The checkout page is where revenue is won or lost. With a global cart abandonment rate of 70%, even small improvements to your checkout flow can translate into significant revenue gains. Research shows that optimizing the checkout experience could result in a 35% increase in conversion rates.
At Boundev, we help e-commerce businesses design checkout flows that convert. This guide covers proven UX principles, real-world case study insights, and actionable improvements you can implement today.
The Checkout Opportunity
Why checkout optimization matters:
UX Principles for High-Converting Checkout
Successful checkout experiences are built on proven UX principles. Here are the fundamentals that drive conversions:
The 80/20 Rule (Pareto Principle)
Focus on the 20% of features that drive 80% of results. Prioritize accessibility, clear order details, and frictionless payment over edge-case features that add complexity.
Paradox of Choice
Too many options cause "decision paralysis." Limit promotions, banners, and edit buttons during checkout. Every additional choice is an opportunity for the customer to abandon.
Above-the-Fold Visibility
Ensure order summaries, product thumbnails, and pricing are visible without scrolling. Customers should never have to search for critical information.
Accessibility First
Use large, legible fonts for input fields. Consider users with farsightedness or presbyopia—especially for audiences aged 45+. Accessible design is conversion-friendly design.
Single-Page vs. Multi-Page Checkout
The debate between single-page and multi-page checkout continues, but the data increasingly favors consolidation:
| Aspect | Multi-Page (3+ Steps) | Single-Page |
|---|---|---|
| Page Loads | Multiple (shipping → payment → review) | One scrollable page |
| Abandonment Risk | Higher (each step is an exit point) | Lower (continuous flow) |
| Progress Visibility | Users may not see full process | Complete picture visible |
| Mobile Experience | More taps and loads | Natural scrolling behavior |
Key Design Elements
Sticky "Place Order" CTA
Keep the final action button pinned to the bottom of the screen. As users scroll, the CTA remains visible, encouraging completion. This simple change can significantly reduce abandonment.
Express Checkout Options
Integrate guest checkout and express payment options like PayPal, Apple Pay, and Afterpay. Returning customers and those with digital wallets can complete purchases in seconds.
In-Context Editing (Modals)
When customers need to edit items, use modals (lightboxes) instead of navigating away from checkout. Keep users in the conversion funnel while allowing them to make changes.
Large Product Thumbnails
"We buy with our eyes." Display clear, appropriately sized product thumbnails throughout checkout. Customers want visual confirmation of what they're purchasing.
Case Study: Major Retailer Checkout Redesign
A major US e-commerce retailer (7th most visited in the country) redesigned their checkout flow targeting an audience that was 80% female and largely aged 45-64. Here's what worked:
Redesign Highlights
Simplified "My Bag" Page
Collapsed search bars and credit card banners to reduce clutter and focus attention on checkout
Larger Product Images
Increased thumbnail sizes for visual confidence—especially important for older demographics
Modal-Based Editing
Item edits via lightbox instead of leaving checkout funnel
Clear Third-Party Labeling
Marketplace items clearly marked with different return policies
Decision: Skip Split Shipments
The team decided against implementing "split shipments" (routing one order to two addresses). Analysis showed the development complexity and cost didn't justify the low usage rate. Focus resources on features that impact the majority of customers.
Technical Considerations
Delivery Logic
Handle same-day delivery vs. standard shipping (which may span 15-day ranges) gracefully. Display clear expectations and don't let complexity slow down the checkout.
Marketplace Items
Third-party sellers often have different return policies. Label these items clearly in the checkout so customers aren't surprised after purchase.
Frequently Asked Questions
What is checkout flow in e-commerce?
Checkout flow is the series of steps a customer takes to finalize a purchase. It typically includes reviewing cart items, providing shipping information, entering payment details, and confirming the order. A well-designed checkout flow minimizes friction and abandonment.
Why is cart abandonment so high?
The global cart abandonment rate of 70% is driven by unexpected costs (shipping, taxes), complicated checkout processes, required account creation, security concerns, and slow page loading. Each additional friction point increases the likelihood of abandonment.
What is one-step checkout?
One-step (or single-page) checkout consolidates all necessary fields—shipping, payment, review—into a single scrollable page. This reduces friction by eliminating page loads and keeping the entire process visible, leading to lower abandonment rates.
How can I improve my checkout flow?
Streamline the process by reducing steps, eliminating clutter (banner ads, excessive promotions), keeping order summaries above the fold, using sticky CTAs, offering guest checkout, and ensuring accessibility with large, legible fonts and clear contrast.
Should I offer guest checkout?
Yes. Forcing account creation is one of the top causes of cart abandonment. Offer guest checkout for first-time buyers, then invite them to create an account after purchase. Express options like PayPal and Apple Pay further reduce friction.
How important is mobile checkout optimization?
Critical. Mobile commerce accounts for over 70% of e-commerce traffic. Mobile checkout must be thumb-friendly, with large tap targets, minimal typing (autofill integration), and natural scrolling behavior. Single-page checkout works especially well on mobile.
Need Help Optimizing Your Checkout?
Boundev helps e-commerce businesses design checkout experiences that convert. From UX audits to complete redesigns, we can help you recover that 70% abandonment rate.
Get Checkout Optimization Help