Checkout friction at your store in BigCommerce Store can heavily influence whether mobile shoppers choose to complete their purchase or leave their carts abandoned. Mobile users, in particular, are quick to exit if they feel the process is unsafe, overly complicated, or frustrating. Trust is a critical driver of conversion rates for online stores, and implementing the right security features can reduce checkout friction while building confidence.
This blog dives deep into the essential security elements you need, explores common challenges with checkout friction, and highlights actionable strategies to reduce abandonment in your BigCommerce Store.
The Connection Between Trust and Checkout Friction
Checkout friction refers to the barriers or challenges customers face while trying to complete their purchase. These issues can include slow checkout processes, unclear security badges, or a lack of familiar payment methods. For mobile shoppers, even minor annoyances become magnified due to small screen sizes and an expectation for on-the-go convenience.
Building trust during checkout is essential. Customers want reassurance that their payment details are secure and that a store has taken the necessary precautions to protect sensitive data. Without these confidence boosters, mobile shoppers are likely to leave their carts behind mid-purchase.
Key Takeaway: Reducing checkout friction at your store in BigCommerce Store with the right security features can create a more seamless, trustworthy experience, encouraging shoppers to finalize their transactions.
Common Checkout Friction Mistakes Related to Security
Here are a few common mistakes BigCommerce stores make that increase checkout friction and affect customer trust:
1. Lack of SSL (Secure Sockets Layer) Certificates
Shoppers look for that little padlock icon in the URL bar as a sign that the site is secure. A store without SSL encryption makes customers suspicious and increases the likelihood of abandonment.
2. Missing Visible Trust Badges
Customers want to see evidence that their payments are protected. Missing security badges, like those from Norton, McAfee, or Visa Secure, can be a red flag for cautious shoppers.
3. No Two-Factor Authentication (2FA)
Two-factor authentication adds a valuable layer of protection for customers who log into accounts. Without it, users may feel worried about potential account breaches.
4. Unrecognized Payment Gateways
Shoppers prefer to pay through trusted platforms, especially when they’re on mobile. If a store doesn’t offer commonly recognized gateways such as PayPal or Apple Pay, friction increases due to uncertainty.
5. Unclear Privacy Policies
Customers often abandon purchases if they can’t easily find a privacy policy explaining how their personal data is handled. Transparency matters, especially in a world of increasing cyber threats.
By addressing these overlooked security features, you can ease customer concerns and smooth the path to purchase.
Pro Tip: Include visual cues and badges that reassure customers throughout the checkout process.
The Drawbacks of Checkout Friction at Your Store in BigCommerce Store
Checkout friction impacts more than just abandoned carts. It can have widespread consequences for a BigCommerce store’s long-term success:
1. Decreased Buyer Confidence
Without signals of security, shoppers hesitate to input personal or financial data into your system. This hesitation becomes a significant bottleneck in sales.
2. Loss of Potential Revenue
Abandoned carts represent lost revenue. Each customer who exits mid-checkout equals another missed opportunity to close a sale.
3. Negative Brand Reputation
When customers encounter complex or unsafe checkouts, they often share their frustrations online through reviews or social media. This tarnishes your brand image.
4. Lower Retention Rates
Trust issues during the checkout stage discourage repeat business. Customers are unlikely to return to a store they deemed untrustworthy or difficult to use.
Statistics Highlight:
- Around 46% of consumers abandon their carts because they don’t trust the site with credit card information.
- Roughly 24% of users cite hidden costs, often viewed as deceptive, as a major contributor to checkout abandonment.
Reducing checkout friction at your store in BigCommerce Store builds not only trust but loyalty, which is essential for long-term growth.
Security Features That Reduce Checkout Friction
Here’s how you can make your checkout process safer and smoother for mobile shoppers:
1. SSL Certificates
Ensure your site uses HTTPS and prominently display the padlock symbol. Customers recognize and associate it with basic online security standards.
2. Trust Badges
Add logos of well-known security providers such as Norton, Trustpilot, or McAfee directly on your checkout page.
Why It Works:
These badges immediately signal that your site has been verified and certified as secure, improving the chances of conversion.
3. Multi-Factor Authentication (2FA)
Enable customers to strengthen account security using their smartphones to verify their identity. Although optional, this feature gives peace of mind to buyers.
4. Advanced Fraud Tools
BigCommerce stores have access to fraud detection tools built into platforms like PayPal and Stripe. Use these features to identify suspicious activities and reassure customers that fraud prevention measures are in place.
5. Transparent Policies
Place your privacy policy and return policy in easy-to-spot areas, such as headers or footers. Explain how customer data is stored and protected to address concerns.
6. Mobile-Centric Payment Methods
Integrate mobile-friendly payment options like Google Pay, Apple Pay, and other trusted wallets. These methods simplify checkout for mobile users.
Simple Fix:
BigCommerce makes adding these payment options easy with built-in integrations. Check your admin settings to ensure popular methods are enabled.
7. Real-Time Communication
Consider live chat support during checkout. Shoppers with concerns about security or payment can ask questions in real-time rather than abandoning their cart.
FAQs About Checkout Friction at Your Store in BigCommerce Store
Here are answers to common questions about security features and reducing friction:
Q1. What is checkout friction at your store in BigCommerce Store?
A1. Checkout friction refers to obstacles that delay or prevent a customer from completing their purchase, like confusing layouts, missing security features, or unrecognized payment options.
Q2. How can I make mobile shoppers feel secure?
A2. Use SSL encryption, display trust badges, and provide mobile-centric payment options (e.g., Google Pay and Apple Pay). Transparency and visible signs of security go a long way.
Q3. Are trust badges really effective?
A3. Yes! Studies show that trust badges improve conversion rates by increasing confidence in your checkout process.
Q4. What role does real-time support play in reducing friction?
A4. Live chat provides immediate answers to security or payment concerns, preventing customer doubt and abandonment during checkout.
Q5. Can simplifying payment options really make a difference?
A5. Absolutely. Offering widely-used payment gateways reassures customers and makes the process faster and smoother.
Call to Action
Checkout friction at your store in BigCommerce Store doesn’t have to lead to abandoned carts and lost revenue. By implementing key security features and building trust with your mobile shoppers, you can create an enjoyable checkout experience that drives conversions and fosters loyalty.
Start tackling friction in your store’s checkout process today. Explore our resources to enhance your security measures and build the trust that turns visits into completed transactions!
