8 Ways to Optimise Shopping Cart and Checkout to Increase Conversions

4 Minute Read

By implementing a few simple ways to optimise shopping cart and checkout, your eCommerce brand can expect an uplift in conversions.


The cart and checkout is one of the most important elements of an eCommerce website. But when it comes to conversion rate optimisation, it’s often one of the most overlooked.

If one of your visitors reaches the cart or checkout stage, they already hold an incentive to make a purchase. Any barriers to conversion at this stage can be damaging to your conversion rate and you could easily lose out on profitable customers.

Optimise Shopping Cart and Checkout

Improve site speed and security

Speed and security may quickly be overlooked when retailers are exploring how to optimise their shopping cart and checkout for conversions. But shoppers who experience a slow checkout process are far more likely to abandon their cart, shopping elsewhere.

Similarly, if your site isn’t secure then visitors may not trust your checkout process at all. By investing in EV SSL (the highest form of SSL certificate available), you can be sure that site visitors will trust that their information is safe and secure and will be most likely to convert – it’s all about settling any chance of buyer anxiety.

Intuitive multi-page checkout

Some eCommerce agencies will argue that an easy one-page checkout provides the best experience for customers. However, most retailers do adopt an intuitive multi-page checkout which gently guides the shopper through the checkout process effectively.

A one-page checkout, especially when poorly designed, can be confusing for your visitors – especially if too much information is needed. A well-designed, multi-page checkout can improve conversion considerably. It’s all about acquiring the correct information in the least stress-inducing way. Splitting your checkout into easily digestible chunks can reduce drop-off massively.

Product imagery in the cart and checkout

Imagery is also key, both in the cart and the checkout. Most retailers do show imagery in a shopper’s cart, but there are many retailers who don’t display imagery during the checkout process. Adding imagery to your checkout can help customers visualise their order whilst they are in the final stages of making a purchase.

Guest checkout

Most retailers do now offer guest checkout, so you will most certainly be losing out on conversions if you’re a retailer with mandatory account creation during checkout. 

You should give your customers the choice as to whether they create an account or not. Guest checkout can be an easy way to make the checkout process much smoother for customers.

Postcode search

Postcode lookup is a simple UX feature that can improve your checkout experience for customers. You want to create a checkout that is quick and easy, especially for new customers, and a postcode lookup can be an easy way to do this.

However, you also want to make sure that a postcode search feature works accurately. You could actually slow down the checkout process if your lookup is wrong, slow or glitchy, which then forces the customer to manually type their address.

Optimise Shopping Cart and Checkout

Removed navigation during checkout

A removed navigation during checkout is now industry best practice, but it is surprising that there are still so many retailers who offer distractions at the checkout stage with a full navigation.

A navigation in your checkout can distract your customers and may take them away from finalising their purchase and giving them the opportunity to abandon cart. If a shoppers is in the checkout, they have likely made their decision and are ready to purchase – so don’t ask them to browse more products, read reviews or follow on social at this stage.

A simple navigation may work, perhaps with two or three links to delivery information or terms and conditions, but you should remove your full navigation in your checkout to improve conversion rate.

Input-specific mobile keyboards

A strong mobile experience during checkout is a must-have for retailers. Input-specific keyboards on mobile are a good way of improving the mobile experience during checkout and making sure customers can go through the process as quickly and seamlessly as possible.

If a field asks a shopper for an email address, the email-specific keyboard should be used. If a field asks a shopper for a phone number, the number-specific keyboard should be used.

Removing any barriers to conversion in the checkout process is crucial, and a poor mobile experience can be detrimental to conversion rates.

Offer a range of payment options

Whilst our final point is not a UX feature, it can still be a booster for conversion rates. Payments can be an overlooked element of ecommerce when it comes to improving conversion rates and reducing cart abandonment.

If you offer a range of payment options, you are giving your customers the choice and convenience to pay using the method that suits them best.

Payment options include Apple Pay, Google Pay, Amazon Pay, PayPal, Klarna and more.

Boost your conversion rate…

Most of the features listed here should ideally be implemented as part of an eCommerce site launch. You should work with an experienced eCommerce agency to make sure that you optimise shopping cart and checkout, as well as your wider site from the get-go. This then allows you to focus on conversion rate optimisation and A/B testing post-launch.

Fluid Digital is an ecommerce growth agency based in Manchester, using the power of Magento and Shopify to build successful online stores. If you’re interested in exploring how to optimise your cart and checkout for conversion with Fluid Digital, then get in touch.


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