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.
25 Stunning Examples of Checkout Pages
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 25 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.
The Ultimate Guide: 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.
Hey, you'll love this: Free Shipping: Still a Conversion Driver in 2022? (+ Brands Nailing It)
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.
The Ultimate Guide: 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.
Hey, check this out: 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.
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