by The Computing Australia Group | Improve Your E-Commerce
Checkout
Around 7 out of 10 online shoppers abandon their cart before they complete a purchase. That’s a lot of lost revenue – especially when those customers have already shown strong buying intent by reaching your checkout page.
The good news? Checkout abandonment is not inevitable. With a well-designed, fast and trustworthy checkout experience, you can dramatically increase conversions without spending more on ads or traffic.
This guide walks you through how to improve your e-commerce checkout page, step by step. You’ll learn:
- Why customers abandon their carts at checkout
- The core principles of a high-converting checkout
- Practical UX, design and technical improvements
- How to measure, test and keep improving over time
What Is Checkout in E-Commerce?
In e-commerce, checkout is the final stage of the buying journey – the point where a visitor becomes a paying customer.
Typically, the checkout flow includes:
1. Adding items to the cart
2. Opening the cart/checkout page
3. Entering or confirming contact details
4. Entering billing and shipping information
5. Selecting shipping and payment options
6. Reviewing the order summary
7. Confirming and paying for the order
8. Seeing an order confirmation page
Every extra step, confusing label, slow loading screen or unexpected cost creates friction — and friction is the enemy of conversions.
Why Shoppers Abandon Their Cart at Checkout
Before you can fix your checkout, you need to understand why people are leaving.
Common reasons for checkout abandonment include:
-
Unexpected extra costs
Shipping fees, taxes or handling charges that appear at the last step can feel like a “gotcha” and cause instant drop-off. -
Long or complicated checkout process
Too many fields, too many pages or repeated questions make checkout feel like filling out a form at the bank. - Forced account creation Many shoppers simply want to buy quickly without creating yet another login and password.
-
Slow delivery or poor return policy
If shipping is too slow, too expensive, or returns feel risky, customers hesitate. -
Website doesn’t feel secure
Outdated design, no SSL padlock icon, unclear contact information or missing trust signals make people worry about their money and data. -
Payment problems
Cards being declined, lack of preferred payment options, or errors when submitting payment. -
Clunky mobile experience
Tiny buttons, broken layouts, and endless scrolling on a phone are all conversion killers.
Your job is to remove as many of these friction points as possible.
Principles of a High-Converting Checkout Experience
Before we dive into specific tactics, keep these core principles in mind:
- Clarity – Customers always know what’s happening, what’s coming next, and what they’re paying.
- Simplicity – Only the essential fields and decisions. No distractions.
- Speed– Fast page loads, instant validation, minimal typing.
- Control – Easy to edit cart, change details, switch shipping/payment options.
- Trust – Clear security signals, transparent policies, and professional design.
- Mobile-first– The checkout should work beautifully on phones, not as an afterthought.
Build your checkout around these principles and almost every UX decision becomes easier.
1. Design a Clean, Attractive and Functional Checkout Page
A checkout page doesn’t need to be flashy – it needs to be clear, focused and easy to use. Design for function first, and aesthetics second.
Use a clear visual hierarchy
- Make the primary action button (e.g. “Complete Purchase”) visually prominent.
- Use headings and sections to group related information (Shipping, Payment, Order Summary).
- Avoid clutter - remove sidebar ads, unrelated banners and pop-ups during checkout.
Show progress for multi-step checkout
If your checkout spans multiple steps, add a progress indicator, such as:
Cart → Details → Shipping → Payment → Review → Confirmation
This reassures customers that they’re nearly done and reduces anxiety.
Allow cart editing on the checkout page
Don’t force users to navigate away to change their order. On the checkout page:
- Allow quantity updates
- Allow item removal
- Offer a “Continue shopping” link (opening in a new tab or going back without losing progress)
Use consistent, accessible design
- Use different colours or styles for primary and secondary buttons (e.g. “Place Order” vs “Back to Cart”).
- Ensure text is easily readable (good contrast, reasonable font size).
- Label fields clearly and avoid ambiguity (e.g. “Apartment / Unit” separate from “Street Address”).
Use consistent, accessible design
- Use different colours or styles for primary and secondary buttons (e.g. “Place Order” vs “Back to Cart”).
- Ensure text is easily readable (good contrast, reasonable font size).
- Label fields clearly and avoid ambiguity (e.g. “Apartment / Unit” separate from “Street Address”).
Make important information easy to access
On or near the checkout page, clearly link to:
- Privacy Policy
- Returns & Refunds Policy
- Shipping Information
- FAQs
- Contact details (email, phone, live chat if available)
This builds confidence and reduces the need to leave the page to find answers.
2. Make the Checkout Process as Short and Simple as Possible
Fewer steps and fewer fields almost always mean higher conversion rates.
Offer guest checkout
A forced account creation is one of the biggest friction points.
- Allow customers to check out as guests.
- Offer account creation after the order is complete (“Create an account to track your orders and checkout faster next time”).
Minimise form fields
Ask only for information that is essential to fulfil the order:
- Name
- Email (for confirmation)
- Shipping address
- Billing address (or tick box: “Billing address same as shipping”)
- Payment details
Avoid non-essential fields such as date of birth, company name (unless needed), or marketing questions. These can be asked later.
Use smart form features
- Autofill & browser suggestions – Let the browser complete known fields for the user.
- Address lookup – Use address suggestions to speed up entry and reduce errors.
- Real-time validation – Validate fields as the user types and show helpful hints, not cryptic error codes.
- Input masking – Format fields like phone numbers and card numbers as the customer types.
Allow social or single-sign-on options (carefully)
For some audiences, allowing login with Google, Apple or Facebook can speed things up. Just ensure:
- Guest checkout remains available.
- You clearly explain what information you’ll use.
3. Show a Clear Cart and Order Summary
Customers want to feel in control. A clear summary reduces uncertainty and last-minute doubts.
Display a live order summary
Customers want to feel in control. A clear summary reduces uncertainty and last-minute doubts.
- Product names and thumbnails
- Size, colour, variant, etc.
- Quantity and per-item price
- Subtotal, discounts, promo codes applied
- Shipping cost and method
- Taxes and fees
- Final total
If possible, make this summary sticky on desktop so it remains visible while they fill in details.
Be transparent about pricing
No one likes surprises in the last step. Make sure:
- Shipping estimates are visible before the final payment step.
- Taxes are clearly itemised where relevant.
- Additional fees (e.g. handling, payment surcharge) are clearly explained.
Make coupon/promo code fields simple
- Place promo code fields where they’re easy to find, but not overly distracting.
- If possible, allow one-click application of codes received via email or user account.
- Show clear messaging when a code is accepted or rejected.
4. Optimise the Checkout Experience for Mobile
Mobile devices account for a huge portion of online shopping, and mobile checkout is often where friction is highest.
Design mobile-first layouts
- Ensure the checkout page is fully responsive.
- Use a single-column layout for forms.
- Avoid tiny tap targets - buttons and links must be easy to tap.
- Keep important actions within thumb reach (especially on larger phones).
Reduce text entry on mobile
- Use appropriate keyboard types (number pad for phone/postcode, email keyboard for email).
- Enable autofill and stored addresses where possible.
- Offer digital wallets like Apple Pay, Google Pay or PayPal for fast checkout.
Typing on a phone is hard work. To make it easier:
Avoid layout shifts
Layout shifts (content moving suddenly as elements load) are particularly frustrating on mobile.
- Reserve space for images and dynamic content.
- Load fonts and critical CSS early.
- Test on real devices, not just in desktop browser emulators.
5. Offer Flexible Payment and Shipping Options
Customers expect choice and control over how they pay and how they receive their order.
Provide multiple payment methods
In addition to major credit/debit cards, consider:
- PayPal
- Apple Pay / Google Pay
- Buy Now, Pay Later solutions (where appropriate and compliant)
- Bank transfer or local methods, if relevant to your market
This reduces the risk of card decline being the end of the journey.
Prevent and handle payment failures gracefully
- Clearly highlight invalid card numbers or failed transactions with human-readable messages.
- Don’t wipe the entire form when there’s a payment error.
- Offer alternative payment methods if a card is declined.
Prevent and handle payment failures gracefully
- Clearly highlight invalid card numbers or failed transactions with human-readable messages.
- Don’t wipe the entire form when there’s a payment error.
- Offer alternative payment methods if a card is declined.
Offer clear shipping options
Customers want choice between speed and cost:
- Provide standard, express and (where possible) free shipping options.
- Show estimated delivery dates, not just “3–5 business days”.
- Clearly state cut-off times for same-day or next-day dispatch.
Use shipping as a conversion lever
- Offer free shipping over a certain order value and highlight how much more they need to spend to qualify.
- Consider free shipping promotions on selected products or categories.
6. Build Trust and Reassure Customers
Even if your checkout is smooth and simple, customers won’t complete a purchase if they don’t trust you.
Show security and trust signals
- Ensure your site uses HTTPS and show the padlock icon in the browser.
- Display recognised security badges (from your payment gateway or SSL provider).
- Show accepted payment logos (Visa, Mastercard, etc.).
Avoid overloading the page with fake or low-quality badges, which can have the opposite effect.
Highlight your policies
Clearly show or link to:
- Secure payment messaging (e.g. “All transactions are encrypted and secure”).
- Returns and refund policy (how long, conditions, who pays for return shipping).
- Warranty information where applicable.
Use social proof
Subtle social proof can make a big difference:
- Customer reviews or star ratings near the order summary.
- “Trusted by 10,000+ customers” style messaging (if true).
- Logos of well-known brands you work with.
7. Improve Performance, Speed and Reliability
A slow, buggy checkout is a guaranteed way to lose sales.
Optimise page speed
- Compress and optimise images (especially product thumbnails).
- Minimise heavy scripts and third-party widgets on checkout.
- Enable caching and use a content delivery network (CDN) if possible.
Ensure reliability and resilience
- Handle timeouts gracefully and provide clear error messages.
- Save cart contents and form progress so users can return without starting over.
- Test the full checkout flow on multiple browsers and devices regularly.
Reduce technical friction
- Avoid unnecessary page reloads where possible.
- Prevent duplicate orders by disabling the “Complete Purchase” button after first click and showing a loading state.
- Make error messages specific and helpful (e.g. “Postcode must be 4 digits” instead of “Invalid field”).
8. Plan the Post-Purchase Experience
Checkout doesn’t end at the “Thank you” page. A strong post-purchase flow can reduce support requests and encourage repeat business.
Design a useful order confirmation page
Your confirmation page should:
- Clearly state that the order is confirmed.
- Display the order number and key details (items, total, shipping method, address).
- Provide estimated delivery date or tracking information once available.
- Offer options to print or save the invoice.
You can also:
- Suggest relevant accessories or add-ons (without being pushy).
- Encourage account creation for order tracking (if they checked out as a guest).
Send clear confirmation emails
The order confirmation email is often the most-opened email you’ll ever send:
- Include all key order details.
- Make customer service contact options obvious.
- Link to tracking once the order is shipped.
- Consider a gentle cross-sell or loyalty program invitation.
Measuring and Improving Checkout Performance
Key metrics to monitor:
- Checkout conversion rate – Percentage of visitors who start checkout and complete it.
- Overall e-commerce conversion rate – Percentage of visitors who place an order.
- Form abandonment – Where in the checkout customers drop off.
- Average time to checkout – How long it takes to complete the process.
- Payment failure rate – Percentage of checkouts that fail at the payment step.
Use tools like analytics and session recordings (respecting privacy and regulations) to see how real users move through your checkout.
Test and iterate
- Run A/B tests on form layouts, button text, trust messages and field order.
- Test different ways of showing shipping costs and delivery estimates.
- Try simplifying the number of steps and compare results.
The checkout page is a vital component of any e-commerce business. A complicated checkout process can spell trouble for online sales. Using the above-mentioned steps, you’ll be able to improve your checkout page and avoid having a high abandonment rate. Are you looking for a highly functional and optimised e-commerce checkout page to facilitate higher conversion rates? Codesquad has your back. Conact us or email us at sales@computingaustralia.group to create an effective and attractive checkout page.
Jargon Buster
Conversions
When a website visitor completes a desired action (like making a purchase), it’s called a conversion.
Shopping cart
The online equivalent of a physical trolley. It stores or lists items the customer has chosen before they proceed to checkout.
Checkout abandonment
When a customer starts the checkout process but leaves before completing the order.
Cart abandonment rate
The percentage of users who add items to their cart but never complete the purchase.
Layout shifts
When elements on a page move unexpectedly as it loads (for example, a button jumps down because an image finishes loading). This can cause mis-clicks and frustration.
A/B testing
An experiment where you show two versions of a page (A and B) to different groups of visitors and compare which one performs better.
FAQ
What is a good checkout conversion rate?
It varies by industry and traffic source, but many stores aim for 40–60% of users who start checkout to complete it. Focus on improving your own baseline rather than chasing a universal number.
Should I use a single-page or multi-step checkout?
Both can work. Single-page checkout can feel faster, but if you have complex options (shipping, tax, customisations), a well-designed multi-step flow with a progress bar may be clearer. Test both and use data to decide.
How many form fields are too many?
If a field isn’t needed to process or deliver the order, remove it or make it optional. In many cases, keeping it to 10–12 fields or fewer significantly improves completion rates.
How can I reduce payment failures?
Use a reliable payment gateway, support multiple payment methods, clearly highlight invalid fields, and never clear the entire form after an error. Allow customers to easily switch to an alternative payment method.
Do trust badges really make a difference?
When used honestly and sparingly, trust badges and security messages can reassure hesitant buyers. Combine them with a clean design, clear policies and visible contact details for the strongest effect.
