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Analyzing which factors influence the checkout process of customers and how to optimize the checkout page is critical for conversion rate optimization and revenue growth. In this article, we will show you how to analyze and optimize the checkout conversion rate.

In this article

A. Analyze influential factors
B. Conversion rate optimization checklist
C. Frequently asked questions and troubleshooting

A. Analyze influential factors

According to a Baymard Institute report, the average abandoned checkout rate on online stores is 69.82%, implying that only three out of every ten customers complete their purchases after adding products to carts. As a result, if your store's success checkout conversion rate is less than 30%, you must quickly identify the root causes and conduct an analysis of influential factors in order to optimize this rate.

The process of examining the factors that influence the conversion rate from Checkout initiated to Complete checkout includes:



Checkout page interface: Double check to see if:

Your store's checkout page has been optimized or not, which layout is being used: 1 page or 3-step checkout, and does it require customers to sign up or sign in to pay?
Trust indicators on the checkout page: Is there anything on your store's checkout page that affects payment security or customer trust?

Prices (product prices, shipping fees)

Is the product price changed (higher) or is there any additional fee applied?
Are the promotions stated in advertisement pages or product pages applied in the checkout page or not, are there any additional discounts provided to benefit the customers?


Payment provider: Does the payment provider work, and are customers familiar with the current payment provider?
Online support: Does your store provide live support when customers need to contact you?
Archive of abandoned checkout customers: By checking cart abandonment, you can find the causes of customers who abandoned their checkouts for example, payment gateway error, customer's payment card error, etc.

If you find that the checkout conversion rate of your store is lower than the standard rate, you should check and analyze the above factors in order to find a solution and make the necessary changes.

B. Conversion rate optimization checklist

1. Optimize checkout page interface

When a customer arrives at the checkout page, the first thing they notice is whether or not the payment page interface is easy, simple, and convenient for them. You must ensure that your store contains the following elements:

Easy-to-use checkout page interface.
No requirement to sign in/sign up before paying.
Consistent display of brand's identity (name, logo) across the store.

Example of clear, consistent store logo, no requirement to sign up or sign into an account when paying, and trust badges on the checkout page

2. Prices

Product prices match the information on the product/cart page; no additional fees will be charged without prior disclosure; and prices, including shipping fees, must be clearly disclosed from the cart page to the checkout page. If at all possible, free shipping should be available.
Promotions mentioned on advertisement and product pages must be visible on the checkout page. Your customers should also be able to take advantage of additional customer-beneficial discounts.

3. Factors that build trust with the customers

Create a sense of security for customers when they enter payment information.
Create a motivating effect, encouraging customers to complete the payment.
Give customers peace of mind by providing guaranteed information.
Provide information about product reviews purchased by other customers.

4. Payment method

Offer payment methods that are widely used by your target audience and have a high level of security.
Provide a variety of payment methods to meet the customers' need.

Display trust badge on your store

5. Simple customer support method

Provide a direct contact method on the store's website so that customers can message the store owner if they have any questions.

6. Optimized abandoned checkout email/SMS

Set up timeframe to send send email/SMS for abandoned checkout customers.
Customize email/SMS content and add discount codes to encourage customers to complete their checkout.

C. Frequently asked questions and troubleshooting

The checkout page gives a bad impression of the interface

One of the most common reasons customers do not complete their payments is that their mindset shifts when they see a checkout page they don't like, or worse, they don't see the information they need.

At this point, you must ensure that the store's checkout page interface has been optimized in terms of form and that the information provided on the page is complete. For example, is the checkout page one-page or three-step? Is there enough product and price information? Is the logo/store name consistent, clear, and professional? And, if you are in the customer's point of view, you should feel comfortable and ready to pay in that store.

Promotions do not work on the checkout page

Additional fees for product and shipping, as well as taxes, are one of the most common reasons for customers to abandon their cart (about 60%). Please adjust your store's order shipping fees to be reasonable; if possible, free shipping should be provided.
Also, ensure that any discount codes you promote or offer to customers are valid and applicable during the checkout process.

Untrustworthy checkout page

One of the top ten reasons why customers do not complete their payments, and 18% of customers believe the website is unsafe and untrustworthy enough to enter payment information. As a result, you should include all necessary trust indicators in the checkout page to put customers at ease: trust badges, logos, SSL certificates, and so on.

Related articles

Conversion rate optimization tips for ShopBase/PrintBase/PlusBase stores
Analyze and optimize the conversion rate in the View ads to View product step
Analyze and optimize the conversion rate in the View product to Add to cart step
Analyze and optimize the conversion rate in the Add to cart to Checkout initiated step
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