Optimize the e-commerce checkout process

Online stores in Germany waste a lot of potential in the registration and ordering process. With just a few targeted improvements, especially the checkout process can be made barrier-free and smart, yet. This is the result of a heuristic study of the top 100 online stores by Uniserv together with the University of Applied Sciences Offenburg.
 

The input and quality of address data play a key role here. The Uniserv solutions for data quality have an API-centered architecture and can therefore be easily integrated into the different applications, regardless of whether this is an application with classic or 'headless' architecture.

In online retail, the checkout process is the virtual cash register where payment is made. And while practically no one would think of abandoning a full shopping cart and leaving the store in a brick-and-mortar store, almost seven out of ten online shoppers abandon their purchase process at the online checkout. This results in high costs that are avoidable.
 

Avoidable errors and barriers are responsible for high dropout rates

The research shows that, in general, avoidable errors and barriers are partly responsible for this high dropout rate, such as:
 

• Too many and also unnecessary input fields for address data.
• Overly complicated checkout process as a whole.
• No attention to international aspects in the address input.
• No consideration of mobile data entry.
• No offer of a guest order without registration.
• No offer of auto-completion.
• No address validation to ensure the quality of entered address data.