A visitor at checkout has already decided. Everything that happens next either completes the sale or loses it, which makes checkout the highest-leverage part of an online store.
Remove every avoidable step
- Offer guest checkout without argument
- Ask only for information required to fulfil the order
- Autofill address from postcode where possible
- Keep the whole flow on one page or show clear progress
- Never make people re-enter details after an error
Show total cost early
Unexpected shipping and tax at the final step are among the most cited reasons for abandonment. Show the full figure as early as you can, even approximately.
Handle errors kindly
Validate inline as people type, keep everything they have entered, and say precisely what is wrong. A declined payment should not clear the basket or the form.
Payment options matter
Offer the methods your market actually uses, including local wallets and instalments where relevant. Each additional relevant method removes a reason to leave.
Measure the funnel step by step
Instrument each step and find where people leave. The answer is often one specific field or one unexpected charge, and it is rarely where the team assumed.
Improving checkout by a single percentage point is usually cheaper than increasing traffic by ten.
Where to start
Complete your own checkout on a phone, on a slow connection, as a new customer. Note every moment of hesitation; those are your fixes.
