A great checkout page design is essential for any eCommerce website to prevent losing online sales. The checkout page is one of the most important stages of your online store’s customers’ journey. Shoppers might go through all the stages before checkout, but if you haven’t designed the page carefully, you will fail to convert them.
As the checkout page is where the conversion happens, you must make sure the process is smooth enough to get the most out of your visitors. Therefore, you should constantly test and optimize your checkout page process to get more and more conversions.
To help you out, we’ll discuss some of the best practices for designing a better checkout page and show some great examples of checkout page designs.
What Is a Checkout Page?
A checkout page (or pages) on an eCommerce website is where the checkout process and transaction occur. This is where your customers see the payment and shipping information.
The checkout page is also where the customer completes their order, chooses a shipment and payment method, and enters their information.
There are two types of checkout pages: one-page and multi-page.
1- One-Page Checkout
One-page checkout has become more popular as it speeds up the checkout process and it’s more convenient for the customer. This type of eCommerce checkout page design improves the user experience since customers don’t have to wait for multiple pages to load. Also, users don’t need to navigate back in the browser to edit the information they have entered.
Designing a one-page checkout is challenging to collect a larger amount of data. In addition, the shopper might get overwhelmed by all the information they have to enter and the messy page layout.
2- Multiple-Page Checkout
Although multiple-page checkout seems less user-friendly, it has some advantages. This type of checkout page design facilitates collecting data. If a shopper abandons the checkout process at later stages, you still have captured the data entered earlier. Creating clean and simple page layouts is easier because the forms and fields are divided between several pages.
Importance of Great Designing
You’ve done everything right up until the user enters the checkout funnel. Your marketing efforts have paid off, and your website’s design and navigation have brought them to this point. Now, they are ready to make a purchase.
However, if your checkout design is suboptimal, all of your hard work will be for nothing.
According to Baymard research, roughly one out of every five shoppers abandoned a basket in the previous quarter. This was because the checkout process was either very long or complicated. While checkout page abandonment is inevitable, you can take steps to avoid it. The very least you can do is minimize the number of people who abandon the checkout process.
Basically, you don’t want to give the customer an excuse to leave. It is best to use a great layout, disclose shipping prices, provide payment alternatives, and employ the appropriate CTAs. Everything you do here should lower the amount of time and effort required to finish the checkout process.
Checkout Page Design Best Practices
Here are some great strategies for a better checkout page design so you can create a better checkout experience:
1- Enable Guest Checkout
Twenty-three percent of buyers abandon online stores if they have to create a new account. Forcing customers to create an account to complete their purchase is one of the most significant friction points that prevent conversions. That’s why you should allow guest checkout if you don’t want to disappoint your customers.
2- Minimize Distractions
It’s important to eliminate distractions so that shoppers can focus on completing the payment. Therefore, make sure to eliminate any unnecessary elements from your eCommerce checkout page design.
An excellent way to identify distractions on your website is using heatmaps. To set up heatmaps on your website, you need a behavior analytics tool such as WatchThemLive. With this tool, you can track visitors’ interactions on your website and find out distracting elements. WatchThemLive heatmaps enable you to detect the areas users click the most. Therefore, you will see which elements might be detracting your visitors and drawing their attention away from the main goal.
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3- Don’t Forget Mobile Users
Creating a mobile-friendly design is a must, as more than 50 percent of website traffic originates from mobile devices. Optimizing your checkout page for mobile users is essential if you don’t want to lose these customers.
4- Include Trust Signals
Trust signals make customers more confident and secure about buying from your online store. Letting users know their data is safe with you will make them more willing to purchase on your website.
5- Inform Shoppers of Additional Costs
One of the main reasons buyers abandon their purchase is unexpected costs. Therefore, make all the information about taxes, shipping costs, and other charges clear as soon as possible in the checkout process.
6- Use Form Validation
Don’t wait for customers to complete a whole step to notify them about input errors. Instead, let users know as soon as they enter a wrong input. When customers encounter multiple error messages at once, they might get frustrated.
Checkout Page Design Examples
Now, let’s see some of the best checkout page design examples so you can better understand how to develop and optimize yours.
First of all, Walmart allows customers to complete their purchases without signing up.
This eCommerce store has divided the one-page checkout into three sections, so users don’t have to fill a single long-form.
Also, it notifies the customer whenever they enter a wrong input.
Nike also has a three-step checkout page with a minimal design. Whenever you fill a field, you’ll see a green checkmark if the input is acceptable or an error message if not.
You can select from multiple payment methods, which is a great strategy to increase conversions as it allows shoppers to choose your preferred method.
3- Best Buy
Best Buy is another eCommerce store with a good design that allows guest checkout.
This online store has a multiple-page checkout, and it uses a progress indicator to inform the shopper at which step they are. The progress indicator also enables users to navigate between the checkout steps.
Although ASOS enables customers to purchase without creating an account, the guest checkout option is not as visible as the other examples; you can find it on the signup page.
The checkout page design is clear, simple, and user-friendly. The checkout process includes 4 small steps, removing all distractions.
Moreover, you can see a trust signal in the upper-right corner.
Etsy offers guest checkout as the first option to deliver a better user experience.
This eCommerce store has a very simple multiple-page checkout process. You can’t see any unrelated element to the checkout process to avoid distractions.
To develop a great checkout page design, you need to understand your customers’ expectations and test different ideas. Optimizing this page is necessary to convert more shoppers. Therefore, keep in mind to create a smooth and frictionless checkout experience to achieve your desired conversion rate.
There are two types of checkout designs, one-page and multiple-page, each having its own advantages and disadvantages. One-page checkout speeds up the process, but the challenge is to keep the page layout clean and uncluttered. On the other hand, a multiple-page checkout makes the process seem longer, but it’s easier to create a cleaner design.
After choosing your checkout design type, there are some strategies you should consider to improve the design. These strategies include enabling guest checkout, minimizing distractions, and optimizing the design for mobile users. To better understand how to implement these strategies, we discussed some checkout page examples. Make sure to follow these strategies to boost your eCommerce sales.
One of the best ways to optimize your checkout page is using heatmaps to identify opportunities for improvement. So, sign up for free now and create unlimited heatmaps for your website!