Optimize checkout navigation

Contributors

@andreea-macoveiciuc-content-expert


Business Benefits

Make it easier for shoppers to finish their purchase, lower cart abandonment rates, and increase sales.


Use a linear and intuitive checkout process, focused on helping shoppers complete their purchase without distractions.

Avoid linking to other pages on your site - the fewer clicks and pages, the better. For example, Fill in Payment & Shipping Information > Review Order > Complete Purchase.

Ask your web developer to implement an accordion-style format using AJAX if this feature isn’t built into your ecommerce platform. This allows you to organize checkouts with many form fields.

  • Do not hide information in the higher levels to clarify for the users that they are still on the same page.
  • Make it clear the users need to click an Edit button to edit previous sections instead of pressing the Back button.

Show progress indicators, like a progress bar, throughout the entire checkout process.

This helps orient shoppers and lets them know where they are in the process and how much further they need to go to complete their purchase.

Use manual edits over Reset or Clear buttons to allow shoppers to manually edit their information.

  • Add an Edit button that simply unlocks information for editing, rather than completely deleting it.
  • Reach out to your web developer to ensure that there’s no way a shopper can accidentally delete the information they’ve entered.

Use clear, concise CTA buttons to ensure shoppers know exactly what the next step is.

Contextual buttons can confuse shoppers and could mean different things depending on the shopper’s thinking and the context. For example, use Enter Payment Info or Check Out Now instead of contextual buttons like Continue, Next, or Apply.

Keep the number of checkout steps at a minimum by grouping fields that belong together.

For example, billing and shipping information, along with payment details, can be displayed in a Payment Information tab.

I would add “Remove global elements such as headers and footers.” Once somebody is in the checkout we want to remove distractions. We don’t want them clicking links in the footer or main navigation.

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Also, remove any ‘nice to have fields.’ If a field isn’t strictly required to fulfill the order, remove it. You can always ask for additional information once you have closed the sale.

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