The Recipe for a Perfect eCommerce Checkout Page

April 16, 2016

This guest post was contributed by Mike Dane, who is PR Manager of TruConversion.

So you’ve burned midnight oil building up your ecommerce website in the hopes of luring more and more buyers. You’ve spent many sleepless nights ensuring that everything in your ecommerce store right from your landing page to your product descriptions speak to your target audience and resonate with them in the best way possible. You’ve even been able to drive a torrent of traffic to your site. 

But have you been able to attract sales in proportion to the efforts you’ve made? If you’re nodding your head in a NO, it might be time to optimize your checkout process.


Well for starters, the checkout process is the last roadblock before you turn strangers to your site into paying customers. But an unoptimized checkout process can discourage buyers from finishing their orders and make them abandon their shopping carts.

High shopping cart abandonment rate could be really annoying, especially when you’ve invested a lot of efforts, time and resources building your ecommerce store and ensuring finest products at the most competitive prices possible.

A study by Baymard Institute reports that 68% of all shopping carts are abandoned. This could mean that nearly 7 out of 10 buyers chose to abandon shopping carts. And with each buyer who abandons the shopping cart, you lose out on a sizeable amount of money.

Approximately $4 trillion worth of merchandise are abandoned in online shopping carts, reveals a report by Business Insider.

Here’s the shocker: 

Clearly, shopping cart abandonment is a big problem. But a large majority of ecommerce businesses don't understand why buyers abandon their shopping carts. Without discovering why people are leaving their shopping carts, you can’t implement a fix and convert better.

So, let’s look at some major reasons why buyers choose to drop your shopping cart like a stone:

§  28% shoppers will abandon their shopping cart if presented with unexpected shipping costs. (Source:

§  23% users will abandon their shopping cart if they have to create a new user account. (Source:

§  13% users abandon the shopping cart due to payment security concerns. (Source:

§  12% abandon the cart if they find the checkout process confusing. (Source:

§  8% abandon their shopping carts if they aren’t able to find coupon codes and discounts on the products they’re intending to purchase. (Source:

You’d be pretty shocked, right?

But what if we told you that 63% of these abandoned carts are recoverable!

So, how would you get more and more buyers easily go through your checkout process and complete their purchases? The answer is simple! You’ll need to optimize the checkout experience in order to motivate your buyers to finish their order. Don’t forget your checkout process is where the real money is at.

Though different experts suggest different checkout page design tips, at the core of it, everything boils down to seamlessly combining four elements – Design, Functionality, Security and Usability.

Don’t forget to take the proper steps and use the right A/B testing protocols to understand what’s working and what’s not working with your checkout process to fight cart abandonments and increase conversions in your checkout.

Now that you know why and what you must optimize in your checkout process, we’re sure you must be curious to know how to optimize your checkout flow to make it speedy and easy for buyers. Isn’t it? Don’t worry, we’ve got your covered!

So if you’re looking for the recipe of the perfect checkout process, simply skim through the infographic below and try putting these easy tips into practice.

The Recipe for a Perfect Checkout Page

Building a great checkout page demands using the right metrics. This new ebook can help marketers determine the right metrics for all of their tactics: Download "The Sophisticated Marketer's Crash Course in Metrics and Analytics" today!