Shoppers abandon the checkout process due to multiple reasons: unexpected shipping costs, a poor e-commerce checkout UX, the requirement to create a user account, payment security concerns, and more.

In this article, we are going to shed light on the most common issues, and the best checkout page design practices to solve them.

How to Design Perfect Checkout Page

Enable guest login and pre-filled fields for registered users

Visitors come to an online store to buy. So, give them the opportunity to do it without creating an account. By allowing buyers to place an order and not go through the registration process, you can convert casual buyers into regular buyers through the positive buying experience you’ve delivered.

You can still enter email addresses for marketing campaigns (for example, for your abandoned basket series) by asking guest users to enter their addresses before bringing them to the cart page or after placing an order.

Do not force customers to create an account, give them a good reason to create one. For example, use a pop-up window stating that registered users do not need to fill in multiple fields because all necessary details are automatically extracted from their accounts. Offer bonuses to visitors: a discount for newly registered customers, order tracking functionality, etc.

Eliminate distractions

Buyers are careful on the payment page, and you should help them by removing all distractions. It’s a good idea to get rid of the store’s header and footer navigation so that users focus on what you want.

Here is a good example of such a page:

Delete redundant form fields

People hate filling out long forms, and smart retailers are eliminating unnecessary fields in the design of the order form. If you want more than one field, be sure to mark the fields as optional and mandatory. For example, mark the age field as optional because it is marketing data.

Tell customers what to do

Help customers complete the form successfully by providing descriptions and input examples. Pay special attention to digital inputs: Users enter numbers in a variety of ways, regardless of the formatting examples you provide.

Hidden Entries is one of the best practices on the store checkout page because it ensures that buyers enter the data in the required format. This works particularly well with a mobile checkout design because capturing on a mobile screen is more difficult compared to a desktop environment.

Enable online help at this point. Users may not complete a field correctly if its description is vague, and the available example is of little use. For example, if you ask the buyer to enter a CVV2, just one in three users will know what it is. Online help is also crucial for sensitive data fields: customers want to know why you need certain information.

Allow users to save products for later

If possible, let buyers remove selected items from the checkout using the “Save for Later” button or by adding specific products to the “Wish List.” This allows customers to return to articles later.

Recommend other items

Retail professionals like Crocs use a special block on the product pages to recommend trending and related products, encouraging users to add additional items to the cart.

View actual costs

Surprising extra costs usually make buyers give up. It is crucial to post all costs in advance: handling and service charges, taxes, etc. You can also use a delivery calculator to allow customers to choose the most appropriate shipping method. They will calculate the cost of each option before coming to a decision.

Make the crate safe

An SSL certificate is often not enough to win the trust of buyers. Visual reinforcement of the credit card section is a surefire solution. Give the page a secured appearance by using a visual style: borders, different background colors, shades, and so on. Do not forget to add a visual icon (a seal) to tell customers that all transactions are 100% secure.

Single-page checks Vs. Multi-step payment

Single page extractions

One-page cashing relieves the difficulty of loading multiple pages or following multiple steps during the ordering process. They are perfect for mobile users, allowing buyers to make quick purchases.

If there are multiple fields on the same page, users may feel overwhelmed and leave the store for good.

Multi-step checkout

These solutions break down the process in stages, allowing the customer to focus on the specific step and eliminate any possible errors.

Mobile visitors may not be satisfied with such an experience as they will have to wait for each page to load. It does not matter if they can connect to Wi-Fi, but it can be frustrating if they have a slow mobile Internet connection.

Accordion case

A hybrid of the two pages mentioned above, the accordion cases are used by many online stores. They break a page into several steps that are loaded individually upon completion.

Buyers can view these pages as single-page solutions if they are based on AJAX. The use of AJAX technology disables reloading of pages, making the user experience similar to that of single-page extraction.

Optimized for mobile

Take into account that mobile shopping is no longer a buzzword, but the reality.  An absolute necessity. The look and feel of all pages in the online store need to be optimized for mobile to deliver the desired user experience. You can access it by making certain fields clickable (for example, delivery dates) because it is easier to type than to type on a small mobile screen.

A / B test

Use A / B testing to evaluate different user experience options and find the optimal solution for your store. Continue using this test after you launch the page to give buyers the best experience possible.

Common mistakes

Non-linear payment process
The non-linear payment process is one of the most serious usability violations. Such a process disrupts buyers and drains the overall experience of the user because by making a round trip (for example, to add an alternative email address), customers feel they have not progressed.

Form fields are not enough

Create long form fields for mobile screens, which are much smaller than desktop screens. If the fields are short, they usually have to delete all the data to correct any errors and re-enter the information from scratch.

Checkouts Lack Current Revision and Back Button Function

Some accordion cases do not show customers a summary of the payment steps so they can track their progress and continuously view the order data. The return buttons do not often meet the expectations of users; sometimes they come back to the previous page, not the previous step during passage in the accordion.

Automatic updates of quantity fields are disabled

If the e-commerce store does not allow automatic updating of the quantity field, the customer may forget to press the ‘update’ button or will not see it again at all, and any changes will not be saved. Thus, the buyer must cancel the order or buy the number of unwanted items.


The payment page is the most important part of the online store, and merchants should do their best to provide buyers with the relevant user experience. We have provided some useful design tips for entrepreneurs who want to create a high converting page, feel free to put them into practice on your online store.