10 Ecommerce Checkout Best Practices to Improve the Checkout Experience and Increase Conversions

The checkout process is one of the most critical stages in an ecommerce website. It is where the customer completes their purchase and becomes a loyal customer. However, it is also where many potential customers abandon their carts and leave the website without buying anything. According to a study by Baymard Institute, the average cart abandonment rate across different industries is 69.57%. This means that more than two-thirds of online shoppers do not finish their transactions.

How can ecommerce businesses reduce cart abandonment and increase conversions? The answer lies in optimizing the checkout experience and making it as easy, fast, and secure as possible for the customer. In this blog post, we will share 10 ecommerce checkout best practices that can help you improve the checkout experience and boost your sales.

1. Offer multiple payment options

One of the main reasons why customers abandon their carts is because they do not find their preferred payment method on the website. Customers have different preferences and expectations when it comes to paying online. Some may prefer to use credit cards, while others may opt for digital wallets, mobile payments, or cash on delivery. Therefore, it is important to offer multiple payment options that cater to the needs and preferences of your target audience.

By offering multiple payment options, you can increase the chances of converting customers who may otherwise leave your website due to the lack of their preferred payment method. You can also increase customer trust and satisfaction by providing secure and reliable payment options that protect their personal and financial information. Some of the most popular payment options that you can consider adding to your website are:

• Credit cards and debit cards
• PayPal
• Apple Pay
• Google Pay
• Amazon Pay
• Stripe
• Klarna
• Afterpay
• M-Pesa

2. Allow guest checkout

Another common reason why customers abandon their carts is because they are forced to create an account or sign in before they can complete their purchase. Many customers find this step unnecessary, time-consuming, and intrusive. They may not want to share their personal information, or they may not want to receive promotional emails from the website. Therefore, they may decide to leave the website and look for another option that does not require them to register or sign in.

To avoid losing these customers, you should allow them to checkout as guests. Guest checkout is a feature that lets customers complete their purchase without creating an account or signing in. They only need to provide the essential information, such as their name, email, address, and payment details. This way, you can reduce the friction and hassle in the checkout process and make it faster and easier for the customer.

However, this does not mean that you should not encourage customers to create an account or sign in. Creating an account or signing in can have many benefits for both the customer and the business, such as:

• Saving the customer’s information for future purchases
• Allowing the customer to track their orders and view their order history
• Providing the customer with personalized recommendations and offers
• Collecting the customer’s data and feedback for marketing and analytics purposes

Therefore, you should still offer the option to create an account or sign in, but you should not make it mandatory. You can also use incentives, such as discounts, free shipping, or loyalty points, to entice customers to create an account or sign in. However, you should make sure that these incentives are clear and transparent, and that they do not interfere with the checkout process.

3. Optimize the checkout page design

The design of the checkout page can have a significant impact on the checkout experience and the conversion rate. A poorly designed checkout page can confuse, distract, or frustrate the customer, and make them abandon their cart. On the other hand, a well-designed checkout page can guide, reassure, and persuade the customer, and make them complete their purchase. Therefore, you should optimize the checkout page design and make it as user-friendly and appealing as possible.

Some of the best practices for optimizing the checkout page design are:

• Use a simple and clean layout that eliminates any unnecessary elements, such as banners, ads, or links, that may divert the customer’s attention from the checkout process.
• Use clear and consistent labels, headings, and buttons that indicate the purpose and function of each element on the page.
• Use a progress indicator that shows the customer how many steps are left in the checkout process and what information they need to provide in each step.
• Use a responsive design that adapts to different screen sizes and devices, such as desktops, laptops, tablets, or smartphones, and ensures that the checkout page is easy to view and navigate on any device.
• Use a contrasting color scheme that highlights the important elements on the page, such as the call to action buttons, the total price, or the security badges, and draws the customer’s attention to them.
• Use images and icons that enhance the visual appeal and clarity of the page, such as the product images, the payment logos, or the delivery icons, and help the customer to identify and verify the information on the page.

4. Provide clear and accurate information

One of the main goals of the checkout process is to provide the customer with clear and accurate information that helps them to make an informed and confident decision. Customers want to know what they are buying, how much they are paying, and when they will receive their order. If they do not find this information on the checkout page, or if they find conflicting or misleading information, they may lose trust and interest in the website and abandon their cart.

Therefore, you should provide clear and accurate information on the checkout page and make sure that it matches the information on the product page and the cart page. Some of the information that you should provide on the checkout page are:

• The product name, image, description, quantity, and price
• The subtotal, taxes, shipping fees, discounts, and total price
• The shipping method, delivery time, and tracking number
• The payment method, billing address, and transaction confirmation
• The return policy, warranty, and customer service contact details

You should also make sure that this information is easy to find and understand, and that it is updated in real time as the customer changes their options or inputs their information. You should also use clear and concise language that avoids any jargon, ambiguity, or errors.

5. Reduce the number of fields and steps

Another way to improve the checkout experience and increase conversions is to reduce the number of fields and steps that the customer has to fill out and complete in the checkout process. The more fields and steps that the customer has to go through, the more time and effort that they have to spend, and the more likely that they will make mistakes or lose interest. According to a study by Formisimo, the average checkout form has 14.88 fields, but only 8.08 fields are necessary. This means that more than 40% of the fields are redundant and can be eliminated.

By reducing the number of fields and steps, you can make the checkout process faster and easier for the customer, and reduce the chances of errors or abandonment. Some of the ways to reduce the number of fields and steps are:

• Use autofill and autocomplete features that automatically fill out the customer’s information, such as their name, email, address, or payment details, based on their browser or device settings, or their previous purchases.
• Use smart defaults and pre-selected options that automatically choose the most common or suitable options for the customer, such as their country, currency, or shipping method, based on their location, preferences, or behavior.
• Use checkboxes and dropdown menus that allow the customer to select multiple options with a single click, instead of typing or scrolling through long lists of options.
• Use a single-page checkout that displays all the information and options on one page, instead of splitting them into multiple pages or steps, and allows the customer to edit or review their information without leaving the page.

6. Provide free or discounted shipping

Shipping fees are one of the biggest factors that influence the customer’s decision to buy or not to buy online. According to a study by Statista, 63% of online shoppers in the United States said that free shipping was the most important option during checkout. Conversely, high or unexpected shipping fees are one of the main reasons why customers abandon their carts. According to another study by Statista, 50% of online shoppers in the United States said that they abandoned their carts because the shipping costs were too high.

Therefore, providing free or discounted shipping can be a powerful incentive to persuade customers to complete their purchase and increase conversions. Free or discounted shipping can also increase customer satisfaction and loyalty, as customers feel that they are getting a good deal and saving money. Some of the ways to provide free or discounted shipping are:

• Offer free shipping on all orders, regardless of the order value, size, or destination. This is the simplest and most effective way to provide free shipping, but it may also be the most costly and risky for the business, as it may reduce the profit margin or increase the operational costs.
• Offer free shipping on orders above a certain threshold, such as $50, $100, or $200. This is a more balanced and strategic way to provide free shipping, as it can encourage customers to spend more and increase the average order value, while also reducing the shipping costs for the business.
• Offer free shipping on selected products, categories, or occasions, such as bestsellers, new arrivals, or seasonal sales. This is a more targeted and flexible way to provide free shipping, as it can attract customers to specific products or offers, and create a sense of urgency or exclusivity, while also allowing the business to control the shipping costs and inventory.

• Offer discounted shipping on all orders, regardless of the order value, size, or destination. This is a more affordable and competitive way to provide shipping, as it can reduce the shipping fees for the customer and the business, while also matching or undercutting the shipping rates of the competitors.

7. Offer multiple shipping options

Besides the shipping fees, another factor that affects the customer’s decision to buy or not to buy online is the shipping speed and reliability. Customers have different expectations and preferences when it comes to how fast and how safe they want their orders to be delivered. Some customers may be willing to pay extra for faster or guaranteed delivery, while others may be satisfied with standard or economy delivery. Therefore, it is important to offer multiple shipping options that cater to the needs and preferences of your target audience.

By offering multiple shipping options, you can increase the chances of converting customers who may otherwise leave your website due to the lack of their preferred shipping option. You can also increase customer trust and satisfaction by providing reliable and trackable shipping options that ensure that their orders arrive on time and in good condition. Some of the most popular shipping options that you can consider adding to your website are:

• Standard shipping: This is the most common and affordable shipping option that usually takes 3 to 7 business days to deliver the order within the same country or region.
• Express shipping: This is a faster and more expensive shipping option that usually takes 1 to 3 business days to deliver the order within the same country or region.
• Next-day shipping: This is the fastest and most costly shipping option that guarantees to deliver the order by the next business day within the same country or region.
• International shipping: This is a shipping option that allows you to deliver the order to customers in other countries or regions, but it may also involve additional fees, taxes, or customs duties.
• Free in-store pickup: This is a shipping option that allows the customer to pick up their order from a nearby physical store or location, instead of having it delivered to their address. This can save the customer and the business the shipping fees and time, and also provide the customer with the opportunity to see or try the product before taking it home.

8. Use trust signals and security badges

One of the biggest challenges and risks of online shopping is the security and privacy of the customer’s personal and financial information. Customers want to make sure that their information is safe and protected from hackers, fraudsters, or identity thieves. If they do not trust the website or the payment provider, they may hesitate or refuse to enter their information and complete their purchase. According to a study by Baymard Institute, 17% of online shoppers in the United States said that they abandoned their carts because they did not trust the website with their credit card information.

Therefore, using trust signals and security badges can be an effective way to increase the customer’s confidence and trust in the website and the payment provider, and reduce their anxiety and doubt. Trust signals and security badges are visual indicators that show the customer that the website and the payment provider are legitimate, reputable, and secure, and that they follow the best practices and standards of online security and privacy. Some of the trust signals and security badges that you can use on your checkout page are:

• SSL certificate: This is a digital certificate that encrypts the data that is transferred between the customer’s browser and the website’s server, and prevents anyone from intercepting or tampering with it. You can tell if a website has an SSL certificate by looking at the URL, which should start with https instead of http, and by looking at the padlock icon next to the URL, which should be green or locked.
• PCI compliance: This is a set of rules and regulations that ensure that the website and the payment provider follow the best practices and standards of handling and processing the customer’s credit card information, and protect it from unauthorized access or use. You can tell if a website and a payment provider are PCI compliant by looking for the PCI logo or the PCI DSS (Payment Card Industry Data Security Standard) seal on the checkout page or the payment page.
• Trust seals: These are logos or badges that show the customer that the website and the payment provider are verified, certified, or endorsed by a third-party authority, organization, or company, such as the Better Business Bureau, Trustpilot, Google, or Norton. These trust seals can indicate that the website and the payment provider have a high level of customer satisfaction, quality, or security, and that they have passed the audits or tests of the third-party authority, organization, or company.
• Customer reviews and testimonials: These are feedback or comments from previous or existing customers that show the customer that the website and the payment provider are reliable, trustworthy, and reputable, and that they have delivered the products or services as promised. These customer reviews and testimonials can also provide the customer with useful information, tips, or recommendations about the products or services, and help them to make a better decision.

9. Use urgency and scarcity tactics

Another way to improve the checkout experience and increase conversions is to use urgency and scarcity tactics that motivate the customer to act fast and buy now, instead of delaying or abandoning their purchase. Urgency and scarcity tactics are psychological triggers that create a sense of fear of missing out (FOMO) or loss aversion in the customer, and make them feel that they have to buy the product or service before it runs out of stock, expires, or increases in price. According to a study by ConversionXL, adding urgency and scarcity tactics to the checkout page can increase the conversion rate by 9.64%.

However, you should use urgency and scarcity tactics with caution and moderation, as they can also backfire and damage the customer’s trust and satisfaction, if they are used too frequently, too aggressively, or too dishonestly. You should only use urgency and scarcity tactics when they are relevant, realistic, and reasonable, and when they are based on true and verifiable facts or data. Some of the urgency and scarcity tactics that you can use on your checkout page are:

• Countdown timers: These are timers that show the customer how much time they have left to buy the product or service at a discounted price, or to get a free or fast shipping, or to qualify for a special offer or a bonus. These countdown timers can create a sense of urgency and pressure in the customer, and make them feel that they have to buy the product or service before the time runs out and they lose the opportunity.
• Stock indicators: These are indicators that show the customer how many units of the product or service are left in stock, or how many people are viewing or buying the product or service at the same time. These stock indicators can create a sense of scarcity and competition in the customer, and make them feel that they have to buy the product or service before it runs out of stock or before someone else buys it.
• Social proof: These are messages or notifications that show the customer the popularity, demand, or success of the product or service, such as the number of sales, reviews, ratings, or awards that the product or service has received, or the names or locations of the customers who have bought the product or service recently. These social proof messages can create a sense of validation and recommendation in the customer, and make them feel that they have to buy the product or service because it is trusted, liked, or approved by many other people.

10. Provide a clear and compelling call to action

The last but not the least best practice for improving the checkout experience and increasing conversions is to provide a clear and compelling call to action that tells the customer what to do next and encourages them to do it. The call to action is the button or the link that the customer has to click or tap to complete their purchase and confirm their order. It is the final and most important step in the checkout process, and it can make or break the conversion.

Therefore, you should optimize the call to action and make it as visible, attractive, and persuasive as possible. You should also avoid any distractions, interruptions, or errors that may prevent the customer from clicking or tapping the call to action, or that may cause the customer to change their mind or regret their decision. Some of the best practices for optimizing the call to action are:

• Use a contrasting color that stands out from the background and draws the customer’s attention to the call to action.
• Use a large and prominent size that makes the call to action easy to see and click or tap on any device or screen size.
• Use a clear and concise text that indicates the purpose and the benefit of the call to action, such as “Buy Now”, “Place Order”, or “Complete Purchase”.
• Use a positive and active voice that conveys a sense of confidence and excitement in the customer, such as “Yes, I want this”, “Claim your offer”, or “Get it before it’s gone”.
• Use an icon or an emoji that enhances the visual appeal and the emotion of the call to action, such as a shopping cart, a check mark, or a smiley face.

Conclusion

The checkout process is a crucial stage in the ecommerce journey, as it is where the customer decides whether to buy or not to buy from your website. By following the 10 ecommerce checkout best practices that we have discussed in this blog post, you can improve the checkout experience and increase conversions. You can also increase customer satisfaction and loyalty, and grow your ecommerce business.

Here is a summary of the 10 ecommerce checkout best practices that you should implement on your website:

• Offer multiple payment options
• Allow guest checkout
• Optimize the checkout page design
• Provide clear and accurate information
• Reduce the number of fields and steps
• Provide free or discounted shipping
• Offer multiple shipping options
• Use trust signals and security badges
• Use urgency and scarcity tactics
• Provide a clear and compelling call to action