Research shows that 69% of all eCommerce shoppers abandon checkout.
You’ll see many eCommerce checkout best practices on the internet.
But, how will you know which strategies work and which don’t?
That’s why, we spoke to numerous eCommerce store owners and industry experts to find out what’s worked for them.
Let’s dive in.
19 Best Practices to Improve eCommerce Checkout Experience
1. Consider single-page checkout
To enhance the checkout experience, a single-page checkout system can effectively optimize user convenience, and substantially increase the checkout rate.
Tadas Pukas, Founder and CEO, MinimalisticLinen, says, ‘After examining user data, we saw that a considerable number of prospective customers dropped off as a result of uncertainty or distractions. So we quickly customized our checkout page for mobile, allowing customers to navigate and buy on any device easily. These methods solved problems and improved user happiness and conversion rates.’
2. Apply visual cues
It's essential to consider every step of the checkout experience.
Ensure customers are provided with clear information through visual cues.
Show what they need to do next, without overwhelming them or making them feel pressured into a sale.
‘We indicated something like "Select the number of items after choosing your product," so customers know they have the freedom to choose their desired quantity later in the process. This approach can reduce pressure and increase their comfort level with purchasing,’ says Dr. Hamdan Abdullah Hamed, Board-Certified Dermatologist and Co-Founder, Power Your Curls
3. Validate before purchase
Before hitting checkout, many shoppers want to make sure they have added the right products to cart.
‘Integrate product thumbnails at various points during the checkout process to serve as visual reminders for customers of the things they have selected,’ says Draven McConville, CEO & Founder, Klipboard
4. Enable ‘edit’ option
Shoppers mustn’t go back to ‘shopping mode’ from the checkout page.
‘One problem we recently fixed was how we allow users to edit their delivery information in the checkout while trying to keep them in the checkout flow.’ Kathrina, Marketing team, Droppe
5. Enable ‘save for later’ for carts
Here are some benefits of implementing saving carts:
- let shoppers save products for later
- insight into customer preferences, and
- analyze which items are frequently saved
‘A “save for later” option for out-of-stock or undecided items can enhance the overall shopping experience and keep potential sales in the pipeline, all contributing to a reduction in cart and checkout abandonment rates,’ elaborates David Godlewski, CEO, Intelliverse
6. Enable shipping calculator
To improve their eCommerce checkout experience, Ammo.com ran a survey among both loyal and new shoppers and a significant 25.6% pointed out the lack of transparency in shipping and tax costs as a major hurdle.
Consequently, they introduced a tax and shipping cost calculator that prompts shoppers to enter their ZIP code and get an estimate of the relevant costs.
Alex Horsman, Head of Marketing, Ammo.com commented, ‘This small addition made a huge difference. Shoppers appreciate the transparency. It's reflected in their behavior—as seen in Google Analytics session analysis, they complete purchases or adjust their order to align with their budget. This tweak was a game-changer—it slashed cart abandonment rates. No surprises, just good business.’
7. Offer free shipping
Free shipping is a default eCommerce checkout best practice.
Nikhil Jogia, Managing Director, Jogia Diamonds, elaborates, ‘By offering free shipping, we minimized cart abandonment and improved the overall value proposition of our products. This strategic move proved to be a game-changer, increasing customer satisfaction and sales.’
8. Multiple payment options
If you are a new brand on the block, then most shoppers abandon carts due to a lack of familiarity and established trust.
‘To reduce risk, we added Amazon Pay as a payment method and put the logo front and center. By leveraging Amazon as a trust factor, my conversion rate increased significantly for higher-priced items,’ said Jason Vaught, Director of Content, SmashBrand
9. Enable biometric payment for mobile shoppers
Researchers predict that the biometric payment cards market will grow at a CAGR of 62.3% to USD 15498.82 million by 2032.
‘We streamlined our checkout process and a frictionless payment alternative that employs biometric authentication was implemented. By mitigating the issue of customers abandoning the checkout process as a result of security apprehensions and protracted payment procedures, this approach substantially increased the checkout rate,’ says Steven Athwal, Managing Director and Tech Enthusiast, The Big Phone Store
10. Increase AOV with AI recommendations
AI-driven personalized recommendations are the newest entry into eCommerce checkout best practices.
Steven Athwal, Managing Director and Tech Enthusiast, The Big Phone Store elaborates,
‘According to our analysis, customers typically left without purchasing supplementary products. The AI recommendation engine offers relevant items during the shopping experience, reducing cart abandonment and improving the buying experience.’
11. Implement guest checkout (or better alternatives)
Almost 60% of all online retailers offer guest checkout as an option to make first-time purchases go faster.
‘A guest checkout option significantly reduced friction, resulting in increased conversions and a smoother checkout process’, says Dhari Alabdulhadi, CTO and Founder, Ubuy Kuwait
However, there’s a catch:
Shoppers don’t leave behind vital information.
A big hurdle to implementing any other eCommerce checkout best practices.
Here are some guest checkout alternatives you can consider:
✔️Offer social account signups
✔️Enable sign-up after checkout
✔️Prompt wishlist sign-ups
✔️Request for sign-ups through referrals
✔️Ask for newsletters and text sign-ups
12. Clearly outline store policies
Shoppers are often fickle about their purchases.
They would like to have the flexibility of returns.
Especially during holidays.
‘Publish clear and understandable information about shipping and returns. This can put buyers at ease and encourage them to complete the purchase. Throughout the entire checkout procedure, you can also use appealing language,’ says Michael Wall, Founder, Codefixer
13. Communicate even after the purchase
A post-purchase follow-up email campaign can improve customer satisfaction, reduce return rates, and increase customer loyalty.
‘For example, if a customer experienced a technical error during checkout, a post-purchase follow-up email can apologize for the inconvenience, offer a discount on their next purchase, and ensure a smoother experience in the future’, Yoana Wong, Co-Founder, Secret Florists
14. Streamline high-value purchases
Transactions over a certain amount often fail due to fraud prevention measures, payment processing limits, and bank customer protection policies.
‘To address this, we implemented a new strategy: for items priced over $3,000, customers are now prompted to submit a contact form. Our cart abandonment rate dropped by 45%. We have seen a spike in sales of our high-end equipment. It's a win-win: customers feel more secure, and we're selling more of our premium products,’ says Lev Tretyakov, CEO and Sales Director, Fortador
15. Try the checkout process yourself
Putting yourself in your customer’s shoes can effectively test the checkout experience and make the process as simple and seamless as possible.
‘How many steps will you take until you make a purchase? Is it confusing? Make sure if a shopper adds to cart on their laptop, but wants to complete the order on their phone, the experience is seamless and friction-free,’ elaborates Christy Pyrz, CMO, Paradigm Peptides
16. Personalize user experience
As part of eCommerce checkout best practices, you can never go wrong by personalizing the UX.
‘Use a checkout progress bar to update customers on their order status. As a result, you’re less likely to abandon your shopping cart out of fear,’ commented Michael Wall, Founder, Codefixer
17. Fix technical issues
Technical difficulties can be a hindrance in smooth running checkout experiences.
‘We ensured our website was optimized for different browsers and devices to solve this issue. We also added customer support options during the checkout process so customers can easily contact us for assistance.’ says David Zhang, CEO, Kate Backdrop
18. Offer more payment options
‘If the store offers limited payment options, customers who prefer alternative methods may abandon their carts. Expand the range of payment options to cater to different customer preferences,’ Illia Mundut, CEO and Founder, Heftyberry
19. Leverage social proof
‘Leveraging social proof greatly improved our add-to-cart and checkout rates in nearly every A/B test on our web pages. We showed off the awards our travel backpacks have won alongside user-generated videos from social media, significantly reducing our abandoned cart rates,’ commented Benjamin Beck, Marketing, Tortuga Backpacks
More on eCommerce Checkout Best Practices
1. How do you upsell at checkout?
Upselling at checkout involves suggesting additional or upgraded products or services to potential customers who have already decided to make a purchase.
Here are some tips for upselling at checkout:
Offer add-ons: This is a classic upselling technique that can be used in a variety of ways. For example, you could offer a free gift with a purchase, a discount on a related product, or a bundle of products that are often purchased together.
Cross-sell complementary products: This is another common upselling technique. For example, if a customer is buying a new laptop, you could suggest that they also purchase a laptop bag or a mouse.
Promote premium products: If you have a premium product that is more expensive than the standard option, you can try to upsell customers to this product by highlighting its benefits. For example, you could say that the premium product is made with higher-quality materials or that it comes with a longer warranty.
Offer personalized recommendations: This is a more sophisticated upselling technique that requires some data analysis. You can use customer data to identify products that are likely to be of interest to each customer, and then you can offer these products at checkout.
Use clear and concise language: Make sure that your upsell offers are easy to understand.
Be patient: Don't give up if the customer doesn't immediately take you up on your offer.
Be persistent: Don't be afraid to ask the customer again if they're still undecided.
Offer a discount: If the customer is still hesitant and you see many checkout abandonment rates, you can try offering a discount.
2. Why do customers abandon their carts?
Here are some common reasons why customers abandon their carts:
High shipping costs: Customers may be reluctant to complete a purchase if the shipping costs are too high.
Long checkout process: Customers may become frustrated if the checkout process is too long or complicated.
Unclear payment options: Customers may be hesitant to complete a purchase if they are not sure how to pay.
Security concerns: Customers may be worried about their credit card information being stolen if they make a purchase online.
Negative shopping experience: Customers may have had a negative shopping experience in the past, which may make them less likely to complete a purchase.
Unexpected costs: Customers may be surprised by unexpected costs, such as taxes or shipping fees, which may cause them to abandon their carts.
Lack of trust: Customers may not trust the company they are buying from, which may make them less likely to complete a purchase.
Comparison shopping: Many shoppers use carts as a way to compare prices across different sites or to save items for later decision-making.
Technical Issues: Glitches, errors, or slow loading times during the checkout process frustrate customers and might cause them to leave.
Lack of payment options: Limited payment options can be a barrier. If a preferred method isn’t available, customers may abandon their carts.
3. How do you reduce eCommerce checkout abandonment?
Here are some ideas on how to reduce eCommerce checkout abandonment:
Offer multiple payment options: Give customers the option to pay with their credit card, debit card, PayPal, or other payment methods.
Display shipping costs upfront: Don't surprise customers with hidden shipping costs at checkout.
Offer free shipping on orders over a certain amount: This is a great way to incentivize customers to complete their purchases.
Speed up your checkout process: Use a fast, reliable checkout platform that doesn't require customers to create an account.
Personalize your checkout process: Use customer data to personalize the checkout process and make it more relevant to each customer.
Offer a secure checkout process: Use a secure checkout platform that protects customer data from fraud.
Provide clear and concise instructions: Make sure your checkout process is easy to understand, with clear and concise instructions.
Offer a live chat option: If customers have any questions or concerns, give them the option to chat with a live representative.
Offer a seamless post-purchase experience: Send customers a confirmation email with their order details and tracking information.
By following these tips, you can reduce ecommerce checkout abandonment and increase your sales.
Before you go...
98% of visitors who visit an eCommerce site—drop off without buying anything.
Why: user experience issues that cause friction for visitors.
And this is the problem Convertcart solves.
We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.
How we can help you:
Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.