Checkout Page Design: Do’s and Don’ts

As soon as a customer fills their cart and proceeds to checkout, a business might think the deal is sealed. But until payment is made, it’s not over. Did you know that the cart abandonment rate hovers around 70%, with 22% of customers abandoning their carts at the checkout page?

A customer who has found your products appealing shouldn’t have a reason to abandon their shopping cart. Moreover, your checkout page design is the extension of your brand and should be as seamless as browsing products. Here’s a breakdown of essential do’s and don’ts to ensure your customers complete their purchases.

What is a Checkout Page?

A checkout page is the final step of the buyer’s journey on your site. It’s where customers input their contact, shipping, and payment information to finalize their order. A well-optimized checkout page design is critical because it directly impacts whether a shopper converts into a paying customer.

Why Do Customers Abandon Their Carts?

Your checkout page can either make or break the deal. Research shows that many customers abandon their carts at the checkout stage because of complications in the process. With mobile shopping on the rise, a small friction point can cause a potential buyer to leave. Common reasons include a lack of trust signals, confusing processes, or hidden fees, all of which can result in checkout abandonment.

Checkout Page Design Example

A prime example of excellent checkout page design is Amazon. Their checkout process, which saves customer details like shipping and payment information, allows customers to check out with minimal friction. This smooth experience is what customers now expect.

Don’t Let Your Checkout Be a Deal-Breaker

The COVID-19 pandemic accelerated the growth of D2C brands, with more businesses aiming to build direct relationships with customers. As these brands expanded, they recognized the importance of offering a seamless checkout experience similar to that of e-commerce giants like Amazon and Flipkart. To meet growing customer expectations, D2C brands are constantly seeking a one-click checkout solution that mimics the ease and familiarity provided by these e-commerce leaders. With that in mind, let’s explore the do’s and don’ts of checkout page design.

Do’s and Don’ts for a Good Checkout Page Design

Do Simplify the Checkout Process, Don’t Complicate It

Customers today expect a fast, clutter-free, and easy-to-navigate checkout experience. Think of the checkout process like the final lap of a race—the goal is to get customers across the finish line with as little friction as possible. While your backend operations might be complex, the user-facing experience should feel effortless. Removing unnecessary steps and distractions allows the checkout to guide customers smoothly to completion.

A great example of this is Metalkart, which implemented a one-click solution to simplify transactions. By designing a clean, streamlined interface that only requested essential information, Metalkart made the checkout experience not only faster but also more intuitive. The sleek design resonated with customers, who found the one-click checkout easy to use, reducing abandonment rates significantly.

The impact of a simplified checkout is underscored by research from the Baymard Institute, which reveals that over 22% of online shoppers abandon their carts due to a “too long or complicated checkout process.” This highlights just how crucial it is to keep things clean, clear, and focused at the checkout stage.

Do Create a Guided Experience; Don’t Let Customers Feel Lost

A well-guided checkout experience helps customers feel confident and in control as they complete their purchase. Visual cues, such as progress bars or breadcrumbs, provide a clear and reassuring pathway through the checkout process. These indicators show customers where they are and what steps remain, which is especially helpful in a multi-step checkout.

Most checkout flows are structured into three main steps:

Step 1: Contact Information

Do Enable Information Prefill; Don’t Waste Customers’ Time

A seamless checkout experience is crucial for today’s online shoppers, who often explore multiple stores in a single browsing session. Completing an account creation form takes 1.5 to 3 minutes on average, and for customers visiting 10 stores, this could add up to 20 minutes solely on forms. This redundancy contributes to the 34% cart abandonment rate associated with account creation barriers.

Razorpay’s Magic Checkout, for example, auto-populates customer contact, shipping, and payment details, creating a quick, one-click checkout experience. This frictionless approach ensures that customers can complete their purchases swiftly without unnecessary delays.

Real-Life Example: Indulgeo Essentials faced high cart abandonment rates due to a lengthy checkout process. By integrating Razorpay’s Magic Checkout, a one-click solution that pre-fills customer information, they transformed their checkout experience. This shift removed tedious steps, resulting in a smoother process that was 5x faster, effectively reducing cart abandonment and boosting conversions.

Do Offer Diverse Payment Choices; Don’t Forget Cash on Delivery

To cater to customers across metro and Tier 2/3 cities, offering a range of payment options—including cash on delivery (COD)—is essential. Limiting choices to only prepaid options risks losing customers who prefer COD or UPI, which is rapidly becoming a favored payment method. In fact, businesses accepting four or more payment options report seven times higher annual revenue than those with fewer options, highlighting the value of payment flexibility in driving sales.

Businesses concerned about the misuse of COD should consider a solution that intelligently restricts this option for high-risk orders. For example, FAE Beauty faced high Return to Origin (RTO) rates, impacting their efficiency and increasing costs. By integrating Magic Checkout’s COD RTO Intelligence, FAE Beauty could disable COD for high-risk users based on data insights, leading to a 33.3% reduction in RTO rates and improved operational efficiency.

Do Reflect Your Brand in Checkout; Don’t Let It Feel Disjointed

A checkout page should feel like a natural part of your brand, extending the look and feel from product pages right through to the final purchase. When the checkout page mirrors your brand’s colors, fonts, and style, it creates a seamless experience that builds familiarity and comfort, increasing trust and encouraging repeat purchases.

Customizing your checkout page design is made simple when you have a system that offers flexibility to align the design with your brand. Magic Checkout by Razorpay, for example, offers:

Brand theming let’s you apply your brand’s colors, logo, and patterns. Razorpay’s theming engine can even generate an entire color palette from a single shade, allowing for cohesive, visually appealing pages that reinforce brand identity.
Language options let’s you set the default language to engage customers in their preferred language, making the experience more inclusive and personal.
Sidebar customization enables you to choose sidebar designs that complement the rest of your site, providing a visually engaging checkout.
With custom messaging you can use banners to communicate important messages, such as sales or prepaid discounts, directly on the checkout page.

These customization features let your brand stay front and center, fostering a cohesive shopping journey that customers remember and trust.

Do Offer Flexible Payment Plans; Don’t Let High Prices Scare Customers Away

For businesses selling high-ticket items like furniture, electronics, and luxury goods, affordability options are essential to meet customer expectations. Flexible payment choices, such as Buy Now, Pay Later (BNPL), or no-cost EMIs, make large purchases more accessible, helping to ease customers’ concerns about upfront costs.

Offering BNPL or installment plans allows customers to divide payments into manageable chunks, making it easier for them to commit to higher-value items. In fact, research shows that businesses who enable these options can see up to a 40% increase in order conversion rates as customers feel empowered to make purchases they might otherwise abandon.

Do Showcase Trust Signals, Don’t Leave Customers in Doubt

Trust is the cornerstone of any successful online store, especially in today’s digital landscape, where fraud and cyber threats are prevalent. To encourage customers to shop confidently, it’s essential to provide them with reassurance through visible trust signals.

According to the Baymard Institute, 18% of consumers abandon their carts due to a lack of trust in a website’s ability to protect their financial information. This highlights the critical need for e-commerce businesses to cultivate trust among potential buyers.

Incorporating elements like SSL certifications, security badges, and trusted business accolades can significantly enhance your store’s credibility. For instance, the Razorpay Trusted Business Badge serves as a powerful indicator of reliability, creating a secure shopping environment and alleviating concerns.

Take MACS Jewelry, for example. By prominently displaying the Razorpay Trusted Business Badge on their checkout page, they transformed their customer experience. This strategic move not only instilled trust but also led to a noticeable increase in conversion rates. Hesitant visitors became confident buyers, illustrating the impact of trust signals on consumer behavior.

Do Offer Discounts at Checkout, Don’t Miss Out on Sales

Over 70% of online shoppers actively seek coupons and discounts to maximize their savings. Offering these incentives not only helps build relationships with existing customers but also attracts new ones. In today’s competitive landscape, shoppers often engage in online window shopping, browsing multiple sites to find the best deals.

To convert these browsers into buyers, present enticing discounts and coupon options right at the checkout. This strategy can effectively reduce cart abandonment and encourage purchase completion. Here are some creative ideas for implementing coupons:

Seasonal Discounts: Offer limited-time discounts during holidays or special occasions to boost sales and clear out seasonal inventory.

Bundle Offers: Create bundle discounts where customers save more when purchasing multiple items together, encouraging higher cart values.

Loyalty Rewards: Provide exclusive discounts for returning customers as a token of appreciation for their loyalty.

First-Time Buyer Discounts: To attract new customers, offer a special discount on their first purchase to incentivize them to buy.

Referral Discounts: Encourage word-of-mouth marketing by giving discounts to customers who refer friends, rewarding both the referrer and the new customer.

Do Provide Post-Purchase Support, Don’t Leave Customers Feeling Uncertain

Providing exceptional post-purchase support is crucial for building customer trust and loyalty. Customers want to feel assured that you’re available for them even after the sale is complete. Mishaps can occur—whether it’s receiving a damaged product, an incorrect item, or issues with returns—and customers often seek clarity about your return and refund policies.

Statistics reveal that 30% of online shoppers abandon their carts due to concerns over post-purchase support. This highlights the importance of addressing these concerns proactively. By offering a robust post-purchase experience, you can significantly enhance customer satisfaction and retention.

Integrating features like a Buyer Protect shield on your checkout page can provide customers with peace of mind. This reassurance signifies that you genuinely care for their shopping experience and are committed to resolving any issues that may arise. Additionally, clear communication regarding your return policies, responsive customer service, and an easy-to-navigate support system can further solidify trust.

Do Master the Art of Upselling, Don’t Overwhelm Customers

Upselling encourages customers to purchase a more expensive item or upgrade, boosting transaction value and enhancing satisfaction. Effective upselling can increase revenue by 10-30%.

Timing and relevance are crucial. For example, if a customer buys a smartphone, offering an upgraded model, a protective case, or an extended warranty are sensible upsells that provide added value. In contrast, pushing unrelated items, like trying to sell a luxury sound system with a basic alarm clock, can frustrate customers and lead to cart abandonment.

Amazon exemplifies effective upselling by recommending complementary products during checkout. This strategy has contributed significantly to their sales growth by enhancing the shopping experience and driving additional revenue.

Offer the Best Checkout Experience Your Customers Deserve

To give your customers the best checkout experience, make sure you incorporate all the critical elements: fast checkout with information pre-fill, multiple payment options, a branded and trustworthy page, and affordability solutions. Magic Checkout makes it easy for businesses to achieve all of this and more.

With Magic Checkout, you can:

Prefill customer details to speed up the checkout process by 5X.
Offer multiple payment options, including UPI, cards, and COD, and even personalize the payment experience by showing preferred payment methods.
Disable COD for high-risk orders using RTO intelligence while keeping it enabled for safe orders.
Personalize your checkout page to align with your brand’s identity, ensuring your page stands out without looking disjointed.
Incorporating trust signals with the RTB widget and post-purchase support with Buyer Protect builds loyalty and drives repeat business.

Brands like Borosil, Fae Beauty, and are already using Magic Checkout to create a smooth, enjoyable shopping journey for their customers. Why not offer your customers the same?

Ready to Optimize Your Checkout?

Transform your checkout page design with Magic Checkout, and give your customers an experience they’ll return for.

Checkout Page Design: Do’s and Don’ts - Razorpay Learn (2024)