The checkout page is the final stretch of your customer's buying journey. Yet, it's also where many eCommerce businesses lose the most sales. Cart abandonment rates hover around 70%, and a poorly optimized checkout experience is often to blame. In this blog, we’ll explore the common pitfalls and how you can fix them to recover lost revenue.

Why Your Checkout Page Is Losing Sales (And How to Fix It)

1. Too Many Form Fields

The longer your checkout process, the more likely customers are to bounce.

Fix:

• Only ask for essential information.

• Use autofill and address suggestions (e.g., Google Places API).

• Combine steps or use a one-page checkout if possible.

Useful Tool: Formisimo — Analyze which form fields cause drop-offs.

2. Hidden Costs and Surprise Fees

Unexpected costs are one of the top reasons shoppers abandon their carts.

Fix:

• Be transparent about all costs upfront.

• Offer free shipping or set expectations early on.

Baymard Institute - Checkout UX Research

3. Lack of Trust Signals

No one wants to enter their credit card info on a shady-looking website.

Fix:

• Add SSL certificates.

• Display trusted payment icons (e.g., Visa, Mastercard, PayPal).

• Use customer testimonials and security badges.

Norton Shopping Guarantee

4. No Guest Checkout Option

Forcing account creation frustrates first-time buyers.

Fix:

• Always offer a guest checkout.

• Allow social or email login options.

Shopify’s Checkout Best Practices

5. Slow Load Times

A slow checkout page can kill conversions.

Fix:

• Optimize images and scripts.

• Use tools like PageSpeed Insights to test performance.

Pingdom Website Speed Test

6. Limited Payment Options

Shoppers want flexibility in how they pay.

Fix:

• Accept major credit cards, PayPal, Apple Pay, Google Pay, and BNPL solutions like Klarna or Afterpay.

Stripe’s Payment Solutions

7. Poor Mobile Experience

If your checkout isn’t mobile-optimized, you’re losing a large chunk of users.

Fix:

• Ensure responsive design.

• Use larger buttons, mobile-friendly keyboards, and streamline mobile steps.

Tool: Hotjar — Understand how users behave on your mobile site.

8. No Progress Indicators

Customers want to know how close they are to completing their order.

Fix:

• Add a progress bar (e.g., Step 1 of 3).

• Clearly label each stage.

9. Inadequate Error Handling

If users make a mistake during checkout and get no feedback, they’re likely to leave.

Fix:

• Use inline validation.

• Highlight errors with clear messages and suggestions.

10. No Exit-Intent Offers

Sometimes, a small incentive is all it takes to complete the sale.

Fix:

• Use exit-intent popups to offer a discount or free shipping.

Tool: OptinMonster — Great for capturing abandoning users.

11. Lack of Trust Signals

Customers need reassurance that your checkout process is secure and trustworthy. Without trust signals, many users will abandon their cart out of fear of potential fraud or privacy issues.

Fix:

• Add trust badges such as SSL certificates and payment processor logos (e.g., PayPal, Visa).

• Display customer reviews and ratings on the checkout page.

• Use social proof to highlight satisfied customers or recent purchases.

Tool: TrustPulse — A great tool to display real-time social proof and build customer confidence.

12. No Mobile-Friendly Checkout

With a significant portion of shoppers using mobile devices, an unoptimized checkout process for mobile can result in lost sales.

Fix:

• Implement responsive design to adapt to small screens automatically.

• Use input styles and buttons optimized for touchscreens.

• Enable payment options like Apple Pay and Google Pay for seamless mobile transactions.

Tool: Google Mobile-Friendly Test — Check whether your checkout page is mobile-friendly instantly.

13. Limited Payment Options

Offering only a few payment options can be a dealbreaker for potential customers, especially those who prefer alternative payment methods.

Fix:

• Accept multiple payment methods like credit cards, digital wallets (e.g., PayPal, Apple Pay), and even "Buy Now, Pay Later" solutions (e.g., Afterpay, Klarna).

• Show logos of accepted payment methods during the checkout process for clarity.

Tool: Stripe — A flexible payment gateway that supports multiple payment methods.

14. Lack of Express Checkout Options

Many customers value speed when completing a transaction. A lengthy checkout process can drive them away.

Fix:

• Include express checkout options such as "Buy with One Click" or wallet-based solutions (e.g., PayPal One-Tap).

• Allow users to save their payment details securely for faster checkouts in the future.

Tool: Shopify Plus — Offers advanced checkout features for a faster buying experience.

15. Poor Loading Speed on Checkout Page

Slow-loading checkout pages can frustrate users and cause them to abandon their cart, especially when browsing on slower connections.

Fix:

• Optimize images, reduce HTTP requests, and cache static content to improve speed.

• Use a CDN (Content Delivery Network) to deliver content faster.

• Simplify the design and scripts on the checkout page to reduce load times.

Tool: GTmetrix — Analyze and improve your checkout page load time.

16. No Cart Abandonment Recovery Strategy

Failing to re-engage users who abandon their carts means losing potential sales that can otherwise be recovered.

Fix:

• Use abandoned cart email campaigns to remind customers of incomplete purchases.

• Offer incentives such as discounts or free shipping in follow-up emails.

• Add urgency by reminding users of low stock or limited-time offers.

Tool: Klaviyo — Best for creating personalized email campaigns to recover abandoned carts.

17. Complicated Return Policy

Customers are hesitant to buy if the return process is not clear or seems difficult.

Fix:

• Display a simple, customer-friendly return policy on the checkout page.

• Ensure transparency regarding return costs, timeframes, and procedures.

• Offer a prepaid return shipping label to win customer trust.

Tool: Returnly — A platform to simplify and enhance your return process.

Tips to Optimize Your Checkout Process Further

Reduce Friction with Auto-Fill and Input Validation

• Enable auto-fill fields for shipping and billing information to save users time.

• Use input validation to ensure form fields are accurate before submission, reducing errors.

• For example, tools like Google Autocomplete API can improve data inputs for addresses.

Create a Sense of Urgency

• Highlight limited-time offers or low stock levels to motivate users to complete their purchase immediately.

• Include countdown timers on the checkout page to emphasize urgency.

Example: Text like “Only 2 items remaining in stock!” can work wonders.

Upselling Opportunities at Checkout

• Suggest complementary products during the checkout process to increase the average order value.

• For instance, offer "frequently bought together" suggestions beneath the cart summary.

Tool: Bold Upsell — Ideal for adding upselling options directly to your checkout flow.

Use Exit-Intent Popups Effectively

Exit-intent technology can detect when a user is about to leave the checkout page and trigger a personalized offer.

Strategies for Exit-Intent Popups:

• Offer a special discount for completing the checkout.

• Recommend alternative products to match their browsing behavior.

Tool: OptinMonster Exit-Intent — Proven to capture abandoning shoppers effectively.

Leverage Analytics to Improve Checkout

Tracking user behavior during checkout can provide invaluable insights into where customers drop off.

Key Actions:

• Use heatmaps to see where users are clicking or disengaging.

• A/B test different elements like button colors, text, or layouts to fine-tune your funnel.

Tool: Hotjar Analytics — Visualize customer interactions using heatmaps and session recordings.

Build Confidence with Post-Purchase Engagement

Once a user completes their purchase, the experience shouldn’t end there. Offering a seamless order confirmation and delivery process can build long-term loyalty.

Suggestions:

• Send an automated email showing order details and estimated delivery time.

• Provide a tracking number so customers can follow their shipment in real-time.

• Include a personal “thank you” note to make the experience more memorable.

Tool: AfterShip — Helps provide effective shipment tracking and notifications.

Final Thoughts

Your checkout page should reduce friction, not add to it. A well-optimized checkout experience boosts trust, improves user satisfaction, and increases your bottom line. Review your checkout process regularly, test changes, and prioritize simplicity and transparency.

Tool: Google Optimize — Run A/B tests on your checkout page.

Strategy Guide: Klaviyo - Abandoned Cart Email Flows