We all know that cart abandonment is a problem. I mean, the average cart abandonment rate is a whopping 69.57%.
A staggering proportion of them drop off from the checkout page — but what’s interesting is — the reasons are easily improvable. Stuff like:
- Hidden costs & higher additional costs
- No guest checkout
- Complicated checkout process
- Lack of authenticity and sincerity in the website
- Unclear delivery & returns policies
- Limited range of payment options
By minimizing these factors and optimizing your checkout flow, you can increase conversions by as much as 35.62%.
Let’s take a look at how the cool brands do this.
35 eCommerce Checkout Page Examples You'll Love
The best checkout pages have all the same things in common — clear order details, guest checkout capabilities, several payment options, multiple delivery options, clear shipping & returns policy — but what drives them apart is the creativity and how well they execute it. Here are 35 stunning examples.
1. Infinite CBD
Based out of Colorado, Infinite CBD provides CBD products for a variety of needs. Customers can pick from a range of gummies, tinctures, topicals, and more.
The Infinite CBD checkout page is a great example of a checkout page that covers all the concerns that a customer faces on the checkout page with multiple payment options, alternative financing options, clear order summary, order notes, promo codes and loyalty points, etc.
What stands out: Alternative financing. The truth is that some customers simply prefer making small monthly installments than spending a big lumpsum. EMI & other financing options go a long way with that — and with platforms like Sezzle, they’re now easy to implement too.
2. Flo Living
Flo is a holistic women’s health brand that provides nutritional support, supplements, as well as the tools needed for women to maintain a healthy lifestyle.
The Flo checkout page has a clean and concise layout that allows returning customers to easily check out. The page is designed to offer convenience with multiple drop-down menus, autofill capabilities, and a seamless checkout process.
What stands out: The aesthetic. A checkout page serves two purposes: to get information and to provide information. However, often that leads to an overwhelming amount of information. Flo has been able to devise a checkout page so carefully that you have enough data to go by yet aren’t overwhelmed by it.
Allbirds specializes in making comfortable shoes and clothing with natural materials such as merino wool and eucalyptus.
The AllBirds checkout page prioritizes user convenience with features like guest checkout, order preview, progress bars, and clearly visible terms and conditions.
What stands out: Express checkout. One of the best tips for increasing conversions is enabling express checkout and optimizing the flow. Why? Because it quickly allows users to finish the purchase with ease without having to think twice.
Hey, have you seen this? The Best One-page Checkout Pages in eCommerce (2022)
Nixon is the go-to accessories brand for quality watches, premium apparel, backpacks, and more.
The Nixon checkout page is excellent for a brand in the luxury fashion space. It addresses all the major concerns of customers while maintaining a clear design aesthetic.
Drawing from this page, here’s a checklist you can borrow:
- Editable cart
- Free shipping
- Promo codes
- Trust seals
- Company policies
- Product warranties
- Payment options
- Customer care details & work hours
- Progress bar
- Continue shopping button
What stands out: Policies & warranties. The entire right-hand side of this checkout page is well appreciated to build authenticity and trust. Having customer care details, policies and T&C, and warranty information all helps to this effect.
Casper is an award-winning sleep essentials brand with products like mattresses and bedsheets that help people sleep better.
The Casper checkout page has an aesthetically pleasing layout that offers all the important information without diverting from the point of a checkout page: to complete the purchase.
The Order Summary is neatly arranged to the side with a breakdown of the costs as well as the guarantee for a free refund.
What stands out: ‘Talk to Casper’. While the full refund does catch our fancy, it is the little things that count. By making space for customers to speak with representatives even on the checkout page, Casper helps ensure that all queries are put to rest. Customers can then effortlessly check out and make their purchases.
Check out: eCommerce Checkout Process Optimization
A leading technology brand, Samsung provides cutting-edge electronics ranging from smartphones to home appliances.
The Samsung checkout page is a great example of a brand in the technology space. It offers multiple payment options, prominently displays trust seals, has a modifiable cart section, offers a place for the promo code, and has wishlist capabilities.
What stands out: The overall design. Everything on this page is well-thought-of and accounts for the shoppers’ mentality in the eCommerce electronics space.
Bonobos is a mens’ clothing brand that has an exclusive collection of spring pants, shirts, shorts, and swimwear.
Bonobos’ checkout page is simple and functional — it has minimal form fields for Shipping and Billing, and the Review page has all the essential elements: order details, shipping options, promo code, and the total cost.
What stands out: The shipping options. While Bonobos has a standard free delivery offering, they also have more options in the expandable menu. In the eCommerce space, it is essential to have such capabilities that allow customers to modify delivery timelines as per their convenience.
8. At Perry’s
At Perry’s specializes in healing crystals and gemstone jewelry and is committed to providing quality service, even offering a 90-day refund policy.
The At Perry’s checkout page is designed to appeal to their affluent audience. It neatly puts forward all elements without having any distractions or asking for too much. It also has a prominently displayed section for terms and policies.
What stands out: The coupon code section. By allowing room for discounts this early in the checkout process, customers can quickly calculate their savings and make their minds. What would elevate this is if the brand mentioned all possible savings schemes right on the checkout page.
Peloton is a holistic fitness brand that covers the full spectrum with classes, membership programs, accessories, and equipment.
Considering the nature of their business, the Peleton checkout page has capabilities to support both one-time payment as well as subscription models. To do this, they’ve enabled a variety of cards as well as Affirm. What’s also interesting is the way they breakdown their one-time costs into monthly estimates and show users how much value they’re bringing.
What stands out: 100 Day Free Trial. While this is not easily implementable for all eCommerce businesses, it works fabulously for Peleton as it instills trust. Most people looking to sign up for fitness classes are always worried that they won’t stick with it, this reassures them and encourages them to complete the order.
Check out: eCommerce Checkout Process Optimization
A millennial-driven brand, Everlane is known for its modern clothing and accessories.
The Everlane checkout page has a step-driven format with an expandable menu for each. This allows customers to fill the checkout page on their own time without being overwhelmed by a barrage of information. It finally ends with an order review and a prominently placed ‘Place Order’ tab.
What stands out: PayPal checkout. These checkouts allow customers to securely make their purchases without having to register with the brand. This gives them the flexibility as well as the ease to actually go ahead and complete the order.
11. Couture Candy
Couture Candy brings together a variety of prom dresses, wedding dresses, and gowns from exclusive designers at affordable prices.
Like Everlane, Couture Candy follows the step-by-step format for their checkout page. What’s even better is that they have a guest checkout & AmazonPay option on the very first step.
What stands out: Guest checkout. One of the biggest motivators in eCommerce is the need for speed — when customers can quickly complete their purchase, they’re more likely to check out and even make repeated purchases.
An oral health company, Quip is known for its people-first messaging as well as its durable range of products.
The checkout page Quip uses is a multi-page checkout flow that is optimized for subscriptions as well as one-time payments. What’s interesting is that they also offer gifting capabilities and let you fill in different addresses simultaneously, while also offering delivery options.
What stands out: Gifting capabilities. A lot of customers turn to eCommerce brands for their gifting solutions. By optimizing for this and providing gift wrapping as well as delivery options, brands can expand their vertical.
A fashion label, Zara is known for its trend pieces and millennial-forward collections.
Zara is known for its minimalist style and its checkout page is no less. With a limited number of form fields and a GMaps drop-down option, Zara’s checkout page is as effortless as the brand itself.
What stands out: Drop-down location charting. This not only allows customers to quickly offer their details, but it also makes it easier for delivery partners to find the address. It truly is a win-win for both.
14. Happy Socks
With a wide variety of socks, Happy Socks has built a reputation for having socks of all kinds: from the formal to the hilarious.
Happy Socks’ checkout page is as happy as the brand itself — it’s a fully functional yet concise checkout page that allows customers to complete their purchase in a few minutes.
What stands out: The format. The checkout page is a tab that opens on the same page. This is great because it allows customers to quickly checkout while also letting them look at the product page.
Glossier is a skincare brand that specializes in products that are intuitive and uncomplicated.
The Glossier checkout page is unique in that it has enabled a question-based format that keeps the conversation flowing and helps customers understand the deliverables well. They also offer guest checkout and have a fabulous overview of the order details.
What stands out: Conversational flow. In a world run on 0s and 1s, it is so important to bring a human element to your brand language and Glossier does that perfectly — even on the checkout page.
Associated with the world’s biggest athletes, Nike is a sports and lifestyle brand.
The Nike checkout page is perhaps one of the best layouts available, with several eCommerce brands driving inspiration from it. It is a multi-page process that accounts for all the necessary details while also keeping customers motivated with a great picture of their order.
What stands out: ‘Edit Cart’. Sometimes, people change their minds — and that’s okay. By allowing them to edit their cart from the checkout page, you will not only make things convenient for them but also be able to bag an increased order value.
You might like: 17 Unconventional Ways To Reduce Shopping Cart Abandonment
17. Dollar Shave Club
Dollar Shave Club is a subscription-based grooming brand that is known for its wide variety of products.
We love how the Dollar Shop prioritizes comfort every step of the way. By having options for log in and payments, a clear order summar, and autofill capabilities, they make filling this form a breeze.
What stands out: Social log in. Logging in through social media makes the entire process a breeze and allows customers to focus on what’s actually important: the payment details. We also love the trust seals they have prominently displayed at the bottom.
18. Chubbies Shorts
Specializing in “radical shorts for the weekend”, Chubbies Shorts goes the extra mile by providing free shipping, free exchanges, and guaranteed fits.
This checkout page is a fabulous example for those in the fashion space. It takes everything into consideration by having an editable cart, clear order summary, and even giving customers the chance to opt for text alerts.
What stands out: Editable cart. Especially when it comes to fashion, customers like being able to make changes even at the last moment. By allowing them to change the quantity, size, and even add/remove items, they help ease the last-minute anxiety that customers sometimes face.
19. Sierra Designs
Established in 1965, Sierra Designs has become a premier vendor for high-performance camping gear and outdoor clothing.
This page quickly captures all the necessary information before moving on to the next step: the payment. It provides an overview of the order and provides shipping costs for delivery.
What stands out: The shipping section. Why? It only asks for what’s needed to calculate the shipping cost (also providing free delivery where possible), before customers commit to the total cost. It keeps things transparent.
Brandless is an omnichannel commerce platform committed to helping people take care of themselves.
This checkout page is a classic. It has all the essential elements built on a classic template, yet what’s different about it is the colour palette. By maintaining a colour palette across the website, they can build it as a brand differentiator for a unique recall proposition like Amazon has in the example below.
What stands out: Email/text me with news and offers. Having this capability in place allows the brand to score some emails for their newsletters and then engage customers & drive more value.
Have you seen this? 15 High-converting examples of automated emails
MVMT is a millennial-forward brand that offers premium watches, blue light glasses, and more at reasonable prices.
The MVMT checkout page is a four-step process that may take longer to get through but ultimately works better for the brand considering the high-intent audience it serves.
What stands out: Progress bar. Having a progress bar keeps customers aware of their progress and helps ease their anxiety. It also lets them know when they’re about to finish and when they need to get their details out.
22. Bed, Bath & Beyond
Bed, Bath & Beyond is a global homeware brand known for its collection of bedding, bathroom, kitchen, and home décor.
This checkout page is optimized for speed and quick user check out. It prioritizes all the essential information while maintaining a coherent flow and letting customers check out in no time.
What stands out: Get text alerts for your order on your mobile. By having space for this feature, the brand builds on the innate curiosity and excitement of the customer, building a stronger relationship in the long term.
23. Crate & Barrel
Crate & Barrel is a modern furniture brand with a range of kitchen appliances, home decor items, dinnerware, etc.
The Crate & Barrel checkout page has a design aesthetic that prioritizes security, transparent pricing, and minimal form fields. It also offers drop-down menus to reduce the customers’ effort and a progress bar to keep them aware of their status.
What stands out: The transparent pricing. Offering a clear breakdown of costs is appreciated, no matter the industry. By enabling this, you can help ease some of the anxiety that customers face with eCommerce purchases.
24. Crazy Cups
Crazy Cups is a coffee company known for providing high-quality coffee and k-pods with exclusive flavors.
About the page: This checkout page is a classic. While it is built to look different, it is also functional and facilitates all the important steps. It’s a no-frills, no-nonsense approach to a checkout page.
What stands out: The ‘Attention’ notice below. Read the copy & you’ll know why.
Perhaps the biggest eCommerce retailer, Amazon is a marketplace platform that brings together a wide range of vendors and products.
Over the years, Amazon has built a standardized look for their pages — and there’s a reason why — it works. When you look at this page (and the colors it has), you know which brand it stands for and can immediately make the connection.
What stands out: The ‘branded’ appeal. By standardizing its page, Amazon has been able to successfully build a unique brand recall for itself.
Home of designer Erdem Moralioglu, ERDEM is a designer label that presents ready-to-wear apparel and accessories.
The ERDEM checkout page is a great example of a checkout page that is designed to cover all the concerns that a customer might face on the checkout page. Quick checkout options are available with ShopPay, PayPal, and GPay. The order summary is clear and easy to understand, and the breadcrumbs outline the steps. Promo codes or gift cards can also be applied here.
What stands out: Shop Pay. Shop Pay is a great tool for one-click checkout and makes the entire checkout process simpler and more streamlined.
27. Lord & Taylor
America’s first and oldest department store, Lord & Taylor is now making a comeback with this digital Collective Store through efficient eCommerce and personalized strategies.
The Lord & Taylor checkout page goes above and beyond to provide a great customer experience. Express checkout, guest checkout, breadcrumbs, clear order summary, gift card nudge, and transparent pricing all ease customers in this final step. This attention to detail is sure to please customers and encourage them to return in the future.
What stands out: Nudge to sign in. While the brand recognizes that it’s easier to checkout as a guest, they highlight the option to sign in and even remind customers of the loyalty points they win on their accounts.
28. Under Armour
A global presence, Under Armour is perhaps one of the biggest eCommerce retailers capturing the fitness & sports apparel market.
The Under Armour checkout page has many options for customers to choose from, including multiple payment options and alternative financing. The checkout page is also designed with an editable cart, guest checkout, wishlist nudge, free shipping & returns nudge, and detailed order summary.
What stands out: The ‘FREE U.S. Shipping Orders $99+ & FREE Returns’ nudge. It’s brilliant to include it so prominently on the checkout page because it not only encourages customers to buy more, it also eases their concerns and ensures them that if anything goes wrong they can easily make returns.
A British department store with a global presence, Debenhams offers everything from clothes to home decor to beauty products.
Their checkout page involves an efficient process that opens with customers having the option to choose between guest checkout and log in. Trust badges and payment options are prominently displayed with a ‘Secure Checkout’ nudge and Privacy and Terms & Conditions.
What stands out: The layout. It’s efficient, it’s easy to implement, and it’ll also help customers by providing them with all the information they need to get started.
A sportswear brand, Columbia is known for its tech-led approach with products that deliver maximum performance during adventure activities.
Their checkout page closely represents that. It is designed to optimize performance with a price breakdown, efficient layout, contrasting checkout button, and editable cart.
What stands out: The wishlist nudges. Sometimes, customers save products in their carts instead of the wishlist AND sometimes they need to bring products from wishlists to the cart. Having easy buttons that help them do that goes a long way in improving their checkout experience.
A design-led enterprise that transforms graphic designs into t-shirts, art prints, iPhone cases, etc. Threadless is known for its artist community.
Their checkout page makes sure to include a similar appeal. It is designed well, covers all the important information, and has CTAs highlighted in another color. The visual hierarchy is neat and the step-wise system keeps customers in the loop.
What stands out: The ‘Edit Your Cart’ option next right to Your Order. We all know it: customers sometimes change their minds. Accounting for it, and helping them do it in real-time, goes a long way.
32. S’Wheat Bottle
A sustainable organization, S’Wheat brings to you the world's first reusable water bottle made from sustainably sourced bamboo and wheat straw.
Their checkout page is designed to be simple, allowing them to process orders quickly, enable faster checkout, and collect all the relevant information that’s required.
What stands out: The email nudge is pre-enabled to get customers to sign up for emailers. If a customer truly wants to not receive emails, they’ll need to manually click on the button and remove the tick mark (something most customers skip).
A Texas-based specialty store, TYLER’S is known for its stylish lifestyle apparel, shoes, and accessories with options for people of all ages.
Their checkout page is designed to be the last step, building trust and satisfying customers to avoid buyers’ remorse. They have accounted for a three-step process with a clear order summary, an option to add discounts, a price breakdown, and a lock icon to denote secure checkout.
What stands out: Iconography. The lock icon shows that the checkout is secure, easing concerns and building trust for the payment gateway.
34. THE ICONIC
A premium online fashion & lifestyle retailer, THE ICONIC is an Australian-origin brand with a global presence offering clothing, sportswear, accessories, and beauty products.
Their checkout page is minimal and yet covers everything required in this final stage. There’s an editable cart, login nudge, delivery information, and a secure payment gateway.
What stands out: The no-returns alert. In the eCommerce world, we all acknowledge the importance of returns — but sometimes returns are simply not possible. In such a case, it helps to keep the customers informed on every stage of pre-purchase instead of having it sprung up on them after checkout.
A solely digital eCommerce website, MOUS is the go-to option for protective phone cases and other device accessories.
MOUS uses the Shopify checkout page but builds on it with a more customized approach. They’ve activated PayPal express checkout, have a clear price breakdown, and have a referral nudge.
What stands out: ‘Been referred by a friend?’ This brings attention to their referral marketing program and helps customers earn points for getting involved in it.
BONUS: Frequently Asked Questions
How do I create a checkout page?
Creating a checkout page is actually quite simple. You'll need to start by creating a form that includes all of the necessary fields for collecting information from your customers. Once you have your form created, you can add it to a page on your website.
There are a few things to keep in mind when creating your checkout page:
- Make sure that your checkout page is secure. You can add security by using an SSL certificate.
- Decide how you want to process payments. Make sure that you include clear instructions on your checkout page.
- Display trust badges and guarantees to ease any concerns your customers may have at this point.
- Include a thank you message. This is a nice gesture that will show your customers that you appreciate their business.
What should be included on a checkout page?
Creating a checkout page is relatively simple, but it's important to include all of the necessary information so that the customer can easily and successfully complete their purchase.
There are a few key elements that you'll want to include:
- A list of the items being purchased: This can be presented as a table or list and should include the quantity, item name, and price.
- A subtotal: This should be the total cost of the items being purchased, before any taxes or shipping fees.
- A form for the customer's billing and shipping information: This is where the customer will enter their name, address, and credit card information.
- A total: This is the final cost of the purchase, including all taxes and shipping fees.
- A button to submit the order: This can say "Place Order" or something similar.
Depending on how much you’d like to optimize the checkout page, you can also include express payment options, delivery information, social proof, trust badges, coupon codes, etc.
How do I optimize my checkout page?
If you're looking to optimize your checkout page, there are a few things you can do:
- Make sure your page is easy to navigate and understand. Customers should be able to find the information they need quickly and easily.
- Make sure that your page is loading quickly. No one wants to wait around for a slow page to load, so this is an important factor to consider.
- Provide multiple payment options. Customers should be able to choose the payment method that works best for them.
- Offer customer support. If something goes wrong or a customer has a question, they should be able to reach out to you for help.
By following these tips, you can create a checkout page that is easy to use and provides a great experience for your customers.
What is the checkout process?
The checkout experience takes customers through the final step, driving them from engagement to conversion.
The checkout process consists of an initial details form, a payment gateway, and a thank you page. It requests several types of crucial information — such as payment, address, and other personal details — from customers and hence needs to be extremely secure.
Done well, it can help increase average order value and even conversion rates for the company.
How do I create a better checkout experience?
To create a better checkout experience, you will need to streamline the process as much as possible. You don't want to include too many steps or make the process too complicated.
There are a few steps you can follow to create a better checkout experience:
- Keep it simple. The fewer steps and fields there are in your checkout experience, the better. Customers should be able to complete their purchases quickly and easily.
- Use clear and concise copy. Don't use jargon or dense blocks of text. Make sure your copy is easy to read and helps customers understand exactly what is needed to progress to the next step.
- Offer guest checkout. Allowing customers to checkout as guests will help reduce friction and increase conversions.
- Use trust signals across the entire journey. Displaying trust signals — such as customer testimonials, security seals, and badges — on your checkout page, payment page, and even cart page can help increase customer confidence and reduce anxiety.
By following these tips, you can create a better checkout experience for your customers and help increase conversions.
The checkout process is the final step in the sale. It’s important to make it count.
A great checkout page has to strike a fine balance between offering all the necessary information, yet still building enough excitement for your customers to look forward to it.
It needs to reduce anxiety and increase confidence in the buying process. It needs to establish trust.
If you’re trying to decide what checkout page you’ll use for your eCommerce store, the above should provide you with plenty of excellent options to choose from.
And don’t worry if none of them is a perfect fit — there’s always room for creativity.
The Ultimate Guide: eCommerce Checkout Process Optimization