12 eCommerce Checkout Tips that Increase Site and Cart Conversions

1. Make your website mobile-friendly

What if your customers start adding things to the cart on their PC/desktop and finish the order on a mobile device? You have to be prepared for these situations and have your site optimized for whatever device they may be using, including mobile.

  • 19% of worldwide online shoppers stated that they shopped online via mobile on a monthly basis and the number is increasing daily
  • 74% of people say they are likely to return to a company’s site in the future if it is mobile-friendly

2. Use omnichannel solutions

As previously mentioned, customers nowadays have many shopping channels available to choose from. Sometimes they might begin their shopping experience on their mobile devices, add the products to their carts, and decide to finish up the checkout process on their computers.

3. Use strong call-to-actions

Sometimes, all it takes is a little push to place an order. Call-to-actions are a great way to “help” shoppers decide to buy whatever caught their eye. The best way to determine which call-to-actions are more appropriate for your shoppers is to test several options first. This way you can see which ones most effectively fuel your conversion rate growth.

4. Offer wish lists

It often happens that people browse a website and add things to their cart without being 100% sure they will buy them. Then they abandon the cart but later change their mind, only to see that the items they have added are no longer in the basket. In this situation, you can allow shoppers to create wish lists or keep their products in the cart for an extended (although limited) amount of time. Thus, you will be able to offer your shoppers a seamless experience once they finally decide to go through with the purchase process.

5. Enable buying without creating an account

Offering a guest checkout is already known to be an effective eCommerce checkout strategy. Also, as you can see in the latest print on demand eCommerce stats, the competition in the eCommerce field is growing rapidly, so offering a faster check out option is crucial. Shoppers don’t always want to fill out long forms in order to create and confirm an account so they can buy the products they want. Some websites even ask for email address verification after creating an account. Or, if the buyer already has an account but doesn’t remember the password, they have to deal with the recovering password process. Both situations create too many unnecessary steps in the checkout process.

6. Have you considered exit offers?

Introducing exit offers for shoppers who are about to abandon the cart is a great way to keep them from churning. Offers can be triggered when they want to close the tab or browser or when they want to edit the URL. In such situations, you can offer a discount to persuade your shopper to complete the purchase on the spot.

7. Give small incentives or discounts

Don’t underestimate the power of an incentive, as it is effective for most shoppers. Try not to limit yourself to discounts, but offer vouchers, freebies, upgrades to PRO versions of software, or a longer subscription period. You can also try cross-selling discounted items or offering complimentary products related to their order. You’d be surprised how willing people are to buy when they are offered a great deal.

8. Ditch the long forms

Let’s face it: no one has the time to enter two delivery addresses, a nickname, and three phone numbers when buying something online. So, the best route is not to ask for unnecessary information at checkout because shoppers get impatient fast and might not finish their order.

9. Allow different payment methods

Let customers choose the payment method and the billing currency they want. If you are running an online shop, it is necessary to offer multiple payment methods because this could be a key growth area for such a business. Statistics show that in 2021 no less than 7% of shoppers abandoned their cart when there weren’t enough payment methods available to choose from.

10. Earn buyer’s trust

You can do this by displaying trust seals and security badges, including a link to your terms and conditions page, showing the highlights of your refund policy, displaying short reviews, etc. For example, icons like “30-Day Money Back Guarantee” can remove any hesitations a potential buyer might have.

11. Show remaining steps

Depending on what you are selling, the checkout flow of your eCommerce store could have more or fewer steps than usual. Having a visual progress indicator where you show the number of steps before the order is completed, with a description of each, is very helpful for shoppers because they know exactly where they stand, what’s next, and a time estimation of their checkout process.

12. Don’t add unexpected costs to the total

Be straightforward with your customers and showcase the final cost of the order (including shipping) from the very beginning, even before the shopper initiates the checkout, whether they are a returning client or a new one. You can ask them to enter the delivery country right in the cart or detect it automatically using localization, then calculate the total.



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2Checkout (now Verifone)

2Checkout (now Verifone)

2Checkout (now Verifone) is the leading all-in-one monetization platform for global businesses built to help clients drive sales growth across channels.