The challenge of cart abandonment

Recent Baymard studies reveal more than 70% of online shoppers in the United States don't complete their purchases. They might be window shopping for new virtual items, comparing prices, saving selections for later, or looking for gift ideas. These are common behaviors that can't always be avoided. However, game developers should be concerned about the more tangible reasons shoppers give for walking away from a cart, including:

• 25% - they didn’t trust the website
• 22% - the checkout process is too complicated or takes too long
• 17% - website errors
• 13% - lack of supported or preferred payment methods

Conversion rates directly measure how well your game's store is performing. They reflect the effectiveness of your user experience, pricing, marketing, and overall trustworthiness. Even a small increase in conversions can greatly impact your game's revenue.

8 tips for optimizing conversion rates

Streamlining your checkout process can convert more free-to-play players into paying customers. Focus on building a seamless and enjoyable shopping experience that encourages players to complete their purchases. Your efforts may include simplifying the process, offering convenient payment options, or providing clear information throughout the transaction. Here are 8 ways to increase users' comfort in shifting from playing to paying. Tip #1: Simplify checkout Streamline your website’s checkout process as much as possible. Avoid asking for unnecessary information or forcing players through multiple steps. Ideally, aim for a one-page checkout experience. Tip #2: Cater to players’ payment preferences To provide a seamless purchasing experience, offer various payment options that align with gamers' preferences. From credit and debit cards to modern digital wallets, instant payments and flexible buy-now-pay-later services ensure that players can easily purchase using their preferred method. Tip #3: Be a trusted shopping destination Trust is paramount to a shopping audience. To reassure players and encourage purchases, showcase clear security indicators on your checkout page, including:

• Positive customer reviews: Testimonials from satisfied gamers can go a long way in building trust.
• Security badges: Display logos from reputable antivirus software, payment processors, and SSL certificate authorities.

Tip #4: Transparent pricing Give players visibility into your checkout process. Display all transaction details, including fees and taxes, so players know exactly what they're paying. Avoid hidden charges or unexpected costs that can lead to negative user experiences. Making it possible for players to pay in their local currency, along with your game’s adherence to local payment regulations and restrictions, is crucial to maintaining trust and compliance. Tip #5: Multi-platform for the win Optimizing your checkout for multiple platforms ensures players can make purchases seamlessly, whether using a desktop, laptop, smartphone, or tablet. Your checkout process should be responsive and adapt to different screen sizes and devices. Tip #6: Incentives Gamers love feeling appreciated. Offer incentives and bonus items to show your players how much you value their loyalty. These rewards aren't just about discounts; they're a way to say thanks for choosing your game and an opportunity to forge a stronger bond with your community by offering special perks. Tip #7: Speak plainly with clear and concise messages When designing your in-game store, it's crucial to keep calls-to-action —like "Proceed to Checkout" or "Continue Shopping"— straightforward. Simple language will guide players through the process intuitively. Similarly, clear and informative error messages are also essential. While providing error codes might be helpful for technical support, explaining the issue in plain language is often more user-friendly. For example, instead of displaying a cryptic error code, you could simply say, "Your purchase cannot be completed. Please try again or contact customer support." Tip #8: Load time matters Even a slight delay can impact a shopper’s experience and potentially lead to quitting. Fast load time shows your respect for your customers' time and helps to keep them engaged.

How Xsolla helps you power up your checkout performance

Xsolla Payments aims to provide users with an exceptional payment and seamless checkout experience by offering the most relevant payment methods, plus an intuitive process that translates to a great checkout experience and a noticeable improvement in your checkout conversion rate.

• Security first: As a PCI DSS Level 1 merchant, Xsolla prioritizes player security. Our robust authentication processes instill trust and confidence in every transaction.
• Global reach: We support over 700 payment methods and 130+ currencies worldwide, ensuring players can pay using their preferred method in their local currency. Our localized payment interface, available in 20+ languages, caters to diverse audiences.
• 24/7 support: Our multilingual customer support team is always ready to assist players with purchase-related issues through live chat, Facebook Messenger, WhatsApp, and more.
• Personalized checkout: Keep players engaged by communicating directly with them during the checkout process. Promote new payment methods, special offers, bonus items, and cashback to drive conversions.
• Streamlined purchase: Our checkout process is designed for simplicity. We request only essential information, such as ZIP codes or CPF numbers, to avoid overwhelming players with unnecessary fields. Our adaptive checkout ensures a smooth experience on all devices.
• Brand customization: Empower your team to customize the checkout process to match your game's unique aesthetic. Create a seamless and recognizable experience that aligns with your brand identity.

By leveraging Xsolla's checkout solutions, you can:

• Increase player satisfaction and retention
• Reduce abandoned carts
• Expand your global reach
• Enhance your brand image

Ready to optimize your checkout process? Connect with an Xsolla expert today to talk about your game, your needs, and how to amplify your long-term success. To take advantage of Xsolla Payments right away, set up a Publisher Account.