eCommerce Checkout UX: 13 Tips To Boost Conversions (+ Templates)

Research shows that the global eCommerce market is expected to total $6.3 trillion in 2024

But 79.53% of shoppers still abandon carts.

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13 eCommerce Checkout Page Optimizations

Checkout UX Design - Do or do not?

Checkout UX Templates

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If you see a high abandonment rate, here are some UX changes to make on your checkout page to get more sales. 

13 eCommerce Checkout Page Optimizations

1. Apply editing options 

Research shows that:

• 80% of sites don’t let shoppers edit data directly at the review step 
• 49% of sites don’t provide separate “edit” links for all distinct information groups
• 82% of sites use “apply” buttons rather than auto-updating and highlighting changes

Here are some editing options you can apply to different parts of the checkout page to create better UX:

In the order summary section, let shoppers edit/add: 

✔️ the quantity of products

✔️ the variant of products 

In the shipping section, let shoppers edit/add: 

✔️ shipping address, billing information, or payment details

✔️ shipping or delivery dates

In the payment section, let shoppers edit/add: 

✔️ payment information (e.g, if the card details are expired, etc )

✔️ promotional codes or discounts

2. Get the visual hierarchy right

In checkout UX design, the placement of certain elements can either improve or hinder the shopping experience. 

✔️ Write a large and bold font for the checkout page title, such as "Checkout" or "Complete Your Order."

✔️ Use distinct headings for different sections of the checkout process, such as "Customer Information," "Shipping Address," "Payment Method," and "Order Summary."

✔️ Display the order summary prominently, preferably in a sidebar or at the top of the page.

✔️ Use a contrasting color for primary action buttons, such as "Continue" or "Place Order."

Make these buttons larger and more prominent than secondary buttons to emphasize the next step in the checkout process.

3. Ask for customer information in the order of easiest to most complex

On the checkout page, it’s important to start with the simplest and most commonly provided information and gradually move to more complex details. 

This way, the checkout process is smoother and less daunting for customers.

Here’s an order in which to take information from a customer:

→ Start with the email address (easiest form of communication)

→ Ask for the customer's name (personalize)

→ Request the customer's phone number (Specify the why, like it’s required for delivery updates.)

→ Ask for the shipping address (deliver to the correct location) 

→ Ask for the billing address (only if it differs from the shipping address)

→ Finally, ask for payment information (cha-ching!)

4. Make the payment process look secure

Establishing trust can be difficult. 

Especially with first-time visitors. 

Here are some checkout UX tips w.r.t secure transactions:

✔️ Display trust seals and badges from reputable security providers, such as Norton Secured, McAfee Secure, or BBB Accredited Business, prominently on your checkout page. 

✔️ Include logos of trusted payment providers, such as Visa, Mastercard, PayPal, or Stripe, to signal to customers that you use reputable and secure payment methods. 

✔️ Show reassuring messaging near the payment form, such as "Your payment is secure" or "We protect your information with industry-standard encryption." 

See how The Cloud Sundae shows their checkout is ‘secure’ on the CTA:

5. Display a progress bar to show users how close they are to completing the purchase

Create a horizontal progress bar that spans the width of the checkout page. 

Highlight the current step of the checkout process on the progress bar to show shoppers where they are in the process. 

You can do this by changing the color or adding a marker to indicate the active step.

Display completed steps on the progress bar to show users how much progress they've made. 

You can use different colors or markers to differentiate between completed and incomplete steps.

Let shoppers navigate back and forth between steps by clicking on the progress bar or using navigation buttons. 

This offers flexibility and control in the checkout flow UX.

Do read: How Do I Increase My Website’s Checkout Rate? (25 Proven Ideas)

6. Write actionable microcopy 

Microcopy offers clear instructions to shoppers, helping them understand each step of the checkout process. 

You can reassure shoppers about 

• transaction security, 
• order accuracy, 
• error prevention, and
• encourage purchase.

For example, a microcopy can remind shoppers to double-check their shipping address can prevent delivery issues.

Research shows that 45% of online stores use jargon in the checkout microcopy.

Here are some examples of microcopy that add personality and charm to the checkout process:

Empty Cart:

"Oops, your cart feels a bit lonely. Let's fill it up with some goodies!"

Login/Sign Up:

"Unlock VIP perks! Sign up and join the club for exclusive discounts and early access."

Shipping Address:

"Destination, ahoy! Where shall we send your treasure?"

Shipping Method:

"Choose your delivery adventure! Will it be the express route or a leisurely voyage?"

Payment Method:

"Time to pay the piper! Pick your preferred payment potion."

Review Order:

"Last call for changes! Make sure your cart's packed just the way you like it."

Place Order:

"Ready, set, shop! Hit that magic button to make it official."

Order Confirmation:

"Hooray! Your order is sailing into our hands. Sit back, relax, and let the excitement brew."

Don't forget to read: 46 easy-to-copy confirmation email templates (eCommerce)

7. Specify delivery dates 

Amazon did it first. 

And now customers expect precise delivery dates. 

However, 36% of online stores still show “Delivery Speed” instead of “Delivery Date”.

While delivery speed can offer a timeline of when the delivery will happen, a delivery date contributes to a better checkout UX. 

For instance, delivery dates are ideal:

• for time-sensitive purchases, where customers need their order by a specific date (e.g., for a birthday or holiday).
• when the delivery date is guaranteed or highly accurate due to factors like same-day shipping or local delivery options.
• if the business wants to emphasize speed and reliability by providing specific delivery dates.

Checkout UX tips for delivery dates:

✔️ Create a visual order timeline that outlines each step of the order fulfillment process, including processing time, shipping time, and estimated delivery date.

✔️ Include a prominent input field where customers can enter their shipping address or zip code.

Once entered, the estimated delivery date can be dynamically generated based on the shipping address and shipping method selected.

See how Soapsmith shows delivery options on their checkout page:

8. Autoformat credit card input field 

Research shows that 40% of sites don’t autoformat spaces in the “credit card number” field. 

Spaces can help break up the credit card number into easily digestible chunks, making it easier for customers to visually verify that they've entered the correct digits. 

This way, you can reduce friction. 

Customers don’t have to manually insert spaces between groups of digits.

It also prevents formatting errors by ensuring that the credit card number follows the correct pattern (e.g., 4 groups of 4 digits for Visa and Mastercard). 

It can aid accessibility for shoppers with visual impairments or cognitive disabilities by providing a clear and structured format for entering credit card information. 

This aligns with best practices for designing inclusive user interfaces that cater to a diverse range of users. 

9. Show product details in the checkout process

On the checkout page, your sole purpose is to get shoppers to check out as fast as possible. 

You want to make the checkout process UX frictionless, so shoppers don’t press on the back button or bounce off. 

Include a prominent order summary section on the checkout page where customers can view a list of items they're purchasing. 

This section should display 

• the product name, 
• quantity, 
• a brief description (style, color, size),
• product image thumbnail,
• price per unit, 
• discounts,
• estimated delivery date, and 
• total price. 

See how Sony shows product summary in the cart section of the checkout page:

10. Always collapse completed accordion checkout steps into summaries

As shoppers progress through the checkout process, collapsing completed steps reduces visual clutter, keeping the interface clean and focused. 

It prevents overwhelming shoppers with unnecessary information and distractions.

When completed steps are collapsed into summaries, shoppers can still reference their previous actions if needed, but the primary focus remains on the remaining steps. 

This helps them track their progress more effectively and understand how much more they need to complete.

See how Skinny Ties shows it:

11. Focus on mobile checkout UX

Many shoppers are known to research on desktop and checkout from mobile for convenience. 

In this case, embrace minimalism in your checkout interface on mobile. 

A clean and simple design enhances usability on mobile devices.

Elements should be easy to tap, swipe, and navigate, and text should be legible without zooming.

Place critical actions and navigation elements within easy reach of the thumbs. 

Optimize button placement and size to accommodate one-handed use, especially for larger screen sizes like tablets.

Use visual cues such as animations, transitions, or subtle color changes to guide shoppers through each step of the checkout process. 

You can also implement one-click or express checkout options, such as Apple Pay, Google Pay, or PayPal, to streamline the mobile payment process for returning customers.

13. Offer to continue the journey after checkout 

Well, shoppers have completed their purchase. 

So, now what?

Show a link or prompt shoppers to see how to track their orders. 

You can also direct shoppers to explore more with a CTA that says ‘Continue shopping’.

Take them to products that are relevant to past purchases and add value to the shopper's experience. 

Offer shoppers exclusive offers or discounts that they can redeem on future purchases, ensuring repeat customers.  

Improve CLV by inviting shoppers to join a subscription service or membership program that offers ongoing benefits, such as free shipping, exclusive content, or member-only discounts. 

Checkout UX Design - Do or do not?

1. Guest checkout

Guest checkouts are known to reduce friction in signups and make first-time purchases go faster. 

Even research says that almost 60% of all online retailers offer guest checkout as an option. 

However, this also means shoppers don’t offer information that can help you to communicate with them further.

Instead, to improve checkout UX design, you can:

✔️ Social logins (Facebook, Google, or Apple sign-ins)

✔️ Wish list signups

✔️ Request for signups through referrals

✔️ Delayed account creation (to let shoppers track orders after checkout)

See how Crate&Barrel does it:

2. Prominent discount field 

Visible discount fields can attract price-sensitive customers and incentivize them to complete their purchase, especially if they are on the fence about buying.

But if you are not offering any discounts, making the discount field prominent might prompt them to exit the checkout flow to find one.

In this case, consider hiding the discount code field behind a dropdown. 

That way, customers who have a promo code to redeem, but are not off-putting to potential customers purchasing without a coupon.

You must also check out: 20 Powerful FOMO Marketing Ideas for eCommerce

3. Free shipping 

In the eCommerce world, ‘free’ is the sweetest USP. 

Especially if it’s free shipping. 

It can prompt customers to add more items to their cart to qualify for free shipping thresholds, leading to higher average order values and increased revenue.

Our take? Offering free shipping will not magically increase conversions. 

It highly depends on your industry and different situations. 

For instance, if you sell luxury products, free shipping might not seem like a very attractive offer.  

Furthermore, during the holiday season, shoppers are looking for express deliveries. 

So it’s best to capitalize on it and drive more revenue. 

Here’s how to display shipping USP on the checkout page:

Display a message such as "Congratulations! You qualify for free shipping".

If customers are close to qualifying for free shipping based on their current cart total, include a progress indicator or message to encourage them to add more items to their cart. 

For example, "You're only $20 away from qualifying for free shipping."

See how Kohl’s displays a free shipping progress bar:

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Include a prominent call-to-action button that highlights the benefits of free shipping, like "Upgrade to Free Shipping" or "Apply Free Shipping."

You'll love reading: How To Offer Free Shipping And Recover Costs

4. Customer service 

While customer service options on the checkout page can enhance the user experience, it can also delay checkout. 

Place them in a consistent location, such as a visible header or footer, where shoppers can quickly find them without having to search extensively.   

To make it subtle, you can trigger live chat support after certain seconds have elapsed on the checkout page with pop-ups like "Need Help?" or "Customer Support".

You can also include a section on the checkout page that provides answers to frequently asked questions (FAQs) related to the checkout process, shipping, returns, and other relevant topics. 

Checkout Page UX Templates

Single Page Checkout UX Template:

Multi-Page Checkout UX Template:

Checkout Page UX - FAQs

1. Why is checkout UX important for eCommerce stores?

Checkout UX directly impacts conversion rates and user satisfaction.

A smooth and intuitive checkout process can reduce cart abandonment rates and encourage repeat purchases.

2. What are some common reasons for cart abandonment during checkout?

Common reasons for cart abandonment include a lengthy or complicated checkout process, unexpected shipping costs, concerns about security, and difficulty navigating or entering information.

3. What role does user testing play in optimizing checkout UX?

User testing is essential for identifying pain points and areas for improvement in the checkout process.

Conduct usability testing with real users to gather feedback, identify usability issues, and validate design decisions.

4. How can I measure the effectiveness of my checkout UX?

You can measure the effectiveness of your checkout UX by tracking key metrics such as conversion rates, cart abandonment rates, average order value, and checkout completion time. Use analytics tools to monitor these metrics and identify areas for optimization.

Build the Perfect eCommerce Checkout Pages

The checkout process is the final step in the sale.

It’s important to make it count.

But the truth is: 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 with smart personalization tools.

How we can help you:

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.