How Your Checkout UX Might Be Affecting Your Bottom Line


Digital commerce has been adapting to the rising consumer expectations of retailers. It’s hard to imagine success without an eCommerce website that offers a seamless and consistent customer experience across points of sale. While connecting every stage of the shopping journey, designing a perfect checkout process remains a challenging part for so many online sellers. 

Consumers usually have a great time shopping online until they reach checkout. This is where things get a little complicated. If your customers frequently encounter negative experiences at your checkout, it’s high time to revisit your checkout UX design.

How Does UX Affect Your Revenue?

Before we talk about strategies to improve your eCommerce checkout process, let’s look at how it impacts your revenue. 

Did you know your checkout design and flow are often the prime reasons your customers abandon their purchase? If we look at the stats, about 90% of eCommerce shopping carts were left abandoned in March 2020. An average online shopping cart abandonment rate is 69.82%. Topal conducted research that shows that 90% of users will continue shopping because of a great user experience. 

Common Reasons for Shopping Cart Abandonment

A seamless checkout UX will help reduce the number of users abandoning their purchases. According to Baymard, the average website has 31 preventable usability issues in its checkout flow. Here are some common reasons people abandon their shopping carts: 

  • Complex or too much form-filling
  • The too-long checkout process 
  • Account creation 
  • Lack of guest checkout 
  • Hidden shopping costs 
  • Insufficient payment methods
  • Extra taxes

If you want to achieve sustainable growth, you have to make sure your potential customers complete the checkout process with great ease and speed. 

Analytics Metrics That Help You Design a Better UX

Not all eCommerce metrics are valuable, but identifying the right UX performance indicators will help you boost your sales. If you feel overwhelmed when tracking your store’s performance, here are some key metrics that will help you design a better UX: 

  • Conversion rate
  • Cart abandonment rate 
  • Checkout abandonment rate 
  • Pageviews 
  • Mobile device type 
  • Customer engagement 
  • Site speed 

Related: Setting Up A Proper UX Design Process: The Ultimate Guide

How To Optimize Your Checkout Flow for Enhanced UX

There are so many ways you can improve your checkout flow and overall user experience. Here are the top six tips for optimizing your checkout flow for improved UX:

Tip: Make Your Checkout Page Digestible

A checkout process usually involves so many elements: 

  • Shipping
  • Cart adjustments
  • Billing
  • Coupons
  • Order summary

Showing everything on one-page checkout makes things complicated for users. To improve checkout UX, break the entire process into digestible steps.  That doesn’t mean you have to break the process into 10 or 20 steps; try to strike the right balance. GoodUI suggests that customers like to have multiple steps in checkout. Users keep filling out forms when represented in logical steps. 

Therefore, it makes sense to break or visually divide long forms. If your checkout process is broken down into five steps, your customers should be able to see that they have to go through five steps to complete the purchase. 

Here are five common steps of a checkout process:

  • Shipping address 
  • Shipping method
  • Contact and offers
  • Payment information
  • Review and place order

For inspiration, analyze the steps users have to take when placing their orders on Walmart, Amazon, or Nike. A perfect checkout UX is not only quicker and easier but also visually appealing. 

Pro tip: Provide an outline of the checkout process and display each step in the progress bar so that users know what exactly they need to do to complete the purchase. 

Tip: Let Customers Know the Total Cost Upfront

48% of users abandon their cart because they think extra costs (taxes, shipping, etc.) are too high. Today’s consumers expect free and fast shipping. Showing additional fees at the checkout process can seriously hurt your bottom line. You can consider offering free shipping for orders within a region or over a certain amount to fix this. If a customer doesn’t qualify to get free shipping, tell them as early as possible. 

Does your online shop show the additional costs after a user has gone through the entire checkout process? If so, rethink your strategy. The purpose here is not to lose your customers’ trust and be transparent from the very beginning of the process. 

Tip: Offer Guest Checkouts

Too many online stores require customers to register or create an account to purchase. Do you need every online shopper to register for checkout? If yes, you’re likely to lose customers during checkout. While your customers can see the total price, they can’t buy unless they complete the registration procedure. 

Give your customers an option to buy as a guest. This can dramatically improve your sales and revenue. Understandably, you want to collect customer data and be good at selling. However, asking customers to sign in or create an account before purchasing can be a big UX mistake. 

Forcing customers to fill in long forms and verify their information disrupts their shopping experience. This is one of the reasons why people abandon their shopping carts. To reduce the cart abandonment rate, let your customers decide whether they want to create an account, sign in, or continue as a guest. 

A good UX is when customers can easily choose what they want to do and what they want to skip. Put your customers in full control.

Tip: Don’t Ask For Too Much Information 

Asking for too much information is equal to discouraging people from completing the checkout process. Make things easier for your new and returning customers. 

For example, make it easy for returning customers to skip entering personal details during checkout and autocomplete. If you need some information from users, break down boxes into separate steps. 

When a new user visits your eCommerce website and adds something to the cart, don’t make them fill in long forms. Save shoppers’ time as much as possible. Need a little example of how to do so? Instead of “first name” and “last name, ” use a single full name field.” 

So many users type their full name in the “first name” field and then realize their mistakes. Small things like combining the first and last name into one field can make a big UX difference. Another example of optimizing checkout forms is using a single address field and the option to set the billing address as the shipping address. 

Statistics show that an average site can cut form fields by 20 to 60% and still offer a great checkout experience. So, analyze your checkout flow to reduce the number of fields.

Tip: Create a Cart Dropdown

Creating a cart dropdown is another great way to optimize your checkout process. Your customers should be able to reach and view their cart to see what they have ordered before they go ahead and checkout. 

A cart dropdown allows users to go to the checkout without leaving the current page. They would know what they have added and what they have missed.

Tip: Help Ease Customers’ Minds With Visual Cues

Can users trust your site with their credit card information? People feel uneasy when sharing their credit card numbers with an online shop. Solution? Provide visual cues and text that increases perceived security. For example, you can use badge icons and padlock to show visual cues of safety and explain what they are with pop-ups or fine print.

Of course, you still need to implement the security you’re alluding to on the page to provide the peace of mind your customers need when sharing their credit card information. This is especially important for new businesses that are still building their reputation. 

Related: Ecommerce User Experience: Everything You Need To Know

What To Do Next

Checkout is arguably the most crucial step when it comes to the customer journey. This is why you should give it extra attention. You have to evaluate the whole process, from eliminating unnecessary fields to breaking down the entire checkout process. The key to success is being honest, open, and user-friendly.

Split testing is an effective solution to understanding and developing a perfect checkout. Keep monitoring what’s happening on each page. Observe how users behave when they visit your site. Finally, make adjustments to make your customers’ life easier. 

For more information on eCommerce website optimization or the checkout process, contact Anatta. We’ll be happy to schedule a call and learn more about your business. 


Shopping cart abandonment rate by industry 2021 | Statista

46 Cart Abandonment Rate Statistics – Cart & Checkout – Baymard Institute

115 Free A/B Test Results For Your CRO Needs | GoodUI Evidence

Impact of Good User Experience (UX) Design on Business Growth |