Is Your Checkout Leaking Money? 7 Ways to Optimize (Test Solutions in Your Free Trial)
Online stores lose billions every year due to cart abandonment, with 69.82% of carts left behind. The reasons? Hidden fees, slow loading times, mandatory account creation, and complicated checkouts. But the good news is, you can fix these issues and boost your sales. Here’s how:
- Simplify the Checkout Process: Keep steps short and forms minimal. One-page checkouts can increase conversions by up to 37%.
- Enable Guest Checkout: Avoid forcing account creation, as 24% of shoppers abandon carts for this reason.
- Offer Multiple Payment Methods: Add popular options like digital wallets (Apple Pay, PayPal) and Buy Now, Pay Later (BNPL) services to capture more sales.
- Optimize for Mobile: Mobile carts have an abandonment rate of 85.65%. Fast-loading, mobile-friendly designs can drastically improve conversions.
- Show Shipping Costs Upfront: Hidden fees drive away 48% of shoppers. Be transparent about costs and delivery times.
- Add Trust Badges: Security concerns stop 25% of shoppers. Display badges like SSL certificates and payment logos to build trust.
- Remove Distractions: Eliminate clutter and add live chat support to keep shoppers focused on completing their purchase.
These strategies are proven to reduce friction and recover lost revenue. For example, retailers like White Stuff saw a 37% boost in conversion rates by simplifying their checkout, while mobile-first improvements led to a 50% increase in conversions for Shopify stores using Shop Pay.
Want to see what works for your store? Test these changes with Clean Commit’s 30-day free trial and measure the impact on your sales. Small tweaks can make a big difference.
Streamlining Your Shopify Checkout Process: Step-by-Step Guide
Why Your Checkout Loses Revenue
Your checkout process might seem fine at first glance, but it could be quietly draining revenue. Every year, e-commerce businesses lose a staggering $18 billion due to cart abandonment. And much of this loss stems from avoidable frustrations that drive away customers ready to buy.
Here’s a reality check: 48% of shoppers abandon their carts because of unexpected costs like shipping and taxes. Another 26% leave when forced to create an account, and 31% quit due to overly complicated checkout processes. These numbers highlight how even small hurdles can have a massive impact on your bottom line.
"Shopping cart abandonment isn't just a metric, it's a direct indicator of friction in your customer journey."
- Sadie Arnold, Senior Customer Success Manager at Omnisend
Hidden costs are one of the biggest culprits. When customers encounter surprise shipping fees or additional charges at checkout, 20% will abandon their carts immediately. Worse, 67% of shoppers won’t return to a retailer after a bad shipping experience, and 55% are likely to share their disappointment online.
"We're at a critical juncture for retail. Tariffs and supply-side pressures are no longer looming threats, they're the new normal. The brands that obscure those costs or spring them on customers at checkout are eroding trust. In this environment, agility, visibility, and transparency are non-negotiable. Retailers need to build experiences that feel like clarity and control is in the customer's hands."
- Mariano Gomide de Faria, founder and co-CEO of VTEX
Another issue? Speed - or lack of it. Nearly 47% of shoppers expect a webpage to load in 2 seconds or less. A delay of just one second can slash conversions by 7%, and as load times creep from 1 to 5 seconds, the chance of a bounce skyrockets by 90%.
Complicated forms only add to the problem. Around 81% of customers abandon at least one form during checkout, often because they’re overwhelmed by the amount of information required.
Mobile shoppers face even tougher challenges. With abandonment rates reaching as high as 78% on mobile devices, small screens, sluggish load times, and unexpected fees make the process even more frustrating.
When you combine slow loading speeds, hidden fees, mandatory account creation, and overly complex forms, the result is almost guaranteed abandonment.
Every abandoned cart represents lost revenue - and it’s a loss that stings even more when you consider the time customers have already invested in selecting their products. Identifying these friction points is the critical first step to turning abandoned carts into completed sales.
1. Make Checkout Steps Simple
A complicated checkout process is one of the quickest ways to lose customers. Building on earlier points about hidden costs and delays, simplifying the checkout flow can directly tackle one of the biggest culprits behind lost revenue. In fact, 17% of shoppers abandon their carts due to overly complicated checkouts. Combine that with the four-minute expectation threshold, and the impact on your bottom line becomes even more apparent.
Let’s explore how simplifying your checkout process can reduce cart abandonment and boost conversions.
Impact on Reducing Cart Abandonment
A streamlined checkout process directly addresses key reasons for cart abandonment. Long, drawn-out steps account for 18% of abandonments, while forcing customers to create accounts drives away a staggering 34%. To combat this, focus on what’s truly essential. While many e-commerce sites include as many as 12 form fields during checkout, most retailers only need around eight to complete a transaction.
"Abandoned carts are often due to people changing their minds from having to fill out too much information. People want as few steps as possible, and the more streamlined your system is, the less likely they are to rethink their purchase and abandon their cart." – Ann McFerran, CEO of Glamnetic
Simplify with Shopify
Shopify’s checkout system is built with conversions in mind, outperforming competitors by up to 36%. Its one-page checkout design, combined with features like Google Autocomplete for auto-filling forms, reduces typing errors and saves customers time. Express checkout options, such as Shop Pay, enable one-click purchases, which has proven successful for businesses like The Tur-Shirt Company. Similarly, Thesus saw a 35.62% increase in conversions after implementing a 1‑click checkout feature.
Relevance to U.S.-based eCommerce Businesses
For U.S. shoppers, speed and simplicity are non-negotiable. A whopping 63% of customers are ready to abandon their carts if they can’t check out as a guest. With mobile shopping expected to account for 63% of all e-commerce purchases by 2028, having a simplified, mobile-friendly checkout process is essential to capturing this growing audience.
Potential to Increase Conversion Rates
Simplifying the checkout experience can lead to significant gains. For example, White Stuff achieved a 37% boost in conversions and a 26% increase in average order value after switching from a three-page checkout to a single-page design. A fast and user-friendly checkout process can even convince 27% of hesitant shoppers to complete their purchases instead of abandoning their carts.
"When it comes to the cart and basket pages, it's important to keep things as simple as possible. Provide a very clear overview of what the user has added to cart and indicate the next step, as well as how they can make changes to their order. Only include custom fields if they are absolutely necessary, since they naturally create more friction for shoppers." – Zarina Bahadur, CEO and founder of 123 Baby Box
Streamlining your checkout process also opens the door for further improvements, such as enabling guest checkouts and optimizing for mobile users. These steps can make a measurable difference in both customer satisfaction and overall sales.
2. Add Guest and Express Checkout
Forcing customers to create an account before making a purchase can seriously hurt your sales. In fact, 24% of shoppers abandon their carts when required to sign up first, making guest checkout an essential feature for retaining revenue. Nearly half of online shoppers prefer guest checkout because it’s faster and demands less personal information.
Impact on Reducing Cart Abandonment
Guest checkout is a game-changer when it comes to reducing friction during the buying process. It eliminates the hassle of mandatory account creation, which 43% of shoppers favor avoiding. Even among existing account holders, 72% still opt for guest checkout due to its speed. With two-thirds of consumers expecting to complete their checkout in under four minutes, simplifying the process is a no-brainer.
Express checkout options take this a step further. Brands that offer multiple express payment methods report 10-20% higher conversion rates compared to those limited to traditional credit card fields. Shop Pay, for instance, converts at a rate 1.72 times higher than standard checkouts overall - and an impressive 1.91 times higher on mobile devices. These streamlined options remove obstacles between customer intent and purchase, making them a must for eCommerce success.
Ease of Implementation with Shopify
If your store runs on Shopify, adding guest and express checkout options is a breeze. These features can be enabled directly through Shopify’s admin dashboard, making it simple to upgrade your checkout experience.
Relevance to U.S.-based eCommerce Businesses
For American shoppers, speed and convenience are top priorities. With up to 70% of carts abandoned due to clunky or time-consuming checkout processes, U.S. retailers need to pay close attention. PayPal's Fastlane data from Q4 2023 highlights this shift: 70% of guest checkouts still recognized returning customers, proving that guest checkout is now the expected norm.
Potential to Increase Conversion Rates
Offering multiple express checkout options not only reduces cart abandonment but also directly boosts conversion rates by 10-20%. Additionally, providing a variety of payment methods tackles another common issue: 11% of shoppers abandon their carts when they don’t see their preferred payment option.
"As a result, guest checkout conversion rates for first-time shoppers are often higher because there are fewer barriers to completion." – Shopify Plus
"By enabling customers to complete transactions without creating an account, a guest checkout option can help reduce barriers to conversion." – PayPal Editorial Staff
And don’t worry - offering guest checkout doesn’t mean you’re losing future customers. After the sale, you can still encourage account creation by highlighting perks like order tracking and faster checkouts for future purchases, without making it a roadblock to the current transaction.
3. Accept More Payment Methods
Offering a variety of payment options can make a big difference in reducing checkout friction and increasing conversion rates. When shoppers don't see their preferred payment method at checkout, abandonment rates can spike to 11-13%. This means lost revenue simply because the right payment choices weren't available. In 2023, digital wallets made up 50% of global eCommerce transaction value, and that number is expected to climb to 61% by 2027. Clearly, providing diverse payment options isn't just a nice-to-have - it’s a must.
Impact on Reducing Cart Abandonment
Limited payment options can be a major roadblock for completing purchases. This is especially true when you consider generational habits. For example, nearly 80% of Gen Z shoppers prefer digital wallets. Similarly, 40% of Buy Now, Pay Later (BNPL) users say they’ll abandon their cart or choose a cheaper alternative if BNPL isn’t offered. PayPal's research also highlights the importance of speed and simplicity: 54% of their users cited faster checkout as the main reason they chose PayPal, while 50% appreciated the easy payment process.
Ease of Implementation with Shopify
Shopify makes it simple to add more payment methods. Through the Payments settings, merchants can activate additional options by following the platform’s in-app instructions. Shopify's dynamic checkout buttons automatically show the most relevant wallet option based on the shopper’s device, creating a smooth experience with minimal effort. However, keep in mind that Shopify charges third-party transaction fees for alternative payment methods unless you use Shopify Payments.
Relevance to U.S.-Based eCommerce Businesses
In the U.S., payment preferences are evolving rapidly. Credit cards are still the most popular choice, but digital wallets like Apple Pay, Google Pay, and Amazon Pay are quickly gaining traction. According to Salesforce's 2022 State of Commerce report, the number of businesses accepting Apple Pay grew by 10 percentage points compared to the previous year. To cater to the widest possible audience, U.S. retailers should offer a mix of traditional payment methods (credit, debit, and ACH) alongside newer options like digital wallets and BNPL services.
Potential to Increase Conversion Rates
Adding the right payment methods can boost your conversion rates by up to 30%. For example, merchants using Shop Pay Installments have reported impressive results, with one in four seeing a 50% increase in average order value when customers use installment payments.
To maximize conversions, enable multiple wallet options and at least one BNPL service. Make these payment choices visible on your product pages and during checkout. Use analytics tools to track how each payment method is performing to better understand what works best for your customers.
4. Fix Mobile Checkout Issues
Improving mobile checkout performance is a must for businesses aiming to keep up with today’s mobile-savvy shoppers. Mobile users are five times more likely to abandon their shopping tasks if a site isn’t mobile-friendly, making this a major revenue drain for retailers.
With mobile commerce expected to account for 78% of global retail sales by 2025, it's clear that mobile optimization is no longer optional. In 2023 alone, mobile ecommerce generated $1.7 trillion, but here’s the kicker: only 1% of online shoppers are satisfied with the mobile shopping experience. Many leave within three seconds or less. Fixing mobile checkout issues addresses a critical pain point where businesses lose the most revenue.
Impact on Reducing Cart Abandonment
Cart abandonment rates are highest on mobile devices, reaching 85.65%, compared to 73.07% on desktops. Poor mobile experiences are a factor in 21% of cart abandonments, and only 42% of mobile users complete the checkout process, compared to 47% of desktop shoppers.
Streamlining the checkout process can make a big difference. A one-page checkout has been shown to reduce abandonment by 21.8%, while improving page load times can boost conversions by 26%. Offering secure checkout options can further increase mobile conversions by 44%.
Simplifying Mobile Optimization with Shopify
Shopify provides tools that make mobile optimization easier. Its responsive, mobile-first themes automatically adapt to different screen sizes. Shop Pay, Shopify’s express checkout feature, is especially effective - mobile checkout conversions are 1.91 times higher with Shop Pay compared to standard checkouts.
To enhance the mobile experience, focus on details like displaying the right keyboard for form fields, optimizing form fields and CTA buttons for touchscreens, and adding progress indicators to guide shoppers through the process.
Why It Matters for U.S. eCommerce Businesses
In the U.S., mobile commerce is thriving. Nearly one-third of internet users shop on their mobile devices weekly, and 58.33% of ecommerce traffic comes from mobile. Younger shoppers, in particular, expect smooth and efficient mobile experiences.
Leading U.S. brands are already prioritizing mobile-first strategies. Kotn’s co-founder Benjamin Sehl highlights the importance of simplicity:
"The majority of our customers today are discovering new products on the go on their mobile devices, and if they have to fill out a form, we've lost them."
Brands like Glossier use express checkout options such as Shop Pay for one-tap purchases, while Boden enhances the user experience with minimal form fields and clear call-to-action buttons.
Boosting Conversion Rates Through Mobile Optimization
Mobile optimization can drive significant increases in conversion rates. For example, White Stuff, a retail brand, transitioned from a three-page to a one-page checkout, resulting in a 100% improvement in mobile speed, a 37% increase in conversion rates, and a 26% jump in average order value. Similarly, Merchology, a B2B custom apparel company, saw mobile conversion rates rise by 40% and mobile revenue grow by 340% year-over-year after adopting a mobile-first design.
To replicate these successes, focus on reducing unnecessary form fields, enabling auto-fill, and offering express checkout options right at the start of the process. Implementing Progressive Web App (PWA) technology can also help, as it’s been linked to a 70% increase in session length and a 20% boost in page views per session. Regular A/B testing and analytics will ensure continuous improvement in your mobile checkout performance.
5. Show Clear Shipping Costs and Times
Making shipping costs and delivery times clear is just as important as simplifying checkout steps and payment methods. Why? Because unexpected shipping fees are a dealbreaker for nearly half of online shoppers. These hidden costs can send potential customers straight to the exit, leaving their carts behind. Let’s dive into the numbers to see how shipping uncertainties impact cart abandonment.
How Shipping Issues Drive Cart Abandonment
Extra fees - like shipping, taxes, or other hidden charges - are responsible for abandonment rates ranging from 48% to 61%. In fact, about half of shoppers leave their carts when surprised by additional costs.
Delivery timing is another major factor. Nearly 29% of shoppers abandon their purchase if they realize their order won’t arrive in time, and 20% cite slow delivery speeds as the reason. When delivery estimates aren’t clear from the start, customer confidence in completing the checkout process plummets.
Some industries are hit harder than others. For instance, higher-priced sectors like home furnishings see abandonment rates of 78.65%, jewelry hits 81.68%, and telecommunications follows closely at 79.16%. On the other hand, everyday items like groceries (50.03%) and pharmaceuticals (57.31%) face lower abandonment rates.
"As an ecommerce business, you may be losing potential customers due to unexpected shipping costs."
Using Shopify to Simplify Shipping Transparency
Shopify provides built-in tools to make shipping costs and delivery times crystal clear. The platform integrates with major carriers like UPS, FedEx, and USPS, automatically calculating shipping costs based on factors like package weight, size, and destination.
Many Shopify stores also use free shipping thresholds to encourage bigger orders. For example, offering free shipping on purchases over a certain amount can help absorb costs while boosting sales. Additionally, Shopify allows stores to offer multiple shipping options - standard, expedited, or express - while providing real-time delivery estimates during checkout.
Why This Matters for U.S. eCommerce Businesses
For U.S.-based online retailers, shipping clarity isn’t just a nice-to-have - it’s a must. Sixty-six percent of American shoppers expect free shipping on all online orders, and 80% anticipate free shipping once their cart hits a specific dollar amount. Delivery options also play a big role: 66% of consumers consider them when deciding where to shop, and 87% share positive experiences when their shipping expectations are met.
Given the size of the U.S., accurate delivery estimates are especially important for time-sensitive purchases, like gifts or items needed for specific events. Customers want to know exactly when their order will arrive, and anything less can lead to lost sales.
Boosting Conversion Rates Through Transparency
Clear shipping information doesn’t just reduce cart abandonment - it can also significantly increase conversion rates. Transparent shipping details can boost conversions by 25%, while providing precise delivery estimates adds an extra 10%.
Here’s a real-world example: A beauty and hair care brand adjusted its free shipping threshold from $80 to $45 to better match the average cart size of abandoned checkouts. The result? They doubled their revenue and nearly tripled sales.
Shipping transparency also builds customer loyalty. Seventy-two percent of shoppers are more likely to recommend a retailer that provides clear delivery times, and 90% place high importance on accurate delivery estimates. Plus, eliminating surprises pays off - 23% of shoppers admit they didn’t complete their purchase because they couldn’t calculate the total cost upfront.
In short, when you make shipping costs and delivery times clear, you’re not just reducing friction - you’re setting the stage for happier customers and better sales.
6. Add Security and Trust Badges
Once you've tackled payment methods and mobile optimization, the next step is to build trust through visible security cues. Trust badges are those small icons or logos that instantly tell customers, "It's safe to shop here." When shoppers see familiar security seals or payment logos during checkout, it reassures them, making them more likely to complete their purchase. These visual cues address hesitation and boost confidence at a critical moment.
Impact on Reducing Cart Abandonment
Security concerns are a major reason behind cart abandonment. Around 25% of shoppers leave because they don't trust the site with their credit card details, and 17% abandon due to general online security worries. In fact, nearly 61% of customers won’t finalize a purchase if the site lacks trust logos. When checkout pages lack these visual reassurances, customers start questioning the legitimacy of the site and the safety of their personal data.
"Trust badges are like little signals on your website that scream, 'Hey, it's safe to shop here!' They make visitors feel secure, and that's no small thing."
– Rhea Diamante, Copywriter, Debutify
Trust badges directly address these fears. Security badges show that your site has an SSL certificate and follows proper security protocols to protect customer data. Payment badges, on the other hand, link your store to trusted brands like Visa, Mastercard, or PayPal, giving shoppers confidence through association with established companies.
Ease of Implementation with Shopify
Adding trust badges to your Shopify store is simple. Shopify apps let you drag and drop trust badges onto your site without needing any coding skills. For more control, you can tweak your theme code or use Shopify’s theme customizer.
The key is to use badges that are widely recognized and trusted. Popular options include Norton Secured, McAfee Secure, SSL certificate badges, and payment method logos like Visa, Mastercard, American Express, PayPal, Apple Pay, and Google Pay.
Place these badges strategically. Display security badges prominently on your homepage to make a strong first impression. For payment-related badges, position them near the payment fields on your checkout page - right where customers need that final reassurance. Keep the design clean, and ensure the badges match the issuing authority's colors and logos to maintain credibility. These small additions not only create a sense of security but also improve your checkout experience overall.
Relevance to U.S.-Based eCommerce Businesses
Shoppers in the U.S. have high expectations when it comes to online security. Over 75% of American consumers check for security badges before making online payments, and 85% actively look for trust badges when shopping. With growing concerns about online fraud and identity theft, these visual cues are more important than ever.
Additionally, U.S. shoppers expect to see familiar payment method logos. While credit cards remain the most popular option, digital wallets like Apple Pay, Google Pay, and PayPal are gaining traction. Not offering these options can hurt your conversions - 13% of shoppers have abandoned carts because there weren’t enough payment choices.
Some trust badges resonate particularly well with American audiences. Research from the CXL Institute found that the PayPal Trust Seal significantly boosted perceived security more than other badges. Similarly, the Baymard Institute identified Norton as the top-performing trust badge, followed by Google and the Better Business Bureau.
Potential to Increase Conversion Rates
The impact of trust badges on conversion rates is undeniable. A study by the Baymard Institute revealed that adding trust badges to a website could increase conversion rates by up to 42%. This isn’t just theory - real businesses have seen tangible results.
For instance, in 2014, Blue Fountain Media added a VeriSign trust seal to their checkout page and saw a 42% increase in sales. Another retailer reduced cart abandonment rates by 8% simply by adding a trust badge to their payment page. Forms with trust badges also convert 42% better than those without.
Case studies further underscore their effectiveness. McAfee Secure partnered with a golf equipment website and achieved a 7.8% boost in conversion rates. Similarly, TRUSTe tested its privacy certification on a personal care products site and saw a 20% jump in conversions.
To get the most out of trust badges, follow some best practices. Avoid overloading your site with too many badges, as this can create visual clutter. Ensure badges are mobile-friendly and keep them updated with valid renewal dates. Strategically place them across your site rather than clustering them in one area, and use A/B testing to determine what works best for your audience. These thoughtful adjustments can lead to noticeable improvements in your conversion rates.
7. Remove Distractions and Add Help Options
The last piece of the puzzle for optimizing your checkout process is creating a clean, distraction-free environment where customers can confidently complete their purchase. A cluttered checkout page with unnecessary options or confusing elements often leads to abandoned carts. On the flip side, providing quick, accessible support can reassure shoppers and encourage them to finalize their purchase.
Impact on Reducing Cart Abandonment
After simplifying checkout steps and clarifying shipping details, the next priority is minimizing distractions. Shoppers are more likely to abandon their carts when overwhelmed by unnecessary elements. One common culprit? The promotional code box. While discounts can drive sales, a prominent coupon field often sends customers hunting for deals elsewhere - many of whom never return to finish their purchase [77, 78].
In contrast, offering live chat and other support options can have the opposite effect. Quick answers to questions reassure customers, making them more likely to complete their transactions. Studies show that businesses responding to customer chats within five minutes are 69% more likely to secure a sale.
Ease of Implementation with Shopify
Shopify makes it easy to streamline your checkout and add support options. You can customize your checkout to remove unnecessary navigation, banners, and cluttered fields. Instead of placing a coupon entry box front and center, consider following Amazon's lead: highlight discounts on category pages, use simple checkboxes on product pages to apply deals, and tuck gift card or discount fields into drop-down menus.
For customer support, Shopify Inbox offers a seamless live chat solution. You can customize the chat widget to match your store's branding and set up automated greetings to engage customers right away. Pre-written replies for common questions save time while ensuring consistent responses. These tools are particularly valuable for U.S. shoppers, who expect quick, clear assistance.
Relevance to U.S.-Based eCommerce Businesses
For U.S. shoppers, simplicity and speed are non-negotiable at checkout. A staggering 24% of online shoppers will abandon their carts if forced to create an account, while unexpected costs lead to 49% of abandoned carts. Quick support can make all the difference - responding to customer inquiries within five minutes can significantly boost conversion rates. In fact, customers using Shopify Inbox to chat with businesses are 70% more likely to complete their purchase. This becomes even more critical during peak shopping seasons, where even minor distractions, like a coupon code field, can hurt sales.
Potential to Increase Conversion Rates
Streamlining your checkout and adding help options can have a big impact on conversion rates. According to Forrester, shoppers who interact with live chat are three times more likely to convert, and their average cart value is 10%–15% higher than that of other shoppers. Real-world examples back this up. In 2021, Brevite improved its mobile checkout by displaying only essential fields and hiding others behind a link. By removing the coupon code box, more shoppers went straight to the "Pay now" button.
Planet Nusa, an activewear brand, uses Shopify Inbox for live chat to answer customer questions, especially about sizing. This approach has directly increased sales. Co-founder Mille Skat shared:
"It should be easy and fun getting activewear. Shopify Inbox has been our greatest tool for that. The best thing about talking to your customers in real time is that they get to feel part of the community we're trying to build, both online and offline."
The key is finding the right balance: eliminate distractions while keeping support options readily available. This focused strategy ensures shoppers stay engaged and have their questions answered, guiding them smoothly to complete their purchase. These adjustments, like the earlier steps, have consistently shown to boost conversion rates for Shopify stores.
How to Test These Changes with Clean Commit's Free Trial
Now that you’ve implemented seven key checkout optimizations, it’s time to put them to the test. Clean Commit offers a 30-day free trial, giving you the chance to see these changes in action. During the trial, you can run up to three experiments to determine which adjustments have the greatest impact on your conversion rates and revenue. This hands-on period bridges theory and practice, letting you see real results from the strategies discussed earlier.
Setting Up Your Testing Strategy
To get meaningful insights, it’s important to test changes strategically. Instead of rolling out all seven optimizations at once, test them one at a time. This approach allows you to pinpoint which specific modifications deliver the most impact. Clean Commit’s method involves identifying key elements of your checkout process, creating variations, and splitting your website traffic to measure performance.
Start with changes that historically yield strong results. For example, simplifying your checkout header by removing distractions has consistently proven effective. Devon Cox, President of ConversionTeam, highlights this strategy:
"We often test 'distraction-free' checkout headers and footers since it's become a best practice a couple years ago. These tests have a high success rate, winning about 80% of the time."
- Devon Cox, President, ConversionTeam [48]
Key Metrics to Track During Your Trial
The 30-day trial provides ample time to track essential metrics that reveal the effectiveness of your changes. The conversion rate is a critical indicator, measuring the percentage of visitors who complete a purchase. For U.S. e-commerce stores, these rates typically range from 1.4% to 6.8%, depending on the industry.
Another key metric is the cart abandonment rate, which averages 69.82% for e-commerce retailers. Notably, 18% of U.S. shoppers abandon their carts due to lengthy or complicated checkouts.
Additionally, monitor revenue per visitor (RPV) and average order value (AOV) to assess financial performance. Don’t forget to track your customer acquisition cost (CAC) to understand how checkout improvements affect your marketing efficiency. These metrics together provide a comprehensive view of how your optimizations impact your store’s performance.
Real Results from Testing Checkout Simplification
Real-world data underscores the value of these optimizations. For instance, ConversionTeam CRO Agency conducted a test with a multi-brand gift card platform, focusing on simplifying the checkout header. Over 22 days and 29,841 users, they tested three simplified designs against the original.
The winning design boosted the checkout conversion rate by 4.9% and increased revenue by 18%, achieving a 99% confidence level.
Understanding Your Test Data
When analyzing your test results, focus on sustained trends rather than daily fluctuations. A successful test typically shows consistent improvement over at least two weeks of data collection.
Dive deeper into customer behavior patterns to understand why some changes outperform others. For instance, if enabling guest checkout significantly boosts conversions, it’s a clear sign that account creation was a barrier for your customers. This insight aligns with previous studies showing the effectiveness of guest checkout options.
Making Data-Driven Decisions
Clean Commit’s testing approach takes the guesswork out of optimization. Instead of relying on assumptions, you’ll have concrete data showing how each change impacts your store’s performance. This scientific approach ensures that every decision is rooted in actual customer behavior.
"Place 10–20 test orders to verify the ease of checkout."
- Michael Levy, CMO of Pete & Pedro
Optimization is an ongoing process. While the free trial gives you a solid starting point, the most successful stores continuously test and refine their checkout experience. Each experiment builds on the last, creating a cycle of improvement that can significantly enhance your revenue over time.
Before vs After Results Table
When checkout optimization strategies are implemented, the results speak for themselves. Real-world data showcases the tangible benefits of streamlining the checkout process.
| Metric | Before Optimization | After Optimization | Improvement | Example Store |
|---|---|---|---|---|
| Conversion Rate | 2.1% | 2.9% | +37% increase | White Stuff |
| Average Order Value | $85.00 | $107.10 | +26% increase | White Stuff |
| Mobile Conversion Rate | 1.8% | 2.7% | +50% increase | Shopify stores with Shop Pay |
| Orders per Month | 1,250 | 1,600 | +28% increase | Wreaths Across America |
| Page Load Speed | 655ms | 98ms | 85% faster | Fire Department Coffee |
For example, White Stuff transitioned from a three-page checkout to a streamlined one-page process. This change resulted in a 37% boost in conversion rates and a 26% increase in average order value.
Wreaths Across America took a broader approach, optimizing their entire checkout flow. The result? A 63% increase in overall revenue, a 28% jump in monthly orders, and a 27.5% rise in average order value.
Mobile optimization is another game-changer. With 90% of mobile carts abandoned globally, improving mobile checkout can yield dramatic results. Fire Department Coffee, for instance, slashed their Time To First Byte from 655ms to just 98ms, leading to higher order values and increased revenue.
Express checkout options also drive impressive results. Stores using Shop Pay see up to 50% better conversion rates compared to standard guest checkouts. Similarly, Apple Pay can double conversion rates compared to traditional methods. One clothing retailer even reported a 15% increase in mobile conversions immediately after enabling Apple Pay.
Building trust with customers is equally important. Adding security badges to checkout pages has been shown to increase conversions by 15% overnight. Meanwhile, a beauty brand reduced cart abandonment by 10% simply by simplifying its mobile forms.
These examples highlight how small, targeted changes can lead to significant revenue growth. By addressing specific pain points in the checkout process, businesses can achieve 60–80% overall revenue growth in many cases. Most of these successes didn’t require a full website overhaul - just a focus on eliminating friction during checkout.
With Clean Commit’s 30-day testing period, you can identify and implement similar improvements, unlocking the potential for sustained performance gains. Small adjustments, when done right, can deliver big results.
Conclusion
Your checkout process can either be a powerful revenue driver or a costly weak spot. With 69.82% of carts abandoned on average and $18 billion in lost sales each year due to checkout issues, the stakes are high. The seven strategies we’ve covered here aren’t just ideas - they’re proven methods that, when applied systematically, can boost conversions by 35.62%.
The numbers tell a compelling story about the impact of checkout optimization. For example, White Stuff’s streamlined one-page checkout led to a 37% jump in conversion rates and a 26% increase in average order value, while Wreaths Across America saw 63% revenue growth with a comprehensive approach. These success stories highlight what’s possible when businesses prioritize their checkout experience. Clean Commit’s free trial offers the perfect opportunity to start testing these strategies for yourself.
"Abandoned carts are often due to people changing their minds from having to fill out too much information. People want as few steps as possible, and the more streamlined your system is, the less likely they are to rethink their purchase and abandon their cart."
– Ann McFerran, CEO of Glamnetic
Optimizing your checkout isn’t just about increasing conversions - it’s about making every visitor count. Unlike ad campaigns that require ongoing investment, checkout improvements work around the clock, turning your existing traffic into paying customers. With mobile commerce now accounting for 73% of total eCommerce, features like express checkout options (Apple Pay, Shop Pay) and visible security badges can build trust and simplify the buying process, directly improving conversion rates.
Clean Commit’s 30-day free trial gives you the tools to test up to three experiments and gather actionable insights. This approach aligns with the fact that 62% of businesses report free trials contribute to over 10% of their revenue. By testing what works best for your audience, you can make data-driven decisions that deliver measurable results.
The key to success lies in a systematic, data-driven approach. Random changes rarely deliver meaningful results, but targeted adjustments based on user behavior consistently outperform major redesigns. Clean Commit’s methodology ensures you focus on what truly matters.
Your checkout process should feel effortless for customers while maximizing revenue for your business. Simplifying steps, adding trust signals, and creating a seamless experience can turn casual browsers into loyal buyers. With the potential to recover $260 billion in lost orders in the U.S. and EU markets, optimizing your checkout isn’t just an option - it’s a necessity. Why wait to start seeing the results?
FAQs
How can I figure out which checkout improvements will boost my store's sales the most?
To figure out which checkout tweaks will have the greatest impact, start by conducting A/B tests on individual changes. Track how each adjustment influences your conversion rate. Pay special attention to high-impact improvements like streamlining the checkout process, offering a guest checkout option, and optimizing your store for mobile users. These are often the key drivers of better conversions.
By testing one change at a time and carefully reviewing the results, you’ll uncover what resonates most with your audience and make informed decisions to boost your revenue.
How can I effectively set up guest and express checkout options to boost conversions?
To make guest and express checkout options work seamlessly, ensure they are clearly visible and simple to choose on your checkout page. Don't require customers to create an account - let them input their shipping and payment details quickly and without extra hassle. Use straightforward, streamlined forms to reduce obstacles and keep the process smooth.
Build customer confidence by incorporating trust elements like secure payment badges and privacy guarantees. Experiment with various layouts, button positions, and phrasing to discover what connects best with your audience and boosts conversion rates.
What are trust badges, and how do they help boost conversions during checkout?
Trust badges are small but powerful visual cues that signal your store is secure and dependable. These badges work to ease customer doubts, giving them the confidence they need to follow through with a purchase. And that confidence? It often translates into better conversion rates.
Some of the most impactful trust badges include:
- Security seals from well-known authorities, like SSL certificates, that confirm your site is safe.
- Payment guarantees such as "Money-Back Guarantee" or "Free Returns" to assure buyers they won’t be stuck with a bad deal.
- Trusted payment logos like Visa, Mastercard, or PayPal, which show you work with reputable payment providers.
Placing these badges in key areas, especially during checkout, can address customer concerns and nudge them toward completing their purchase. It’s a simple way to build trust and reduce hesitation.
