writing of product descriptions or the generation of images or videos on a large scale. But to all this we could add another benefit: increasing conversion rates in an ecommerce checkout.
Artificial intelligence is a perfect ally. With its ability to analyse data and behaviour so as to improve and personalise the entire user experience, it can increase conversion rates and encourage checkouts.
Read on to find out how to optimise the checkout process using AI and increase your sales.
What is the checkout conversion rate?
The checkout conversion rate is a key metric that measures the percentage of users who, after adding items to their shopping cart, actually complete the purchase. A high rate indicates that the checkout experience is smooth and engaging, while a low rate may signal that there are obstacles or friction in the process. Improving the checkout conversion rate is crucial to reducing cart abandonment and maximising revenue, with online shopping growing rapidly.
How to increase conversion rates in checkout: 9 strategies to implement
If you are determined to improve your conversion rate, here are 9 tips and strategies you can implement immediately. Each of these tactics is designed to make the checkout process quicker, easier and more enticing for your customers.
1. Simplify the payment process
No customer wants to be faced with a lengthy or complex checkout. This is why it is essential to minimise the number of steps, simplifying processes and reducing clicks. A streamlined checkout reduces the risk of abandonment and makes the experience more pleasant.
2. Optimise the mobile experience
The primary device users use to make purchases today is the smartphone. If the checkout is not optimised for mobile devices, you risk losing a large chunk of customers. Make sure that the checkout process is also smooth on mobile and tablet.
3. Offer guest checkout
Many customers don’t want to create an account just to make a purchase. Offer a guest checkout option to simplify the process and entice shoppers to act now and not abandon the page.
4. Improve payment options
Diversify the variety of payment options, such as Apple Pay, digital wallets and ‘Buy Now, Pay Later’ (BNPL) services like Klarna or Affirm. These methods make purchasing more convenient and flexible, especially for expensive items.
5. Provide clear shipping information
Free or fast shipping is a decisive factor for many buyers. Make sure you are transparent about costs and delivery times, avoiding surprises that might make people abandon their purchase.
6. Implement solutions for recovering abandoned shopping carts
Use AI to recover abandoned carts with strategies such as reminder emails, emergency pop-ups or personalised ads on other platforms. AI can help you reconnect with users and prompt them to finalise their purchase.
7. Optimise payment page design
A clear, simple and intuitive design is essential to reduce shopping cart abandonment. Also pay attention to mobile compatibility. Use AI tools to understand how users interact with your page and optimise the layout of elements.
8. Provide clear calls to action (CTAs)
CTAs should be obvious and clear. Use persuasive text and position it in the right places to guide the buyer to a purchase.
9. Offer incentives
Offer small discounts or free shipping to motivate customers to complete the purchase, especially if they have doubts or hesitation.
How artificial intelligence improves checkout
AI doesn’t just simplify the checkout process, it also transforms and improves the entire customer shopping experience. Here’s how:
- Personalising the payment process: AI can analyse user data to suggest products, apply personalised discounts and optimise the payment flow, making each purchase more relevant and engaging.
- Automated checkout optimisation: Machine learning algorithms can identify weak points in the payment process, suggesting changes to reduce cart abandonment.
- Automatic cash flow optimisation: Machine learning algorithms can identify weak points in the checkout process, suggesting changes to reduce shopping cart abandonment;
- Personalised product recommendations: Artificial intelligence (AI)-driven tools such as intelligent product recommendations are a key solution for personalising the shopping experience. The use of dynamic product recommendations becomes crucial not only to make users aware of the products in the catalogue, but to show them at the most opportune time.
- Solutions for abandoned shopping carts: AI helps to personalise and automate the retrieval of abandoned shopping carts by sending targeted emails and personalised advertisements that remind customers of the items they have left behind.
In conclusion, artificial intelligence is a powerful tool to optimise every aspect of the checkout process, reduce cart abandonment and improve overall conversion rates.
Find out how AI can improve your checkout process with Blendee. Contact our experts.
