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Conversion Optimization

24 effortless Shopify checkout page customizations that increase sales

Nearly 80% of visitors of a Shopify store never checkout - costing your business tons of sales. Here are 24 simple Shopify checkout page changes that boost conversions. Check it out.

24 effortless Shopify checkout page customizations that increase sales

The checkout page is the final destination of every eCommerce store.   

Amongst other reasons, customers tend to abandon their cart because they 

- find high extra costs (shipping, tax, fees)

- have to create an account, and

- see unclear shipping info.

Studies show that checkout optimization can recover up to $260 billion worth of lost orders. 

Read on to unlock 24  in-depth customization strategies that’ll boost your Shopify store checkout page conversions.

24 fast and easy Shopify checkout page customizations that drive more sales

1. Upsell smartly (recommend relevant products)

A great way to improve conversions is by recommending similar products on your checkout page. Your customers will see something they might be interested in and add it to their current purchase. Stores where customers clicked on the recommendations saw a 26% increase in their revenue.

The plus side is, if they are not ready to purchase it on the spot, you’ve given them a reason to come back to your store. In a recent study, 56% of customers return to websites that recommend products. So in the long run, it’s a win-win.

Research has shown that revenue is actually attributed to recommendations. For instance, 35% of Amazon’s revenue is generated by their recommendations engine.

Upsell recommended products

Always ensure that your recommendations are easy to add to cart so your customers don’t have to struggle to get them.

You can do this on Shopify by injecting a recommendations object in your code. Learn more about recommendations object here.

You can also add a progress bar to upsell. This is a creative way to encourage people to add more products to their cart. This is how it looks 

Shopify customization cart page

You can do this easily using apps like Completo ‑ In Cart Upsell.

2. Make delivery easy for them (add a date picker)

When you offer more than one delivery option, you’re giving your customers choice and control over their orders. Customers feel that you’re also going an extra mile to provide convenience to them.

Terrebleu easy delivery checkout

In the example above, see how Terrebleu offers a shipping and pickup option. While deliveries may seem like the go-to option, they added an option for some of their customers who might just want to go on a drive or pick it up during their daily runs.

Another e-commerce store that does this well is Amazon. They offer same day delivery, a next day delivery and even a free delivery. This all depends on the customer’s preference. For instance, the free delivery might take a longer shipping period.

So If you can, introduce a delivery window so they know when to expect their package.

On Shopify, you can add a calendar on your checkout page so that customers can select a delivery date based on the available dates you provide. All you have to do is add a jQuery in your theme liquid, create a delivery snippet and add the snippet into your checkout page. That’s simply how to add a delivery date picker to your cart.

3. Make shopping faster (get Shopify one-page checkout)

Consider adding all your processes to a single page. This means account creation, shipping details, cart subtotal etc. Fewer steps and clicks streamlines the checkout process while reducing cart abandonment. The image below is what a single page checkout process looks like. 

Partake foods Shopify one-page checkout

In our example above, Partake foods did a great job of including all shipping, delivery and payment information on a single page. This significantly reduces the number of navigations a customer has to take to complete an order.

Shopify apps like Boldcommerce and Magebird allow you to set up a single page checkout for your store.

4. Create urgency (in more ways than a countdown timer)

Urgency in this scenario means using certain strategies to nudge your potential customers in making an immediate purchase.

Good fair flash sale checkout page

In our example here, there’s a flash sale that includes a free t-shirt on each order and 35% off. However, this sale is only valid for a few hours. The timer adds a little effect.

But everyone adds a timer these days, so you can try something different to create an urgency.

Here are a few ideas:

  • Showing the number of people currently adding this item to cart
  • Giving out a limited discount
Free Shipping checkout page example
  • Adding a free item on each purchase during a particular window
Free gift checkout page example
  • Making the duration of your discount or sale limited
Limited sale offer checkout page
The Ultimate Guide: eCommerce Checkout Process Optimization

5. Offer a gentle “upgrade nudge” (show product variants)

Your checkout page is also an opportunity to upsell to your potential customers.  It shows that you care about their interests and you’re willing to offer them the perfect experience with their purchase. The key here is to present the value of this upgrade. 

You could pitch a subscription where users can automatically subscribe for continuous orders or deliveries. See how Beardkit does this below;

Beardkit checkout upgrade nudge example

Another option is pitching an upgrade by offering a newer model of the product. Here you can ask a potential customer to go for a newer version by highlighting the exclusive features. 

Or pitch a spare part that will help make their experience with this particular product even better.  

Spare part nudge checkout example

In this example, you can see an upsell for adding an LCD. This example uses the spare part nudge. Because adding an LCD will improve their user experience with this 3D printer. Now there’s still room for choice. It’s entirely up to the customer. And with this addition, the price automatically changes without the customer manually adding it to the cart.

You can always upsell products by adding variants to your product on Shopify Admin. Here’s how to do this

  • From your Shopify admin, go to Products > All products.
  • Click the name of the product.
  • In the Variants section, click Add variant.
  • Enter the variant information in the fields. If you enter a new option value in the Options section, then it will be created as an option value for that product.
  • Click Save.

Remember to always choose an upgrade button that’s intuitive and easy to switch. You can learn more about this here.

6. Get sign-ups without alienating customers (try more than just guest checkouts)

While guest checkouts have shown to improve conversions, you need to capture customer information before they go. The easiest way is to ask customers for an email ID to receive order confirmation and shipping and delivery information.   

Provide an option where they can log in through Facebook or their Google account.

You achieve this on your Shopify store by enabling multi pass payments. Start by going to settings>checkout>customer account>enable multi pass. After this, a secret will be shared with you. You can then proceed with the encoding process. Learn how to fully integrate this here.

Guest Checkouts Shopify page example

It’s advisable to leave all account creation prompts until the purchase is complete. To enable this on Shopify, go to your Shopify admin>settings>checkout>customer accounts.

Choose ‘accounts are optional’ and click on save.

7. Don’t be pushy about pay (confirm their order first)

Immediately asking for payment details just comes off as pushy and suspicious. Customers might be skeptical because it’ll look too suspicious. Even in guest checkouts, it would be better to present the available payment options along with a confirmation so they don't make a mistake. 

Express checkout option

Your customers need to be able to trust that you’re concerned about their interests, user experience and needs. And they won’t be able to if they perceive that all you want is their money. So consider adding one layer before jumping straight to asking for payments. 

8. Avoid unnecessary scrolling (put “continue to shipping” above the fold)

Unnecessary scrolling delays decision making. Adding continue to shipping to your above the fold page reduces cart abandonment rates.  75% of the customers opine that free shipping has a massive influence on their ordering decisions. 

Here is how ShopBop uses free shipping in its checkout process. 

If it is not feasible for you to offer free shipping, then add  “continue to shipping” to your above the fold page. 

9. Make CTA buttons stand out (and not just contrasting colors)

Checkout page CTA buttons example

The CTA buttons are crucial to a checkout page. And while online store owners try to customize the CTAs, they don’t often go further than testing button colors. 

Look to incorporate secondary CTAs, which is another route for visitors who are not ready for a higher commitment. 

For example, you sell subscription-based products. However, most new shoppers might not be ready to buy a subscription before at least sampling the product.    

‘buy subscription’ = primary CTA

‘buy now’/ ‘get samples’ = secondary CTA 

Another feature of your CTA is the copy. Your CTA copy should convey value. A research showed that valued based CTA as opposed to generic ‘Learn More’ generated a 9.49% increase in conversions.

For checkout pages, the CTA should be clear and void of any confusion. Ensure every element of your CTA is placed just right so once your shoppers look around, they know how to proceed to the next step without any support.

10. Guide shoppers at each step (highlight the progress bar)

When there's uncertainty in how your checkout process is, visitors are more likely to drop-off and find a store with a simpler checkout process. However, when there’s guidance that shows them how many steps are left and what these steps mean, it’ll increase their chances of going ahead with a purchase. 

Highlight progress step by step in checkout page

Our example in the image above is a typical example of hand-holding through the checkout process. It has a progress menu bar that lets the customer know steps completed and ones left in checking out.

11. Give shoppers a reason to come back (introduce “save for later”) 

Shoppers are spoilt with choices and unless you give them a reason to come back, you are going to lose them. 

Introducing ‘Save for later’ on your checkout page can boost your chances of customers returning. 

Anthropologie Save for later checkout page example

Anthroplogie provides a ‘Save for later’ option on its above the fold checkout page which is an example you could follow. 

Another way to win back lost customers is to insert ‘Add to wishlist’. As per a ThinkwithGoogle study, 44% of the eCommerce buyers want to have a wishlist and the list of benefits that comes with it. 

Net-A-Porter Wishlist example

Net-a-Porter uses a wishlist to ensure its customers don’t lose their items added to cart. 

12. Why just Paypal? (give them more payment options)

Another change you can make on your checkout page is implementing multiple payment options.

Multiple payment option checkout page example

When you limit payment to just one channel, you increase the chances of an abandoned cart. For instance, if I don’t have a PayPal account, how will I pay for my order if your store accepts  PayPal payments only?

You can set up multiple payment methods on shopify by using the alternative payment setup. Here’s how to do this;

  • From your Shopify admin, go to Settings > Payments.
  • In the Alternative Payments section, click Choose alternative payment.
  • Choose a provider from the list.
  • Enter your account credentials for the provider you chose.
  • Click Activate to enable the provider

13. Long forms = more drop-offs (just email should do)

The Baymard institute in their research highlighted that 8% of shoppers abandon their carts because of overly long-form fields. 

Long form checkout information example

Shorter form fields mean more conversions. In a research by Michael Aagard, Unbounce’s former senior conversion optimizer, he saw a 19.27% increase in conversions when forms were shortened by leaving only relevant fields. 

Savinspree checkout page email example

14. Get shoppers to trust you (highlight the refund policy)

This is a way of building credibility and trust for your potential customers. In a survey conducted, at least 91% of customers agreed that a company’s refund policy is a decisive factor when making a purchase. In fact, a research by UPS highlighted that 68% of shoppers view a store’s return policy before making a purchase. 

When customers see that they can return a product if it doesn’t meet their expectations, they’ll be more inclined to go ahead with the purchase. 

It isn't just about having a solid policy - but the placement of the link that influences the sale.

Checkout page refund policy example
Refund policy checkout page

In the example above, you can see that the footer has been used to place the link to all the store policies. To make it more easy to locate, you can place it right next to the products or under all the products in the cart itself. Makes it a lot easier for visitors to locate and helps build trust faster.

But be very transparent with the details. Include a warranty, a warranty period, a return window and the conditions for a refund.

To add a store policy, follow these steps:

- Within Shopify admin - go to settings and click on 'legal'.

- Enter your policy or choose a template from Shopify

- Edit and add links as per your needs

- Click save to confirm.

For your Shopify store, you can set up a Return Merchandise Authorized System (RMA system) which will help you easily manage returns and return requests in your store.

The Ultimate Guide: eCommerce Checkout Process Optimization

15. Make checkout safety a priority (introduce recognizable trust badges)

Trust badges can be the key to unlock conversions on your checkout page.  You wouldn't want customers to feel hesitant sharing their financial and personal information with you. 

Trust badges are a sign of trust signals which makes you credible and trustworthy. 

Here’re 4 eCommerce trust badges which you must familiarize yourself with- 

Security Trust Badges

A security trust badge indicates that an eCommerce checkout process is safe and customer financial data is secure. 

Here is a security trust badge by Asos on its checkout page sending a strong trust signal that user data is safe. 

ASOS Trust badge checkout page

Payment Trust Badges

Your site owners will trust you if you accept payments from Visa, Mastercard, and Paypal. Visa Secure is a merchant program that protects against financial fraud and theft.

VISA Payment trust badge

Guarantee trust badges

Guarantee trust badges such as 30-day money back guarantee or Free 1-year warranty are effective in reducing the interpreted risk of your customers. 

Shipping trust badges

Free shipping and easy returns policy is a worthwhile way to earn customer trust. 

16. Scarcity marketing still works (as long as it's genuine)

Scarcity messages serve as a search attribute that affects choice in goods. In fact, scarcity impacts the choice people make at the final stage of a purchase. So, when you let your users know that there’s a very limited amount of this particular product in stock, they’ll be likely to speed up their checkout.

Checkout how Fresh Heritage below uses the number of products available in stock along with the number of people currently adding it to cart.

Fresh Heritage scarcity marketing example


As you can see, there are just 11 kits left. So if nine people are trying to buy the item at the same time, it means you have to really hurry to stand a chance. This can be very effective in getting your customers to check out faster.

In 2014, One plus released the Oneplus One smartphone strictly by invitation. This was completely different from the regular buy it at the store phones everyone was used to.

This scarcity strategy led to over 25 million visits to their website in less than a year and a record of nearly 1 million sales. Within this period, they surpassed competitors like Xiaomi, HTC, Motorola and the then famous Blackberry.

17. Think mobile-first design (pick a responsive theme)

It is statistically more likely that eCommerce shoppers interact with your website on a mobile or tablet than a desktop. This is why it is important to optimize your checkout page for mobile shoppers. Ensure that it is mobile responsive to several touch patterns, screen size and finger size as well.

Here’s how to optimize your shopify checkout page for mobile

  • Create optimal distance between buttons so that they can be easily  tapped by a thumb or finger
  • Ensure that the main navigation is visible and clear on a screen
  • Reduce the amount of text on your pages. If possible, display them only after a picture loads
  • Increase your font size. Smaller fonts are harder to read on mobile. So consider using a size 14-16.
  • Use compressed images to reduce page load time

You can achieve all of this by simply opting for a responsive shopify theme. These themes are optimized to not only load images and pages faster, but they are also mobile responsive, SEO optimized, easy to integrate with social media and above all highly customizable. You can search for responsive Shopify themes here.

18. Improve your page speed (get rid of heavy images & plugins)

Let’s be honest, people don’t like waiting. Every 3 seconds your page spends in loading, you lose 57% of your initial traffic. This is why you need to optimize the page speed.

Start by analyzing what your current checkout page speed is on Google Page Speed Insights. These insights let you know what changes to implement and just how bad or great your load time is.

Some pointers you could get from Google page speed insights may include to

  • Eliminate render-blocking resources: static html, css and javascript files can harm your website from loading.
  • Serve images in next gen format like webp files: instead of using the conventional png and JPEG files, webp files are easier to load and take up less space.
  • Remove unused Javascript like themes and plugins
  • Use properly sized images
  • Reduce server initial response time: This is the initial time it takes your website to load.

Now while these pointers will vary for each business type, two of the most common causes of slow page load time are too many plugins and heavy images running on your site. 

You can reduce your checkout page load time by either compressing the images on your checkout page or taking out unused and ‘do it all’ plugins. These are the known culprits for slowing down page load speed.

Use any of the free compressor tools online like tinypng and to help reduce your image size. Remember, it is important to analyze your site for a proper diagnosis.

19. Reassure customers (let them know why you’re best)

Sometimes, after getting to the checkout page, your potential customers might be inclined to question why they chose that particular product. This is why this page is perfect for reinforcing the benefits of your product.

In our example, check how Taylor Stitch uses this checkout page to reinforce the positives of choosing their brand.

Taylor Stich checkout page reassurance

Now you don’t have to make a long list of benefits. A simple reinforcement will help nudge your customers and show them why going ahead with the purchase is worth it. Put simply, it’s a final attempt to influence their buying decision.

20. Be(completely) transparent about pricing

It’s always best to highlight the breakdown of the entire payment due as clearly as possible. Highlight how much taxes cost, how much the shipping costs and the actual product itself. A lot of Shopify stores have incorporated this to help further bridge transparency. As a plus, you should add details of how the total amount is calculated.

Myro checkout page pricing transparency

In a research by Baymard Institute, 55% of shoppers abandoned their cart because of extra charges that they do not understand.

Most customers want to have all the details of their purchase. In fact, if they feel unsure about their transaction in your store, they are likely to abandon their cart. However, a thorough breakdown shows that you are transparent and it encourages them to complete the transaction.

Adding tax information to your checkout page in enough detail is very important to prevent abandonment. Here's how to do so:

- Within your Shopify admin , click on online stores.

- Click on Actions > Edit languages.

- In the search box, type Vat label html, and then press enter.

- Under Checkout & system / Checkout order summary, in the Vat label html text box, enter the following text: {{ amount }} tax included

- Click Save to confirm.

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21. SHOW why customers love you (social proof and trust badges)

Customers like to see reviews about your product. Word of mouth helps show how authentic and quality this particular product is. It’s like a positive endorsement. So on your checkout page, insert reviews and comments that will help you build credibility. 

Social proof and trust badge example

As you can see in our example, highlight reviews that use sensory words and talk deeply about how refreshing your product or service is.

Reviews that highlight how beneficial your product is should also make it to the top of your checkout page. Star ratings are also highly effective. You’d see that the least review here is a 3 star which connotes that the product is top notch. This promotes trust that this Coffee is truly as good as they say it is.

You can also add security badges to help reinforce this trust. Your customers will be more likely to make payment for a product that they find credible. Social proof from past and current customers should be advertised on the first fold of your checkout page. This is because it immediately attracts them to your product and how legitimate it is. 

To effortlessly add trust badges by using apps Free Trust Badge by ShopClimb.

22. Incentivize customers (set an automated discount)

To help drive more sales and encourage your customers to come back, you can give a coupon or a discount code for completing a purchase. Now they know they’ll be getting a discount on their next purchase. In our example below, you’ll see a notice for 5 points on every $1 spent. These points can then be converted into a discount on the next purchase.

Chubbies reward example

This is the beginning of a retention strategy.

Here’s how to set an automated discount on your shopify checkout page:

  • From your Shopify admin, go to Discounts and click on create discount.
  • Click Automatic discount then in that section, enter a name for the automatic discount
  • In the Types section, select Percentage or Fixed amount.
  • Under Discount value, enter a monetary or percentage value for the discount.
  • In the Applies to section, select what this discount will apply to: All products, Specific collections, or Specific products.
  • Use the calendar in the Active dates section to set the start date for the discount. If you want to set an end date for the discount, then click Set end date and use the calendar to choose when the discount will end.
  • Click on Save discount

23. It doesn't end at checkout(create a compelling thank you page)

After the checkout is complete, add a thank you page that shows appreciation for the purchase. On this page, highlight what the next steps will be. Will a representative contact them? Will they get a shipping number? Or will they get a receipt in their email? This helps show the customer what to expect. 

On your thank you page, you can also add a one-question survey to get to know your customers better. This can help with future retargeting campaigns. For example, if you’re a dog grooming service, a question like “How often do you groom your dog?” will give insights on the right time to introduce a remarketing. 

Another tip for your thank you page is to keep it clean and clear. Avoid clustering this page with so much information that will cause audience fatigue.

24. Create a secondary opportunity with checkout (drive post-purchase upsells) 

Post-purchase upsells are beneficial in increasing your average order value, reducing customer churn, and improving customer retention. 

Here is a post-purchase upsell from Native Deodorant offering a complimentary item. 

Native Deodrant post-purchase upsell example

One click upsell post purchase doesn’t require users to again enter the payment and shipping address details. 

Here is an example of one click upsell from Adidas. 

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In conclusion

To help optimize your checkout page, always empathize with your customers. Understand what your typical wants and what stresses them out. The goal is to simplify your checkout page as much as you truly can. Implementing any of these changes will push you towards the right direction and skyrocket your current sales.

The Ultimate Guide: eCommerce Checkout Process Optimization

Shopify Checkout FAQs 

And, if you’re using Shopify, chances are you're bursting with these questions. 

What is checkout in Shopify? 

The Shopify checkout allows you to accept payments and receive orders when you’re selling online. The customer can proceed to checkout after adding items to the cart filling the payment and shipping details to make the final purchase. 

How do I create a checkout on Shopify? 

You can create a checkout link using the admin access- 

If you have the Buy Button channel, you can create the checkout link directly on the product page using these steps.  

  • Head to Products and click the particular product you want to create the checkout for. 
  • Click More actions dropdown on the product details page and click Create checkout link
  • Click Copy link

Wasn’t that easy? 

You can create checkout links for product variants by creating a manual link

Is Shopify checkout customizable? 

It is by all means customizable. You can customize the UI, add content, add a tracking pixel, and more. For more information, check out the Shopify development site. 

Why can’t I checkout on my Shopify store?

The two common reason why your users aren’t able to checkout are- 

  • No shipping rate or option available for a particular country
  • Payment gateway error. 

If you’re looking for help, Shopify Community won’t disappoint you. 

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