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.

The checkout page plays a huge role in ecommerce success

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.

11 ways to improve an ecommerce checkout page

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.

  1. Clear Out All Clutter: Remove the navigation bar, links, and all unnecessary elements that could distract the shopper from the checkout process. Also keep checkout forms as simple as possible, including essential fields only.
  2. Minimize Steps and Show Progress: It is best to use only three or four steps in the checkout flow and to merge steps onto a single page when possible. An example might be a three-page process as follows: Shipping/Billing, Make Payment, and Review/Place Order. Use a visual progress indicator to show customers where they are in the process and eliminate any potential confusion.
  3. Don't Require Registration: Allow shoppers to check out as guests rather than force a decision between registering and abandoning the cart. Do offer a discount for email newsletter sign-up before the checkout process begins, however, so you can remarket if the cart is abandoned.
  4. Multiple Payment Options: Many abandon carts because they cannot use their preferred credit card or because they prefer to use Paypal instead of entering a credit card number and billing address. Accommodate them as much as possible.
  5. Offer Free or Low Shipping: Forty-four percent of carts are abandoned because the customer dislikes the shipping costs. Be transparent about shipping before a buyer even reaches the checkout page, and try to reduce this cost as much as possible.
  6. Allow Easy Resumption: Make your site remember cart contents so that if shoppers return after leaving their carts, they can easily resume and finish the purchase.
  7. Gifting / wrapping options: Especially around the holidays, making these easily accessible from the checkout page will make a site more appealing to gift shoppers.
  8. Add security seals and payment logos: Many buyers can be hesitant to provide their payment details online, due to scamming risks. Including the official logos of payment processing systems and other security-related emblems helps assure them of their safety.
  9. 'Continue Shopping' Button: Sometimes customers simply want to review their cart. Ecommerce sites should make it easy for them to return to the catalog for further shopping.
  10. Recommended products: Like the 'impulse buy' aisle at supermarket checkouts, including a few low-cost recommendations on the checkout page can easily lead to increased orders with little risk of losing a sale.
  11. Display total savings: Just as with offline stores, buyers can be encouraged to continue the process if the checkout is reminding them of how much money they're saving with their purchase.

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