“Less is more,” especially when it designing a checkout flow.
Kunle Campbell shared these insights with the Facebook for Local News Subscriptions Accelerator about how to reduce the chances that a clunky checkout process hurts conversion rates. He recommends prioritizing email address capture, easy payment options, and thumb-friendly mobile design. Those strategic goals come packaged with technical recommendations (and screenshots) for building more responsive web-forms with details that decrease a user’s time investment.
The gem here is to get the email address as both a start to the transaction and a conversion within a conversion. That email address allows later follow-ups and potential subscription revenue.
“Email is nectar and a KPI. Your sole purpose at this stage [the beginning of the checkout process] is to acquire email info. It is your micro-conversion. People will drop off, just be sure you capture their email.”