Checkout Optimization Checklist
Reduce cart abandonment by 25-40% with these proven checkout flow optimizations. Every item on this list has been tested and validated.
The Cart Abandonment Problem
The average cart abandonment rate is 69.8% across all industries. That means:
- For every $100 in potential revenue, you're losing $70
- Small improvements = massive revenue gains (5% reduction = $350K for $5M store)
- Most abandonment happens due to fixable issues, not price
💡 Goal: Reduce abandonment by optimizing checkout flow, not just offering discounts.
1. Checkout Flow & UX (12 items)
23% abandon because site wants them to create an account (Baymard)
Fewer steps = less friction. If multi-step, show progress bar.
"Shipping → Payment → Review" reduces abandonment by 20%
Users should always see what they're buying and total cost
Don't make users go back to product pages to adjust
Every link is an exit opportunity. Keep users focused.
Large buttons, easy typing, autofill-friendly fields
Every second delay = 7% fewer conversions (Google)
High contrast, action-oriented text ("Place Order" not "Submit")
If they abandon, they can resume where they left off
Users know where they are and can go back easily
Last chance to save the sale—"Need help? Chat with us"
2. Form Fields & Input Optimization (10 items)
Each field = friction. Default to billing = shipping address.
Reduces errors and speeds up checkout by 30-40%
Use autocomplete="name", autocomplete="email", etc.
"Card number invalid" not just "Error." Show where the problem is.
Don't wait until submit—catch errors early
Shows correct keyboard on mobile devices
Users should know what's required at a glance
Seeing empty field makes users search for coupons = abandonment
Show Visa/MC/Amex icon based on number entered
Placeholders disappear when typing—labels should stay visible
3. Trust & Security Signals (8 items)
Non-negotiable. Browsers warn users about non-HTTPS checkout.
Security badges increase conversion by 8-15%
Show Visa, Mastercard, Amex, PayPal, etc.
Reduces perceived risk: "30-day money-back guarantee"
Phone number, email, or live chat = "We're real people"
"We never share your data" message builds trust
Social proof at checkout: "4.8/5 from 2,500+ customers"
Reassure users their data is protected
4. Transparent Pricing & Costs (7 items)
No surprises at final step. 48% abandon due to unexpected costs.
Show shipping options and costs upfront
Subtotal + Shipping + Tax = Total (no hidden fees)
"Add $15 more for free shipping" increases AOV
"Arrives by Friday, Oct 10" sets expectations
Show prices in user's currency (if international)
If it's recurring, make that VERY clear upfront
5. Payment Methods & Options (6 items)
Offering PayPal alone increases conversion by 10-15%
One-click checkout for repeat customers
Faster checkout next time = more repeat purchases
Increases AOV by 30-50% for expensive items
"Your payment information is encrypted and secure"
Auto-format card numbers (1234 5678 9012 3456)
💡 Bonus: Cart Abandonment Recovery
Even with perfect checkout, some users will abandon. Have a recovery strategy:
- • Send abandoned cart email within 1 hour (highest recovery rate)
- • Include product image, clear CTA, and maybe a small discount
- • Send 2-3 follow-up emails over 3-7 days
- • Use retargeting ads to bring them back
- • Test SMS for high-value carts (if you have phone number)
Cart Abandonment Rate Benchmarks
Overall Average
All Industries: 69.8%
Good: 60-65%
Excellent: 50-60%
Desktop
Average: 67.5%
Better checkout UX
Easier form filling
Mobile
Average: 85.7%
Huge optimization opportunity
Focus on mobile UX!
Need Help Reducing Cart Abandonment?
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