Gamechanger 2: Post-checkout experience as new conversion phase
Do you want to be relevant in 2030? That requires action today. In this series, you will discover seven gamechangers that define the success of your webshop. Gamechanger 2 focuses on a new phase of conversion after the checkout. The checkout is no longer the end point, but the start of a dynamic conversion phase that increases convenience and order value.
Where we are today
The checkout has changed significantly in recent years. Instant payment methods such as Apple Pay, iDEAL 2.0, Klarna or PayPal already know the customer’s details. As a result, a slow, manual payment process has evolved into a smooth and faster experience.
Where we are heading
But there is room for improvement. More and more customers want to complete their purchase quickly and easily from the shopping cart or even from the product detail page. Digital vaults play a key role here: customer details are filled in automatically while the customer remains in control. One click is enough to place an order. However, there is a downside. An ultra-fast checkout leaves little space for cross-sell and upsell opportunities.
The checkout is no longer the end point, but the beginning of a new conversion phase
That is why the checkout in 2030 will no longer mark the end of the shopping experience, but the start of a new stage: the post-checkout experience. A dynamic environment where customers can adjust their order until the moment of dispatch. Add an extra product? Choose a different delivery time? Apply a voucher after all? As long as the order has not been picked, many options remain open. Just like grocery apps such as Picnic and Albert Heijn. This gives customers control and convenience while creating space to increase order value. A true win-win.
What you need to do now
Continue optimising your current checkout. For example, add the option to pay directly from the product detail page. And think ahead. Start developing a post-checkout environment that is just as fast and user-friendly as the checkout itself.