When the customer has made it to the checkout page on your website, he or she will switch into ‘risk analysis’ mode. This is normal buying behaviour! They will be trying to think through all the things they need to consider before making a purchase and hitting that ‘Buy’ button.

It is important to provide the customer with all the information they may require in order to advance through this stage:

• Provide a link to your privacy policy

• Provide a link to security information

• Provide a link to your refund policy

• Provide a link to your terms and conditions page.

It is a good idea to remind your customers about your Unique Selling Proposition (USP) and your strongest benefits on your checkout page. Perhaps you could provide your customer with another strong testimonial at this stage. Don’t forget to remind him or her about your guarantee!

Make sure you are clear about what needs to be done in order to complete the order. Explain it clearly, and in detail – don’t leave anything to chance here. Make sure you don’t include any unnecessary fields. Don’t ask your customer for the time they were born, along with their rising-sign and ruling planet, etc!