Definition: A Checkout Page is an ecommerce website page that a shopper sees during the checkout process. Those wishing to purchase a product/service will move through a series of checkout pages in step-by-step fashion until the transaction is finalized.
Consider that 70% of all online shopping carts are abandoned and that a mere two-second increase in checkout page load time can cause shopping cart abandonment to spike by 87%, and it is already clear how important the checkout page is to the profitability of online businesses.
When a customer enters a checkout flow, the transaction is far from complete. A number of factors can dissuade someone from following through with a purchase — even if they were interested enough to begin the process in the first place. Optimizing a checkout page to simplify the customer buying experience is one of the foundational goals of every online store.
There is no set of definitive optimization techniques that's sure to work for every business. Your customers, brand, and products form a unique set of circumstances that can only be tested to understand what works and what doesn't. Try some of the following tips to improve your ecommerce checkout page and increase conversion.