There’s no more critical point in the ecommerce journey than the checkout page. Until this step, the customer’s commitment is low—they’re digitally window shopping. But checkout sets customers apart from visitors—it’s where they decide to buy your product or abandon their cart.
Not only is a good checkout page key to landing a sale, it is crucial for winning repeat customers. In fact, 90% of customers say a satisfying checkout experience means they’ll likely buy from a brand again. Here’s how to optimize your checkout page so you can improve conversion, boost sales, and keep customers coming back.
What is a checkout page?
A checkout page is where customers complete transactions on an ecommerce website. It’s where shoppers can review the items they’ve added to their shopping cart, confirm quantities, select shipping options, and specify their payment method. The checkout page is also where the consumer enters—and the store collects—information like billing and shipping addresses to complete the purchase and start the shipping and fulfillment process.
Checkout pages are the final step in the online buying process—the conclusion of the customer journey. The goal of any checkout page is to provide a seamless, user-friendly experience that reduces barriers and lowers shopping cart abandonment rates.
What should a checkout page look like?
A checkout page should create a frictionless experience that guides customers from cart to purchase. In general, a modern checkout page should have the following elements:
- Clear order summary: Customers should be able to review their cart contents, including product details, quantities, and individual prices.
- Streamlined form fields: Only ask for essential information needed to complete the purchase. This typically includes shipping address, billing address (if different), and payment details.
- Multiple payment options: Offer a variety of payment methods to cater to different customer preferences.
- Security assurances and trust signals: Include security badges, SSL certificates, and customer reviews to build trust and reassure customers that their personal and payment information is secure.
- Shipping options and costs: Clearly display shipping methods, costs, and estimated delivery dates early in the checkout process.
- Clear call-to-action (CTA) buttons: Use prominent, easy-to-find buttons for crucial actions like Proceed to checkout or Place order to guide users through the process
At Shopify, we’re committed to checkout excellence—our current checkout outperforms competitors by an average of 15% in conversion rates.
One-page checkout vs. multipage checkout
A checkout page can be built as a single-page (or single-click) solution or a step-by-step process spread over multiple pages. The choice between the two depends on various factors, including the complexity of the purchase process, your target audience, and your goals. Here’s how one-page checkout and multipage checkout differ:
- One-page checkout: One-page checkout speeds up the process by including all required aspects onto a single page, including cart contents, payment details, contact details, billing and shipping address, and shipping options. One-page checkouts are fast but can be confusing if not designed well or if users are used to multipage experiences.
- Multipage checkout: A multipage checkout divides the entire checkout process into various steps and pages. To complete the purchase process, customers must go through all pages to input their information and select Buy. Multipage checkouts are longer but allow you to check where the customer left the buying process.
Seven great examples of good checkout pages
1. Gunner Kennels
Dog kennel brand Gunner Kennels uses minimal form fields, collecting only essential information.
Address fields use Google’s autocomplete address form, meaning the city, state, and ZIP code fields are auto-populated when the customer types their street address. Optional information, like the phone number, comes with an information box that explains why you may want to add it.
2. Tentree
Tentree's checkout page nails it by mixing smart shopping with saving the planet. You can easily see your order details, but the best part? You can plant trees right there as you buy, which directly aligns with Tentree's environmental mission and engages customers in sustainability efforts. Plus, they offer order protection, showing they care about your order as much as the trees. It's online shopping with a conscience—done right.
3. Bubs Naturals
Security badges like payment badges and SSL certificates reassure customers that their personal and payment information is secure.
Bubs Naturals offers one of the best checkout page examples for trust signals. The vitamins and supplements store uses product reviews, secure payment methods, and a 100% happiness promise on the checkout page.
These trustmarks address key customer concerns, reassuring them that their payment is secure, they are buying a quality product, and they can get their money back if they aren’t happy with their purchase.
4. Nanoleaf
Nanoleaf’s checkout page clearly shows the items in cart including its quantity and price so customers can review their orders.
It also accepts a wide range of payment methods, including major credit cards (Visa, Mastercard, Discover, Amex), digital wallets (Apple Pay, Google Pay), and other popular options like PayPal, Klarna, and crypto.com. Simply hover over the We Accept text and shoppers can select the best option for them.
Nanoleaf also includes value-added features on their checkout page. Notice the $9.99 shipping fee clearly displayed, as well as a two-year warranty and student discount, which can increase customer confidence and appeal to specific demographics.
5. ColourPop
Cosmetics brand ColourPop uses Shopify checkout to display all relevant costs and shipping fees on a single screen before sending customers to the payment page.
If the user has a Shop Pay account, all the information is already loaded on the checkout page and they can immediately go to pay with ease.
6. Ketnipz
On the Ketnipz merch store, users can choose whether to check out as a guest or returning customer. Guests have a standard checkout process, while returning fans of the brand can sign in for a fast checkout.
7. Kith
The Kith checkout page strikes a balance between efficiency and customer-centric design. It streamlines the purchase process with clear options for shipping and payment, while building trust through transparent pricing and security measures.
By offering incentives like Shop Cash rewards and Shop Pay installment plans, Kith caters to different customer needs and increases order value. These elements work together to create a user-friendly checkout process that meets different customer preferences.
Learn the imperative elements of a top-performing checkout based on insights from Shopify—the world’s number-one converting checkout platform.
Download the guideBest practices for optimizing your checkout page
According to data collected by the Baymard Institute, the average ecommerce cart abandonment rate is just under 70%. Cart abandonment varies depending on factors like hidden costs, complex checkout processes, and a lack of payment options.
To reduce cart abandonment, start by following these best practices for optimizing your checkout pages.
1. Keep the process simple and user-friendly
Your entire checkout process should be quick and easy, with minimal distractions and no unnecessary steps. To prevent this, only include form fields for information needed to complete the purchase. Others can either be optional or removed entirely.
Shop Pay streamlines this process even further by securely storing customers' payment and shipping information, allowing for one-click checkouts on future purchases.
2. Make navigation easy and intuitive
Checkout copy guides users through the process, and should be short, to the point, and descriptive. Include breadcrumbs to indicate progress, like:
- Step 1: Shipping information
- Step 2: Payment
If you’re using a multipage checkout, a progress bar is useful to show the consumer where they are in the checkout journey and encourage them to continue.
Providing clear calls to action with prominent buttons like Proceed to checkout or Place order help guide users through the process.
3. Incorporate trust signals
Buyers need to trust your ecommerce website. According to a survey by PYMNTS, 92% of customers were extremely satisfied with checkout experiences that used trustmarks. Social proof and security badges are two ways to send trust signals.
Money-back guarantees help build confidence and trust among customers. Star ratings and client reviews of products at checkout give users confidence in the product or service they’re buying. Shopify apps that collect and display reviews include Product Reviews, Judge.me, and Loox.
4. Provide multiple payment options
Buyers want options for paying for products and services online. Forty-two percent of US consumers said they would abandon a purchase if their favorite payment options weren’t available.
Provide a variety of payment methods, such as credit and debit cards, accelerated checkout methods (PayPal, Shop Pay, or Apple Pay), digital wallets, and buy now, pay later options to cater to different customer preferences.
When choosing a payment provider, consider the countries where you do business and where your customers live. Our list of payment gateways offers information on payment methods available in target countries and the currencies they support.
5. Allow customers to review their order
By providing the total cost of the order and the estimated shipping date early in the checkout process, you allow customers to assess if it fits in their budget and will arrive on time.
According to a study by PwC, 29% of shoppers visit sites to compare the total cost of purchase between stores before buying. This means they need to see the total cost of the transaction early in the buying process to help inform their decision.
Display the total cost of the order and estimated shipping times in the cart or checkout, including item prices, taxes, shipping costs and options, and promo codes. Ensure transparency by displaying total costs at each step of checkout. Clearly state if the cart subtotal excludes shipping. Consumers should know all prices upfront before entering payment information.
6. Offer guest checkout
Allowing customers to create an account with your store can smoothen the checkout process for future purchases. Not all users want to take the extra time to create an account, especially if they don’t plan to shop again at your store.
According to a report from PYMNTS, 12% of online shoppers found creating an account to be a major pain point when shopping online.
Giving users the option to check out as guests offers the best of both worlds. Returning customers can quickly check out using their account credentials, while occasional or one-time shoppers can complete the process as a guest.
7. Test and iterate
Creating multiple draft configurations of your checkout allows you to experiment with different layouts, features, and app integrations without affecting your live store. Use the preview function in the checkout and accounts editor to visualize how these changes will appear to customers across various devices.
Implement A/B testing to compare different versions and gather data on which performs better. Regularly analyze your checkout analytics, customer feedback, and abandonment rates to identify areas for improvement, and don't be afraid to make iterative changes to continually optimize the experience.
8. Prepare for high-traffic periods
High-traffic periods like seasonal sales or events such as Black Friday Cyber Monday can put significant strain on your checkout process. Well in advance of these events, create and test specialized checkout configurations designed to handle increased traffic and sales volume. This might include simplifying the checkout process, ensuring your server capacity can handle the load, and testing your payment gateway's ability to process a high volume of transactions.
Use the checkout and accounts editor to set up these configurations, and conduct thorough testing under simulated high-traffic conditions to identify and address any potential issues before they impact real customers.
9. Use advanced features
For businesses on the Shopify Plus plan, advanced customization options like Checkout Extensibility and the Checkout Branding API offer more control over the checkout flow.
- Checkout Extensibility allows you to build custom UI components and create unique checkout flows tailored to your specific business needs.
- The Checkout Branding API allows for programmatic customization of checkout styles, letting you dynamically adjust the look and feel based on various factors.
These advanced features can be used to create highly personalized checkout experiences, implement complex business logic, or integrate deeply with other systems.
Three common mistakes to avoid when designing checkout pages
1. Asking for unnecessary information
Requiring the customer to supply more than just the necessary information can lead to increased friction and dissatisfaction. Extra info should be optional, such as survey questions or demographic information.
2. Hiding shipping and tax information until the final step
Hiding costs until the last step can lead to customer resentment and lost sales. According to a report from Coresight Research, extra costs are the biggest reason customers abandon online shopping carts.
Prevent last-minute fees and shipping costs by clearly disclosing all charges upfront, eliminating surprise charges during checkout.
3. Neglecting optimization for mobile devices
If your online store and checkout pages aren’t responsive and mobile-optimized, you’re missing out on a significant portion of the online shopping market. Consumers' growing reliance on mobile devices for shopping shows the need to develop user-friendly and aesthetically pleasing experiences for their mobile websites and applications.
Read more
- Guest Checkouts: Definition, Benefits, and Best Practices
- One-Page Checkouts: Definition, Benefits & Optimizations
- 12 Checkout Process Optimization Tips to Increase Ecommerce Revenue
- 11 Ecommerce Checkout Best Practices: Improve the Checkout Experience and Increase Conversions
- What 1-Click Checkout Can Do for Your Small Business
- How to Optimize Your Mobile Checkout Flow
Checkout pages FAQ
What is cart abandonment rate and how can checkout pages reduce it?
Cart abandonment rate is the percentage of users who did not complete a transaction on an ecommerce website relative to the total number of initiated transactions. The best checkout pages reduce cart abandonment rates by:
- Providing a smooth and efficient experience
- Keeping the process simple
- Building trust with the user
- Offering multiple payment options
- Giving a guest checkout option
- Ensuring the process is mobile-friendly
Should I offer guest checkout or require account creation from customers?
It’s best to offer a choice between guest checkout and account creation. This ensures one-time shoppers receive a fast and efficient checkout, while repeat customers can skip form fields to expedite their purchases.
How can I make my checkout page mobile-friendly?
Make your checkout page mobile-friendly by:
- Reducing the number of pages, steps, and form fields
- Displaying total pricing prominently throughout the process
- Eliminating popups
- Using large imagery and text
- Using buttons instead of links
What are the types of checkout pages?
The two types of checkout pages are one-page checkouts and multipage checkouts. Single-page checkouts include all steps in the transaction process on a single page, while multipage checkouts spread it out across multiple stages.
