Best checkout practices to reduce friction and increase sales

The checkout process is one of the most crucial steps in an online store, and any obstacles or friction can lead a potential customer to abandon their cart and look elsewhere.

For eCommerce store owners, optimizing the checkout process is essential to reduce cart abandonment and boost conversions.

Below, we explore some of the best practices for offering a seamless checkout experience that motivates users to complete their purchases.

Offer a simplified, visually clear checkout process

Simplicity is key. A cluttered or multi-step checkout process can be a hurdle. Make sure the process is free from visual distractions and focused on the essentials: helping users complete their purchases. To do so:

• Minimalist design: Remove elements not related to the purchase and use a clean, organized layout.
• Visible progress: If the checkout has multiple steps, display a progress bar so users know where they are and how much is left.
• Field reduction: Avoid asking for unnecessary information; only request what’s essential to complete the transaction.

Enable guest checkout

Forcing users to create an account is one of the leading causes of cart abandonment. Guest checkout allows customers to purchase without registering, eliminating a barrier to entry.

You can suggest account creation after the purchase is completed, highlighting benefits such as order tracking or exclusive promotions.

Offer multiple payment options

Payment methods vary by market, and not all users trust or have access to the same options. Ensure you offer a range that covers both traditional and modern methods:

• Credit and debit cards: Essential and widely accepted.
• PayPal and digital wallets: Such as Google Pay or Apple Pay, which provide convenience and speed.
• Installment payments: Options like Klarna or Scalapay allow the cost to be split into installments, an attractive option for larger purchases.

Enable auto-fill for customer data

Many shoppers prefer a quick, hassle-free experience. Integrating auto-fill functionality for shipping and billing details allows customers to proceed without manually entering each field.

Services like Google Autocomplete make this task easier by automatically completing fields based on the user’s location and browser, reducing time spent on information entry.

Include a one-step checkout option

One-step checkout significantly reduces the time customers spend in the process, presenting all fields on a single screen. This is ideal for stores with returning users or customers who prefer a fast shopping experience.

By avoiding additional steps, the process becomes more intuitive and less prone to abandonment.

Full transparency in costs and shipping options

Lack of clarity on additional costs (like shipping or taxes) is a primary reason for cart abandonment. To avoid surprises:

• Visible costs from the start: Display additional costs as soon as products are added to the cart.
• Shipping options with times and costs: Offer different shipping options with estimated delivery dates and clear costs.

Implement abandoned cart recovery

Despite all the efforts above, some users will still abandon their carts. Implementing a recovery strategy can help re-engage them and encourage completion:

• Email reminders: Send a friendly reminder within the first 24 hours.
• Discounts or incentives: Offering a small discount or free shipping can be the nudge they need to return.
• Retargeting: Retargeting ads can remind users of the items left in their cart, displaying images of the products on social media or banner ads.

Ensure user security and trust

Consumers must trust that their financial information is safe. Ensure your page has visible security seals and certifications. Tools like Trusted Shops can help. Additionally:

• SSL certificate: It is crucial that the entire checkout page is protected by an SSL certificate.
• Secure payment options: Secure payment methods, like credit cards and digital wallets, should be clearly displayed to boost trust.
• Return guarantee and customer support: Include visible links to your return policy and customer support to reassure users in case of issues.

Optimize for mobile devices

With the increase in mobile purchases, it’s critical that the checkout process is mobile-friendly.

This means the entire process should be responsive and compatible with small screens, featuring large, easy-to-tap buttons, mobile payment options, and smooth navigation.