Checkout: where most sales are lost
The statistics are alarming: the average eCommerce checkout abandonment rate is 70%. This means that out of 10 people who start the checkout process, only 3 end up actually paying. The reasons are varied — from hidden shipping costs to an overly complicated process — but they all have one solution: strategic checkout optimization.
Every point of friction at checkout is a barrier between you and revenue. The systematic elimination of these barriers can generate sales increases of 20-35% without spending an extra euro on advertising.
10 checkout optimizations that instantly increase conversions
- Mandatory Guest Checkout: Forcing the creation of an account is one of the biggest causes of abandonment. It offers the option to checkout as a visitor and proposes to create the account after the order is completed, when the customer is already invested in the transaction.
- Visible progress indicator: Clear display of the remaining steps (Cart → Delivery data → Payment → Confirmation) reduces customer anxiety and uncertainty, increasing the completion rate.
- Transparent costs from the first step: Display the estimated delivery costs before checkout prevents final price shock. Unexpected costs are the main reason for abandonment cited by 48% of consumers.
- Multiple payment methods: Acceptance of bank card, cash on delivery, installments, Apple Pay, Google Pay and bank link payment cover the diverse preferences of your customers. Every missing payment method is a lost customer segment.
- Simplified form: Only asks for the strictly necessary information. Each additional field in the form reduces the completion rate. The implementation of auto-fill, inline validation and automatic formatting reduces friction to a minimum.
- Trust signals at checkout: Security logos, visible SSL certificates, return guarantees and reviews strategically placed on checkout pages calm the customer's final anxieties.
- Automatic data saving: If a customer abandons the checkout, the data entered should be saved and available at comeback No one wants to fill out a form they accidentally abandoned again.
- Persistent order summary: A permanently visible order summary (products, prices, applied discounts) provides clarity and control to the customer throughout the entire process.
- Exit-intent popup: When you detect the intention to abandon (mouse movement towards the close button), display a popup with a special offer or a reminder of the benefits of the current order.
- Immediate confirmation and follow-up: After placing the order, an instant confirmation email with full order details and delivery timeline builds trust and reduces post-purchase anxiety.
Test, measure, iterate
No checkout optimization should be implemented without rigorous A/B testing. What works for one store may not work for another, and the only way to know for sure is to test each change in isolation and measure the impact on conversion rate.
"Your checkout doesn't need to be creative. It needs to be invisible — so simple and fast that the customer doesn't even realize they've gone through it."
BigConvert: Checkout Optimization Experts for eCommerce
Checkout optimization is one of the main specialties of BigConvert. Through detailed audits of the checkout process, analysis of heatmaps and session recordings, and implementation of rigorous A/B testing, our team identifies and eliminates every friction point that costs you sales.
Results are measurable and fast: BigConvert customers see an average of 25-35% increases in checkout conversion rate in the first 60 days of optimization.
No more losing sales at checkout. Contact BigConvert for a full audit of your checkout process!