Don't Lose Sales at the Last Step: 10 Checkout Page Optimisation Tips
Have you ever filled an online shopping cart, only to abandon it before checkout? You're not alone. In 2024, Baymard Institute research found a whopping 70.19% of shopping carts are abandoned. A well-optimised checkout page can dramatically reduce this number and boost conversion rates.
This article dives into 10 proven checkout page optimisation tips you can implement to streamline the purchase process, reassure customers, and turn more website visitors into paying customers.
1. Guide Customers with Clear Calls to Action and Progress Bars
Don't assume everyone instinctively knows how to checkout. Clear calls to action (CTAs) like "Checkout Now" and "Proceed to Secure Checkout" leave no room for confusion. Furthermore, a progress bar at the top of your checkout page keeps customers informed about how many steps remain and motivates them to complete the purchase.
2. Reassurance Through Product Thumbnails and Security Seals
As customers progress through checkout, including product thumbnails alongside their descriptions prevents them from needing to backtrack and revisit their cart. This minimises distractions and keeps them moving forward.
Security is paramount. Include visible security seals from trusted providers like VeriSign or McAfee to instil confidence in customers entering their personal and financial information.
3. Offer Flexibility with Cart Editing and "Shop More" Options
Allowing users to edit their cart directly on the checkout page is crucial. This eliminates the need to navigate away, potentially derailing the checkout process. Additionally, a "Shop More" button allows customers to easily return to your store and browse for additional items, potentially increasing their order value.
4. Boost Sales with Upsells and Product Recommendations
Strategic product recommendations can nudge customers towards adding complementary items to their cart and increase their average order value. Consider upselling them on free or expedited shipping if they spend a certain amount more.
5. Make Contact Information readily Available
Unexpected issues can arise during checkout. Providing easy access to your contact information throughout the process assures customers that help is readily available if needed.
6. Save Carts for Later Purchases
Not everyone is ready to buy immediately. Offering a cart-saving feature allows customers to resume their checkout process at a later time, significantly increasing the chances of them completing their purchase.
7. Mobile-Friendly Checkout is a Must
In 2023, mobile commerce surpassed desktop sales globally. Ensure your checkout page is mobile-friendly and optimised for a seamless user experience on all devices.
8. Offer Guest Checkout and Multiple Secure Payment Options
Don't force customers to create an account before purchasing. Provide a guest checkout option to remove signup barriers. Additionally, cater to diverse payment preferences by offering a variety of secure payment gateways, including digital wallets like Apple Pay and Google Pay.
9. Consider Exit-Intent Popups
Exit-intent popups can be a strategic tool to recover abandoning customers. Offer them a special discount or free shipping incentive to encourage them to complete their purchase.
10. Test Different Variations
A/B testing allows you to compare different versions of your checkout page and see which one performs better. This data-driven approach helps you identify the most effective layout, CTAs, and other elements to maximise conversions.
By implementing these proven checkout page optimisation strategies, you can significantly reduce cart abandonment rates, increase conversions, and watch your online sales soar.
