New Checkout Contact Information
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I've noticed recently that we are getting quite high cart abandonment at checkout so I 've gone throught the new checkout process today for the first time and was immediately caught out by the 'Contact Infomation' page which is the first page in the process and I personally feel at first glance, it appears to be forcing me to create an account or login to an existing account.
On my first try, I was repeatedly clicking the greyed out button that says 'Continue without signing in' and eventually gave up thinking something was wrong. It wasn't until my second visit that I realised that I had to enter my email at this stage in order to move forward.
I don't know why the CitrusLime checkout always seems to be such a challenge. A quick visit to a couple of competitors website and you are immediately presented with the option to checkout as guest which feels like a much softer approach to collecting customer details.
I know that personally, if I feel I am being forced to create an account then I will often not proceed.
Am I the only one who has this opinion?
Attached is a screenshot from Tredz checkout which seems much more relaxed and less pushy.
Neil McQuillan - CEO Citrus-Lime
We are going to have another run thru our UI workflow here, I largely agree with what's been said here. That and improving the C&C workflows particularly for single store. The revised checkout is a big step forward, but it needs to be refined and improved. There are a few point improvements coming in the next few weeks, integration of Customer Rewards cards to AppleWallet, shipping integration into AppleWallet and support for Affirm finance.
There are a stack of AI frontend improvements coming as well, using AI to drive related items and upsell in checkout based on sales patterns and some cool R&D stuff which we are exploring which will make the frontend shopping easier.
After that we'll be having a refinement session here.
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Richard T
agreed!
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Scott
I agree, for the amount of effort invested and time it takes, the checkout is still a cause for concern, with this issue, and other UX issues too. It needs a VERY good UX specialist(s) to lab test the heck out of it. I worked for the worlds largest charity on their checkout UX testing and we ran several UX test labs, paying people to come in to break it and find the flaws, and it was the most eye opening and ultimately money saving experience I have had in e-commerce development, and I've been in the field since 1997!