#109) Limit the exit points (remove the site navigation) during the checkout process

This will reduce the likelihood of them navigating away to another page of the site and abandoning their cart. Keep minimal links in the footer, such as your FAQ, shipping & return policies, and contact info. To be clear, I don’t mean not allowing people from navigating back (with links, or worst case, simply with the back button to go back) to the cart then...

#110) Offer a guest checkout

Let’s start with some data: According to Business Insider, 28% of US online shoppers abandon their cart because they don’t want to register/create account just to make a purchase. According to Baymard, it is the reason given by 31% of shoppers. (source) ASOS’s approach removed the account creation step on the checkout login page and it reduced their aba...

#111) Offer relevant upsells at checkout and after purchase

According to Neil Patel (read blog post): If you have very low conversion rates everywhere, then try to optimize that first. However, if you have a low conversion rate on your checkout page, then put it only in your product pages (or in any other part where you don’t have low conversion rates). If you have high conversion rates in one of your checkout steps, test p...

#112) Offer multiple payment methods

Typical payment methods include credit card, PayPal Google Pay, and Apple Pay. In regards to PayPal, roughly half the stores I looked at (see the table below in the examples) offer an express PayPal checkout with a CTA button at the same place as the normal “Checkout” button (in the cart). And the other half offer PayPal as a payment method at the same lev...

#114) Clearly mark form fields as optional or required

Add asterisks to required fields, and “(Optional)” next to optional fields. Surprisingly only a few of the stores I looked at implement this – and it is very easy to do.

#115) Ask for the minimal amount of information in the checkout

Default visible fields: Full Name, Street Address,Zip Code, Country, Phone, Email, Credit Card #, Security Code Add links to make additional fields visible: Apartment/Suite (Address Line 2) Company Coupon Auto-detect the city and/or region based on the postal code.

#116) Make the billing address the same as the shipping address by default

In other words, check the “Same as shipping address” checkmark by default). If they uncheck it, then it displays fields to set a different shipping address.

#119) Allow and auto-format spaces in the credit card number field

Shoppers struggle with verifying that they typed their credit card number correctly, which is a cause of cart abandonment. Baymard observed that 23% of users either type or verify their card number in 4-digit blocks. Allowing them to type spaces and auto-formatting their card number with spaces can increase their accuracy when typing the number and checking that they ...

#121) In the checkout form, use field labels instead of placeholder text

The issue is when the placeholder text disappears as soon as you start typing, you can easily forget which field that was – especially if you’ve filled out a few fields. Shopify’s default behavior is fine because once you start typing in a form field, the placeholder text becomes a label above the text you’re typing.  Example – ...

#122) Match the length of form fields to the length of the input

To be clear, the field size should be static, not adjusted dynamically. It should simply set to match the expected input. For example, a zip code field should be shorter than a name field.

#123) In the checkout form, autocomplete the address as they start typing

This is known as an Address Finder. See the Uber app as a good example of how to do this. Look into the Google autocomplete API. You can turn this on in Shopify in the checkout setting.

#124) Place the country field before the state/province field

In the checkout form, if you sell to multiple countries, this will ensure that the state/province values are for the correct country.

#125) Avoid dropdowns in forms for fields with fewer than 5 or more than 10 items

In the checkout form, if you sell to multiple countries, this will ensure that the state/province values are for the correct country. The reason why you should avoid dropdowns with more than about 10 options is that they are annoying to use. For dropdowns with fewer than about 5 options, it can be replaced with radio buttons, toggle switches or checkboxes (if only 2 o...

#126) Have an autocomplete text field for the State/Province (instead of a dropdown)

The reason for this is that it contains too many options and makes a dropdown unusable. This recommendation is if you don’t have an address finder (see best practice #123).

#127) Automatically pre-fill City and State fields when the user enters a zip/postal code

This tip is valid only if you don’t have an Address Finder field and keep the traditional address fields (street, city, state/province, country, zip). It will simplify the checkout form a little. Please see best practice #123 for a better solution (an Address Finder field). From the data I found, about 11-12% of people quit because the checkout is too complex / ...

#128) Format the expiration date field the same as on the physical credit card

The ISO standard for this format is “MM / YY”. Make sure that keyboard use is supported for these fields, and not force users to use the mouse as 24% of users prefer filling out the expiration date with the keyboard.

#129) Avoid multi-column form layouts

Some exceptions: credit card details, city, state, and ZIP fields. I’m not mentioning the Name field because it should be a single Full Name field, instead of First Name and Last Name. To quote Baymard (source): Forms with multi-column designs often lead users to: omit fields, simply because they do not notice them or because they misinterpret the meaning of the mu...

#130) Test both a one-page and a multi-page checkout

Test a One-Page Checkout especially if your average order value is low and you’re selling impulse purchases. If you can, split test against a multi-step checkout, because it is not clear which option will yield higher results for your specific industry and store, as evidenced below: One-page checkouts and digital wallets (Amazon Pay, Apple Pay, PayPal One Touch) ha...

#132) Use input masks for restricted fields, such as the phone number or credit card number

Input masks reduce the number of validation errors, which can reduce site abandonments. According to Baymard, 64% of sites don’t use input masks (or don’t use them correctly) to help shoppers enter their data in restricted inputs. And in the  testing they did, 89% didn’t follow formatting examples for restricted fields. You should also consider regional dif...

#133) Increase the perceived security of your checkout page

According to Baymard, 18% of shoppers (from 1044 respondents in US) abandon their cart because they do not trust the site with their credit card information. The tips below are especially important if your store is NOT a large brand such as Apple, Microsoft or Walmart. Encapsulate the credit card fields with a solid background color to make it look more secure than t...

#136) Validate the address and warn the shopper if it cannot be verified

If the address validation fails, suggest the corrected address if possible (and highlight the suggested change). Otherwise, give them the option to use or edit either the provided address or the suggested one. Note that if you’re using an Address Finder field instead of the standard address fields, you should not need an address validator. However, the address finde...

#191) Clearly indicate where users are in the checkout steps (for multi-page checkouts)

Add a progress bar at the top of the checkout which highlights which step they’re at, and gives a clear overview of all the steps.