February 16th, 2021 | 3 MIN READ

6 essential things to consider for your checkout experience

Written by Anatolii Iakimets

Anatolii is a Product Marketing Manager at Elastic Path, where he is responsible for the telecommunications and media industry.

According to a report from Wolfgang Digital, the average conversion rate in 2020 was only 1.84%. With such a low rate, whether your business is  B2B,B2C, or both, you want to maximize your conversion rates with the best possible checkout experience. While the exact features you need will depend on the business model and the brand experience you want to create, there are several general requirements to consider:

  1. Multiple carts. If your business is selling to large enterprises, they likely have a complex buying process that requires various stakeholders to make purchases in parallel. The problem can be solved with multiple carts functionality. It allows buyers to maintain multiple independent carts and check them out independently.
  2. Bulk Order and Re-order. Sometimes enterprise buyers have to purchase large quantities of items repeatedly. And of course, manually entering 40 or more items can be very time-consuming. Bulk order functionality allows a buyer to enter the SKU number into the web interface to add an item to the cart or copy an excel spreadsheet with all the details to add multiple items to the cart immediately.
  3. Omnichannel Cart. Today customers often use more than one channel during their buying journey. And if the products they add to the cart are not retained as they hop between touchpoints, this will result in a bad customer experience. The persistent cart allows to address this challenge and enables continuous customer journey across multiple channels.
  4. Cart conversion. Often customers start their buyer journey anonymously as they are looking for the right products. After they made up their mind and decided to make a purchase, they will likely want to register on the website. But if their guest cart is not retained and they have to add the same items again, this will result in poor customer experience and will hurt conversion rates. Cart conversion allows merging anonymous and registered carts so that the user doesn't have to start the buying process from scratch.
  5. Bulk cart updates. When buying, B2B customers often place large orders with many items in their cart. Sometimes they need to update the quantities of the items in the cart. It is needless to say that if a buyer has to go through each item and update them one by one, the user experience will be extremely unsatisfying. Bulk cart updates allow customers to modify all the cart items at once instead of one by one.
  6. Cart Pagination. A single B2B order can have a large number of items: dozens, sometimes hundreds. Showing a single page of a hundred items to a user will result in a bad customer experience, so you want to show cart content in pages as a seller. Also, you want to control the number of items displayed on each page flexibly.

With the latest cart enhancements release that includes cart conversion, bulk cart updates, and cart pagination, Elastic Path provides a comprehensive checkout experience covering any business model and use-case.

If you want to learn more about how Elastic Path can help you grow your commerce business – don't hesitate to contact us.

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