Are you looking for ways to improve the conversion rate of your Ecommerce website? Want to know the reasons visitors abandon their cart so you know what to fix?

OSI Affiliate share the top 10 checkout conversion killers in this infographic.

Here’s what makes the list:

• Insecure Checkout
• Not Allowing for Guest Checkout
• Displaying Website Navigation During the Checkout Process
• Losing Customer Input When a Submission Causes an Error
• Layout Page Design That Conflicts with Eye Flow
• Multiple Calls to Action Buttons with the Same Design and in Close Proximity
• Not Displaying Visitor’s Progress in the Checkout Process
• Displaying Discount Code Box Late in the Checkout
• Requiring Unnecessary Information
• Using Cross-Sells and Up-Sells During the Checkout Process

Check out the infographic for more.

 

A poorly optimised checkout process can cost you thousands in lost revenue.

Many customers abandon their carts due to unnecessary friction, confusion, or frustration at the final stage of their purchase journey. If your checkout experience isn’t seamless, you’re pushing potential buyers away and leaving money on the table.

Below are ten common checkout conversion killers and how to fix them.

Forcing Customers to Create an Account

Customers value speed and convenience when shopping online. If they are forced to create an account before they can complete a purchase, many will abandon their carts and look elsewhere. While account creation can help with customer retention, making it mandatory creates unnecessary friction.

• Allow guest checkout to reduce barriers to purchase.
• Offer an option to create an account after the order is complete.
• Use social login options like Google, Apple, or Facebook for a faster process.

A Complicated and Lengthy Checkout Process

A checkout process that drags on for too long will test a shopper’s patience. If customers have to fill out excessive form fields, navigate multiple pages, or deal with confusing layouts, they will likely give up before completing their order. The more straightforward your checkout, the more likely they are to finish the purchase.

• Limit the number of required fields to only essential information.
• Use a progress indicator so customers know how many steps remain.
• Implement autofill features to speed up the process.

Unexpected Extra Costs at Checkout

One of the biggest reasons customers abandon their carts is unexpected fees appearing at the last minute. High shipping costs, surprise taxes, or handling fees make shoppers feel deceived, and many will leave without completing their order. Transparency is key to avoiding this frustration.

• Show estimated shipping costs early in the buying process.
• Provide a tax calculator or include tax in the displayed price.
• Offer free shipping incentives to reduce cart abandonment.

Lack of Trust Signals and Security Features

Online shoppers are cautious about entering payment details on unfamiliar websites. If your checkout page lacks trust signals such as security badges, customer reviews, or recognised payment providers, customers may hesitate to complete their purchase.

• Display trust badges (SSL certificates, secure checkout logos) prominently.
• Offer well-known payment options like PayPal, Apple Pay, and Google Pay.
• Include customer reviews and testimonials near the checkout page.

Limited Payment Options

Customers have different payment preferences, and if they don’t see their preferred method, they may abandon the purchase. Some shoppers rely on digital wallets, while others prefer credit cards or buy-now-pay-later services.

• Offer multiple payment options, including credit/debit cards, PayPal, and Klarna.
• Provide digital wallet options like Apple Pay and Google Pay for mobile users.
• Display accepted payment methods clearly before checkout.

No Guest Checkout Option

Not all shoppers want to create an account, especially if they are making a one-time purchase. If they are forced to sign up, many will leave before completing their transaction. A lack of guest checkout options is an unnecessary obstacle to conversion.

• Enable guest checkout to allow frictionless transactions.
• Encourage account creation after checkout with an easy opt-in.
• Save returning customer details automatically for future convenience.

Slow Website and Checkout Loading Times

Speed is critical in ecommerce. A slow-loading checkout page frustrates customers and increases abandonment rates. Even a few extra seconds can make the difference between a completed purchase and a lost sale.

• Optimise images and scripts to improve loading speeds.
• Use a reliable hosting provider that can handle traffic spikes.
• Minimise unnecessary redirects or pop-ups during checkout.

Poor Mobile Optimisation

With more shoppers using mobile devices, a checkout page that isn’t mobile-friendly can cost you conversions. If forms are difficult to fill out, buttons are too small, or the page layout is broken, customers will abandon their purchase.

• Ensure the checkout process is fully responsive and mobile-friendly.
• Use large, easy-to-click buttons and auto-fill features for speed.
• Offer mobile payment methods like Apple Pay and Google Pay.

Unclear Return and Refund Policies

Customers want to know they can return a product if something goes wrong. If your return and refund policy is unclear, hard to find, or too restrictive, they may hesitate to complete their purchase.

• Display your return and refund policy prominently on product pages and checkout.
• Offer hassle-free returns with clear instructions.
• Highlight any money-back guarantees or exchange options.

No Progress Indicator in Checkout

A checkout process without a clear progress indicator can feel endless. If customers don’t know how many steps remain, they may assume it will take too long and abandon their cart.

• Include a progress bar showing how close they are to completion.
• Keep checkout steps minimal and clearly labelled.
• Allow users to go back and edit previous steps without starting over.

Final Thoughts

Your checkout process is the last step before a customer completes their purchase, and small issues can lead to major losses. By addressing these conversion killers, you can improve user experience, build trust, and increase sales.

Take time to review and optimise your checkout process to reduce abandonment and maximise revenue.