Business solutions

How to Increase Conversions in an Online Store with a Checkout Page

13 min read

Online shopping is a journey that involves many stages: searching for an online store, choosing a product or service, selecting delivery, and paying. However, the final checkout often becomes the make-or-break stage of this journey. In the context of online acquiring, the checkout process is of paramount importance. The security, convenience, and efficiency of payment transactions are crucial to successfully completing a purchase, underscoring the significance of your role in ensuring a smooth customer journey.

What Is the Right Checkout?

The checkout page is the final page on an online store's website where customers complete the process of purchasing goods or services. It contains several important elements that allow the user to confirm the order, enter the necessary information, and make payment.

Online shopping should be simple, fast, and straightforward. An improperly designed checkout page with an illiterate design and a complex structure can prevent a customer from abandoning the purchase process before payment. 

The Importance of Checkout Page Optimization to Increase Sales

One of the main goals of any e-commerce business is high sales. This goal can be achieved in several ways. But several effective strategies can significantly reduce the number of bounces on the checkout page:

- The easier the registration, the less bounces

The first thing to understand is that the simpler the purchase process, the more satisfied your customers are. Modern users don't want to waste time on unnecessary steps of registration, order confirmation, etc. Speaking more specifically about popular registration methods for users, Statista conducted a survey:

  • 51% choose to register on the site via email;
  • 16% register via Google Account;
  • 11% register via Facebook account;
  • 8% prefer the checkout process without registration.

The main thing is to listen to your customers and adjust their registration mechanism.

- Offer several payment options

With the many payment methods available in e-commerce today, customers have various preferences. It is crucial to ensure a personalized approach to each user. By offering different payment methods on the website, a business demonstrates a policy of individual approach to each customer.

- Field for a promo code

Discounts and bonuses are the most effective ways to attract customers' attention and encourage them to make purchases. That's why you should allow customers to use certificates and coupons to save money and have a more positive shopping experience.

- Quick checkout

Be careful that users don't take unnecessary steps in the checkout process. The faster the form-filling procedure, the more likely they will complete the purchase. Here are some specific examples of how you can make checkout in your online store much easier

  • do not force the customer to enter the country code in the phone number line;
  • set up the automatic filling of the city or country when typing the first letters;
  • provide support for several languages and currencies for international customers;
  • integrate payment systems such as Apple Pay, Google Pay, and PayPal for one-click payments.

Optimizing the checkout page is one of the key aspects for increasing sales in any online store. Thanks to the proper configuration of this page, the conversion of ordinary site visitors into customers becomes much higher. But considering the specific reasons why checkout form optimization is so important, let's mention the following points:

  • Significantly fewer abandoned carts

One of the most common reasons abandoned carts do not complete the payment is that the checkout process is too complicated or lengthy. Proper checkout customization is unique because it makes the process intuitive for the user, which helps to complete the purchase.

  • Improving the user experience

A simple interface and adapted design guarantee the growth of satisfied customers as the purchase process becomes more stress-free for them. This makes it much more likely that users will come back for more. It is also important to pay attention to design in the context of visuals. Design the payment page using the site's brand colors and add the logo to the checkout page. 

  • Mobile optimization

By optimizing your checkout page for mobile devices, you reach a much wider audience. According to a study by OuterBox, 56% of online sales are made via mobile devices. So, it's important to consider a universal online shopping experience for customers with any device.

  • Technical efficiency

A well-optimized checkout page also guarantees a smooth experience with fast loading times. Technical efficiency is an essential factor, as errors in the online shopping experience can turn users off.

Abandoned Carts Due to Unoptimized Checkout Pages — Statistics

In general, the problem of abandoned purchases is one of the main enemies of online businesses operating in e-commerce. Many factors can affect the share of successful purchases on a website or app.

The Baymard Institute conducted a study that found that the average cart abandonment rate is 69.99%. In other words, only three out of ten customers complete the purchase.

Considering the role of the checkout page in the context of incomplete purchases, the complicated checkout process scares 17% of users. Researchers of the same Institute found out that for a successful order to be completed to the end, there should be only 12-14 elements of the form. 

The Main Aspects of the Checkout Page

The process of checkout page optimization includes several important aspects that require a high-quality customer experience to be achieved. 

Simplicity and minimalism

In pursuing market leadership, online stores often try to be creative and unique, forgetting the most essential thing — simplicity. The more straightforward the steps for the user, the higher the conversion rate. 

Payment security

Customers value data security and transaction reliability. Remember to show your customers the level of reliability. If you have a PCI DSS certificate, indicate this, as it will increase trust. 

Customer support

Instant communication with support via a chatbot will significantly increase customer satisfaction. If the customer has any questions, it is vital to quickly help them before they abandon the cart and do not complete the purchase. Another effective way is to have a question-and-answer section. The customer can find answers to their questions independently, without unnecessary steps.

Sales Funnel Analysis And Optimization

The sales funnel is a model that describes the path of a potential customer from the first encounter with a product or service to the purchase. 

In order to understand the effectiveness of the sales strategy, businesses should analyze and optimize the sales funnel to increase company profits. 

There are several stages of the sales funnel, including:

  • attraction;
  • interest;
  • desire;
  • action.

How to analyze the sales funnel? In general, there are several stages:

  • Data collection

Today, many tools exist for analyzing processes, including the sales funnel. Google Analytics and CRM systems are ideal for this purpose.

  • Defining results (KPIs)

At this analysis stage, you should determine the leading performance indicators at each funnel stage. You should pay attention to the number of site visits, conversion rate, average check, etc.

  • Analysis of conversion rates

It is essential to understand that conversion rate is one of the main elements of the sales funnel. If you can determine at what stages potential customers may change their minds about purchasing, you can change your strategy to improve efficiency. 

Strategies to Increase the Average Check

Increasing the average check is an essential aspect of online business development. Effective strategies for this include cross-selling and upselling. 

Cross-selling is a strategy used by online retailers to offer customers additional products or services that complement their primary purchases. This technique allows you to increase the total value of the order while improving the customer experience.

Upselling is a strategy that offers customers more expensive versions of a product. This way, customers can choose improved products for a higher price. Upselling can increase the value of the sale by convincing the customer to purchase a premium product.


In today's competitive environment, connecting a high-quality checkout solution is critical to an online store's success. Simplifying and optimizing this process increases customer satisfaction and contributes to higher conversions and lower abandoned carts.

Investing in checkout improvements builds brand trust, ensures steady sales growth, and builds long-term customer loyalty. As a result, online stores that focus on optimizing the checkout process have a significant advantage over their competitors and can ensure long-term success.