Use these forms from another location to see that it is actually working at all times. Many a times an error message may pop up even when the user has provided the right information. This may be due to a bug in the system. Clearly specify the key to be used to move from one field to another, right at the beginning.

Use minimum number of pages and ask only relevant questions. Remember that the customer knows your product and hence is ready to buy. The form should not appear as though you are questioning their identity.
Make a form logical and do not provide long lists of irrelevant options for a field. Do not add all the countries and cities of the word under the locations field, since you would not be providing services at all locations.

Provide immediate explanations and examples below each field so that the customer understands them. Do not categorize irrelevant fields as mandatory ones. If the customer does not have a landline number, making such a field compulsory will only make him leave or enter a false number.
 
Ensure that the customer is assured of the security of his personal details. The standard “lock” sign should be prominently displayed. Do not make your clients repeat information they have already provided. For example, if you are asking for the mailing address, ask whether it is the same they entered earlier or not. If not they will have to enter it separately.

Incorporate a system that will save information filled in each field separately. This will allow the user to go back to something he thinks has to be changed without losing information. Anything incorrectly filled has to be identified there itself and not after the form is submitted.  If the form is pushed back over and over to be corrected the client will leave after some time.

Indicate when each page has been successfully completed. This will help the customer be confident of completing the rest. Giving the customer an option to pay though a trustworthy source is a good idea.

These include sites like PayPal and Escrow, which in turn are helpful in getting you the payment in a safe and assured way. Commercial firms doing electronic purchases have fixed payment sites that are thoroughly vetted by them. All purchases without such options are rejected outright. Hence, going in for the safest options are advisable.

Sending a prompt reply to customers will assure them of the receipt of the form. Recognise former customers ad make their current purchases to be processed faster. Some tend to use these forms for dual purposes, like purchase checkout and also a market surveillance study about their product. Do not ask your client to add good captions promoting the product. The client may not find any suitable words for your product.

The checkout form is a way the purchase procedure for the clients. They would not like spending more time filling the checkout form, than actually scrutinizing the product for its quality. In addition, remember that the whole purpose of online purchasing is it minimize time taken for transactions.

Peter Brittain
Digital Agency