Why simplify checkout?

Review your checkout process and reduce unnecessary steps for a smoother experience. Each additional step in checkout increases abandonment risk. Aim for 3 steps or fewer.

Remove account creation barriers

Allow customers to check out without needing to create an account. Forcing account creation can increase abandonment by up to 35%. Offer account creation after purchase instead.

Visual checkout progress indicator

Show how far along customers are in the checkout process. A progress bar reduces anxiety by setting expectations about how many steps remain. Typically shows 3-5 steps (e.g., Cart → Information → Shipping → Payment → Review).

Effective button design

Design visible "Complete Purchase" buttons with contrasting colors. Buttons should be large enough (minimum 48x48px for mobile) and use action-oriented language like "Place Order" instead of vague terms like "Submit".

Mobile-first checkout

Test and optimize your checkout flow for mobile use. Over 60% of ecommerce traffic comes from mobile devices. Ensure form fields are large enough, buttons are spaced properly, and all elements render correctly on smaller screens.

Flexible cart management

Let customers easily adjust quantities or remove items in their cart. Frustration with cart editing is a common reason for abandonment. Provide clear +/- buttons for quantities and prominent "Remove" options.

No surprise fees

Show shipping costs upfront in the cart before checkout. Unexpected shipping costs are the #1 reason for cart abandonment. Consider showing estimates based on ZIP code or country early in the shopping journey.

Payment flexibility

Provide a variety of payment options like PayPal, credit cards, Apple Pay, Google Pay, etc. Different customers prefer different payment methods. Not offering their preferred method can lead to lost sales.

Set delivery expectations

Display expected delivery dates based on customer location. Helps manage expectations and can increase conversion for time-sensitive purchases. Consider showing different options (standard, expedited) with dates for each.

Powerful conversion tool

Promote free shipping at checkout to incentivize purchases. Consider offering free shipping above a certain order value (e.g., "Free shipping on orders over $50") to increase average order value.

Full cost breakdown

Include a breakdown of all charges, including shipping and taxes. Customers appreciate seeing exactly what they're paying for. Consider showing this breakdown in the cart and at each checkout step.

Recover lost sales

Set up automated emails that remind customers about abandoned carts. Best practice is a sequence of 3 emails: first within 1 hour, second within 24 hours, and third within 48-72 hours with an incentive.

Multi-touch follow-up

Send follow-up emails with offers and incentives to return to their cart. Effective sequences might include social proof, urgency elements, and progressively stronger incentives (e.g., free shipping, discount).

Drive immediate action

Create urgency in emails, encouraging customers to complete the purchase. Use phrases like "Your cart is expiring soon!" or "Only 2 left at this price!" with prominent, contrasting CTA buttons.

Encourage faster decisions

Display messages like "Only X left" to encourage immediate action. Works best when inventory is genuinely limited. Can increase conversion rates by 5-15% when used authentically. Avoid fake scarcity that erodes trust.

Time-sensitive pressure

Add countdowns to emphasize time-limited offers on the checkout page. Effective for flash sales or promotions. Should be synced with actual offer expiration. Works best when paired with a real deadline (e.g., "Sale ends in 2:15:33").

Limited-time incentives

Highlight expiring discounts to encourage faster decisions. Works well when paired with actual deadlines (end of day/week). Can mention in cart/checkout: "Your 10% discount expires in 3 hours!"

Real-time help

Offer real-time support with live chat on the cart and checkout pages. Can reduce abandonment by answering last-minute questions. Best practice is to have it manned during peak hours with quick response times (<2 minutes).

Self-service help

Add a FAQ section on the checkout page to answer common questions. Should cover shipping, returns, payment methods, security, and contact information. Consider an expandable format to save space.

Multiple contact options

Provide support via email, live chat, and phone on the checkout page. Different customers prefer different channels. Having multiple options builds trust. Ensure consistent availability across channels.

Build credibility

Display product reviews and ratings to build trust. Products with reviews convert 3.5x better than those without. Show recent reviews with photos/videos when possible. Consider a third-party review platform for authenticity.

Security reassurance

Add security badges and payment method icons to reassure customers. Works best near checkout buttons. Use recognized trust marks like: Norton Secured, McAfee Secure, BBB Accredited, or PCI compliant badges.

Customer validation

Showcase customer testimonials to add credibility to your offers. Video testimonials work best. Include name, photo, and location for authenticity. Place near checkout or on product pages.

Third-party validation

Display logos of reputable publications or events that featured your brand. "As seen in" sections build authority. Only use authentic mentions from credible sources relevant to your audience.

Clear product information

Use clear, concise product descriptions with key benefits. Focus on how the product solves problems rather than just features. Include sizing info, materials, care instructions. Use bullet points for easy scanning.

Visual product representation

Ensure at least 3-5 high-quality product images (including lifestyle shots). Include different angles, close-ups of details, and products in use. Enable zoom functionality. Consider 360° views for higher-value items.

Always-visible CTA

Make sure the "Add to Cart" button is always visible as customers scroll. Sticky headers/buttons reduce friction in the purchase journey. Should appear after the product image is scrolled past on mobile.

Streamlined cart design

Design a clean, intuitive cart page with easy navigation. Should show product thumbnails, clear pricing, editable quantities, and prominent checkout button. Remove distractions like navigation menus.

Personalized engagement

Use behavioral targeting to offer personalized deals based on actions taken. Examples: Show related products based on browsing history, offer discounts after cart abandonment, or suggest complementary items.

Save for later

Allow customers to save cart items for later, making it easier for them to complete the purchase. Especially helpful for returning users. Can sync across devices when logged in. Include "Save for later" option alongside "Proceed to checkout."

Data-driven improvements

Use analytics to track and identify abandonment trends and areas for improvement. Look for patterns in exit pages, form fields causing drop-offs, or devices with higher abandonment. Tools like Hotjar can provide session recordings.

Reduce friction

Minimize the number of fields in checkout forms and use autofill options. Only ask for essential information. Group related fields logically. Use smart defaults where possible (e.g., detect country from IP).

Faster repeat purchases

Let customers save their shipping and payment information for quicker future checkouts. Requires secure storage of payment data (PCI compliance). Offer checkbox to "Save this information for next time."

Reduce purchase anxiety

Make return policies easy to find, especially during checkout. Clearly state timeframes, conditions, and processes. Consider offering free returns to increase conversion (though this impacts profitability, so test carefully).

Measure performance

Use analytics tools to monitor cart abandonment rates and make adjustments. Segment by traffic source, device type, and customer type. Benchmark against industry averages (typically 60-80% for ecommerce).

Direct customer insights

Collect customer feedback on checkout and abandonment to improve the experience. Use post-abandonment surveys or exit-intent popups asking why they're leaving. Common reasons: shipping costs, account creation, or just browsing.