Improve Conversion Rates With 8 Simple Checkout Design Best Practices

People behave differently on mobile. Desktop websites that are squeezed onto a mobile screen cause checkout churn due to poor the customer experience. By adapting website design to customer behavior and expectations on mobile, retailers have the opportunity to significantly increase conversions. We’ve outlined 8 easy design best practices that will improve your checkout design and increase conversion rates on mobile.

1. Free Shipping Messaging

36% of customers abandon checkout when they see the shipping costs.

Checkout image

Research has proven that free shipping is more important than any other promotional offer, even the ones that would save the customer more money.

  • Show “free shipping” messages across the cart and checkout as incentives to complete the purchase
  • Tell the customer how much more they need to spend for free shipping to kick in
  • Be upfront with free returns in the checkout process – this gives customers assurance that they can reverse a poor decision

2. Guest Checkout As Default

37% of shoppers abandon cart when they are forced to login.

If the customer is not logged in, begin the checkout as a guest with a button to login later on.

  • Eliminate the friction that the sign-in page can create
  • Reduce the drop off that can happen if the customer does not see the guest checkout option on the screen
  • Increase conversions by defaulting to the simplest checkout experience

3. Save For Later

55% of customers abandon checkout because they weren’t ready to buy just yet.

Save for later image

Introduce save-for-later buttons at multiple points in the checkout, prompting the customer to login or register.

  • Prompt customers to login/create an account
  • Psychological call-to-action that is a friendlier alternative to abandonment
  • Allow the customer to keep these items in the cart but checkout with others, ensuring product does not get lost

4. Improved Security Messaging

13% of checkout abandonments are caused by fear of credit card security.

Secure checkout image

Leverage the reassurance of security messaging in the checkout with subtlety and correct placement.

  • Even the slightest addition of a security icon on payment buttons can have a positive impact on conversion.
  • Reaffirm with the option to read more about how it works
  • Provide security but keep the heavy legal copy outside out of sight until they are asked for

5. Introduce Address Lookup

12% of web buyers abandon checkout because the form asked for too much information. 

Autofill address image

Introduce address lookup software so the customer doesn’t need to enter more information than absolutely necessary.

  • Implement a predictive drop down feature so customers can quickly click on their address when they see it
  • Reduce the barriers to checkout by making the page size appear smaller and simpler

6. In-line, Real-Time Error Messaging

A case study for Tealeaf showed a loss of 44 billion in potential revenue because of minor mistakes.

Real time error messaging image

Improve error message clarity by adjusting language, placement, and frequency can reduce frustration and offer reassurance.

  • Include a visual indication that a field has been completed correctly to boost customer confidence
  • Validate forms on the client side when they are submitted to the server – place any error messages beside the specific form field that is causing the problem
  • Ensure messages are helping shoppers overcome problems – what language makes sense to a developer does not necessarily make sense to a customer

7. Increase Payment Options

25% of shoppers abandon checkout because their preferred payment method was not offered.

Payment options image
  • Introduce more payment methods to the checkout process.
  • Include options like Paypal, AndroidPay, and ApplePay and make it easy to toggle between them
  • Save the customer’s preferred method and make this default
  • Be upfront with the benefits of your store card, if there is one

8. Persistent Items Summary

12% of shoppers abandon checkout because the process is too complicated.

  • Introduce a persistent mini cart that the customer can open at any stage of their shopping journey.
  • Have cart contents in a place where it can be opened at all stages of the checkout
  • Gives 100% clarity to the customer and allow them to jump in and out of the checkout any time they want, without losing changes

The bottom line is your bottom line. If you’re not converting on mobile, you’re missing out on a huge share of the revenue pie. Get in touch for more info, or with any questions or concerns.

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