Creating The Perfect Checkout Experience

Creating The Perfect Checkout Experience

Sayoni Sinha
Sayoni Sinha

April 8, 2022

For e-commerce companies, no metric is more important than the conversion rate. You may have a great website and a steady traffic flow, but that doesn’t guarantee a sale. If those visitors don’t make it to your checkout page to finalise the purchase, none of the rest really matters. The success of your e-commerce website depends on how many sales you make, not how many people you can attract to your site. According to research from Baymard, average cart abandonment hovers around 70%. One out of every five shoppers abandons their cart due to a too long or complicated checkout process. This piece explains why you need to optimise your checkout process to turn more visitors into customers.


The checkout process is a set of specific steps that a consumer must take when undertaking an e-commerce purchase. It’s the grand finale for an e-commerce website. The visitor’s journey from awareness to interest, then on to desire and purchase, consists of a series of decisions they make based on the path provided by you. A failure anywhere on that journey means a loss of the sale. Dropping the ball during the checkout process is like an athlete running towards the finishing line and stopping short of crossing the line. All the hard work then goes unrewarded.

The final checkout page is what brings in your actual revenue. But the average eCommerce checkout conversion rate is 2.12%, whereas the average eCommerce add-to-cart conversion rate is 6.96%. So, where is it going wrong? Your customer’s journey is the answer. You can increase conversion rates on your checkout page by helping your shopper with everything they need to make an informed and confident decision.


1. Avoid Compulsory Sign-ups

A sure-shot way to drive your customer away is by forcing them to register. Just because a prospective client came to your website doesn’t mean he wants to register on your site.

> They may not have an intention of coming back to shop.
> They may find setting up passwords tedious.
> They may be worried about receiving unsolicited mails.

You can’t make users jump through additional hoops and expect high conversion rates. Forcing customers to register means you’re adding unnecessary steps before the user can complete the purchase. Instead, you can reduce friction by allowing guest checkout or social logins. Social sign-ins offer an easy alternative to registration and can speed up the checkout process.

A report from Gigya reveals that the leading reason people use social authentication is to avoid having to fill out online registration forms. In fact, 54% of users feel they may leave a website and go to another website rather than complete an individual registration form, according to a survey conducted by Blue Research. So if you want to make that sale, make it easy for your customers.

2. Review Carts and Keep Shopping

Your customers will need to review their basket before pressing that final button to complete their order. They would like to ensure they’ve actually got what they came to your site for. Item names alone aren’t the best method for helping your visitors to scan their basket, so make sure to add pictures, links and product specifications. Also, give users the option to continue shopping from the checkout page – What if they have forgotten something?

There’s nothing worse than hitting the back button and finding that your cart details have vanished. Many people also use their previous shopping carts as glorified wish lists for later. Why not allow them to do just that by letting them save their cart or optionally add products to a wishlist for a future purchase?

3. Pre-populate Fields for Faster Checkout

While adding their delivery information and contact details, customers often change their minds upon landing on the payment page. They may find the long checkout form tedious to fill. You shouldn’t be losing out on a sale because of this. Using solutions to aid address entry for customers performs two valuable functions: making it faster and easier for shoppers and ensuring that addresses are accurate.


The simplest way to avoid that problem is to deploy a tool like Blaze that automatically fills in the shipping information fields with the shopper’s billing information. Blaze’s checkout solution leverages the merchant’s existing data and the platform data to auto-fill such information and directly powers the customer to the payment page, where his card information is also auto-filled. With this personalisation, your business will realise the full potential of trust powered growth. This way, you’ll make the visitor’s life much easier, increasing the likelihood that they’ll transact with you. To know more about Blaze, check this out.

Read how Native Tongue reduced their checkout time by 70 % with Blaze

4.  Secure Payment Gateways

Your customers have a reason to be apprehensive when they enter their credit cards into your checkout forms. After all, they’ve heard countless stories of established retailers falling prey to data breaches. If you can assure your customers that their payment and personal information is entirely secure and impregnable, you’ll push them to proceed with the transactions. Include payment gateways, credit card logos, and other trust signals on relevant pages of your checkout process.

5. Incentivise COD Customers

Another aspect important for conversions is the promise of free shipping. If your customers are already in buying mode, free shipping makes it easier to rationalise making the purchase and reach the free shipping threshold.

Pic credit: Netmeds

In fact, 48% of consumers will add extra items to their carts to qualify for free shipping. But the problem of returns can be an issue. Return to origin (RTO) loss can eat into the net margin of your D2C store, with the average return rate jumping up to a whopping 40% for COD orders. But not if you have Blaze. A good data enrichment tool for digital footprint analysis such as Blaze, can spot the riskiest buyers before excessive returns damage to your business. Blaze helps merchants automate sifting through COD orders and preempts RTO losses without compromising GMV. To learn more about preventing RTOs with Blaze, read this.

6. Be Device Agnostic

Let’s face it. It’s a mobile-first world, and mobile commerce sales were projected to reach $3.56 trillion in 2021—22.3% more than the $2.91 trillion it registered in 2020. Nothing frustrates a user more than a lousy interface, and if your platform is mobile-friendly, it offers a better experience to your customers. Have a comprehensive and strategic approach to enhance your customer’s experience. When you opt for the development, design, and optimisation of the checkout page, you need to focus on a uniform, mobile-friendly design for all devices. With so many types of mobile screens now available, checkouts can be harder, especially for those with big thumbs and small screens that can cause accidental clicks, making users frustrated.

It’s therefore essential to minimise this risk. So, form fields, CTAs need to be the right size and given enough space so that areas and links aren’t too close together. Retailers can also make mobile checkout easier by tapping into device-specific capabilities like using the smartphone camera to scan payment cards or showing the best keyboard for the form field.

7. Dealing With Coupon Code Boxes

Coupon codes are a big part of the online shopping experience for a customer and a common tactic used by retailers for customer acquisition. Most checkouts or shopping cart pages now account for a coupon code box. This is great for customers with codes to use, but for those with no code, it’s a sign that they may be missing out on a better deal.


Having seen the code box, they may search for codes and not return to complete the purchase. You could offer customers a standard discount code to minimise this problem, perhaps promoting it next to the code box. Another alternative is to move the box to a less prominent place. Then, those customers that have a code will find it, but others may not notice it.

Blaze for Faster Checkouts

Providing a good checkout experience for customers is a key aspect of e-commerce that is often overlooked. It just takes one friction-filled experience for the customer to leave your site and go to your competitors. Using Blaze for a faster checkout will help your business to increase its GMVs and keep your customers satisfied with less friction while shopping. To know more about Blaze,  request a demo..

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