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Flattering product photos and persuasive copy can convince visitors to buy from your store. But if your checkout page doesn’t give them the optimal experience, they’ll probably just quit and leave you without a sale.
On any Shopify checkout page, several problems could turn off shoppers. Complicated checkout, limited payment options, and slow page speed—everything can break a sale. To fix all that, you’ll need a good Shopify checkout page strategy and the right tools for implementation.
Don’t worry, it doesn’t take a conversion expert to get this right. This latest guide will help you through these 15 Shopify checkout page customizations.
Shopify checkout page customizations
These are the most impactful things you can do to ensure your Shopify checkout page is optimized for sales. Don’t get overwhelmed by the sheer size of this list. Just take it one tip at a time and determine which ones are most relevant to your Shopify store. Additionally, you’ll find Shopify app recommendations that should make these enhancements easier to implement.
1. Set up a one-page checkout
Multi-page checkout gives your shoppers plenty of opportunities to back out. In contrast, a one-page Shopify checkout process makes it easier and faster to buy.
Of course, you’ll need to design this carefully because cramming everything on one page could give you the unwanted effect of confusing your shoppers. Pay attention to how you layout information and limit details to what’s absolutely necessary.
Here’s a good one page Shopify checkout example from Highway Robery:
Notice that everything needed to process payment and deliver the order is on one side and then summarized on the other. It also includes a text box for a discount code. It doesn’t ask for or display unnecessary information, which makes it a quick and easy transaction for the shopper.
Here are a few app recommendations for creating one-page checkouts:
- Dominate – A simple solution that’s easy to implement. The designs are responsive and customizable to work with your brand. Best of all, the app is free to install and use.
- Magebird – Apart from setting you up with a fully functional one-page checkout, it enables you to include several other sales optimization features like a countdown timer, and an easy upselling process. The app costs approximately $15 per month.
2. Add a checkout progress bar
Admittedly, a one-page Shopify checkout doesn’t work for all businesses. Sometimes, there’s just too much information needed to request for and display on a single page. In these cases, it helps to use a progress bar.
At a single glance, a progress bar should tell your customer how many steps are involved in the checkout process, which step they’re currently on, and how many steps are left. This simple feature manages shoppers’ expectations and reduces the risk of abandoned carts.
Here’s a good example from Taylor Stitch:
Notice the progress bar on top? It makes it clear to the shopper that there are 3 steps involved in the checkout process:
- submitting customer information
- selecting shipping preferences
- processing payment
Shoppers on this Shopify checkout page are more likely to complete their orders simply because they don’t feel like it’s a tedious process.
3. Provide more express payment options
The availability of express checkout options makes conversion much more likely. But while PayPal is considered a staple in ecommerce stores, several other payment providers have gained traction among digital shoppers. These include Amazon Pay, Shop Pay, Google Pay, and Apple Pay.
Given the popularity of other express payment options, it would be imprudent to exclude them from your Shopify store. In fact, you stand to lose up to 50% of shoppers simply because their preferred payment option isn’t available.
While your competitors’ Shopify checkout pages might look like this:
Shoppers will be more likely to convert on your store if your express checkout options look more like this:
More payment options lead to more opportunities to get sales. But beyond that, it signals that you consider your shoppers’ preferences and care enough to enhance the customer experience.
To help you set this up, check out Shopify’s official guide for setting up payment methods.
4. Explain why people should buy from you
You may have a strong competitive advantage but that might not be immediately apparent to your shoppers. It could be a commitment to using premium raw materials, a free shipping offer, a generous refund policy, or support for a cause. No matter what it is, state it plainly for your customers to appreciate as these impact buying decisions considerably.
Your shipping, returns, and refunds policies especially should be highlighted on your Shopify checkout page. Doing so can help more shoppers convert since about 67% of ecommerce customers check the information about returns before making a purchase. For 50%, free shipping is another major reason to buy.
In the same Taylor Stitch Shopify checkout page, pay attention to how the designers incorporated the company’s competitive advantages to support and not disrupt the buying process.
5. Add a free shipping threshold
Enabling your shoppers to earn a free shipping perk by hitting a certain threshold gets them to spend more. Think about it: If your shopping cart is worth $85 and you have a choice between paying $10 for shipping or spending at least $15 to get free shipping, what would you do? Doesn’t spending more feel like you’re getting much more value?
One of the best ways to implement this tactic effectively is to use a free shipping progress bar that tells shoppers just how little they need to add to their cart to save on courier costs.
Here’s an excellent example of the shipping threshold progress bar from Emma Bridgewater:
Thankfully, several Shopify apps make this easy to implement. The Free Shipping Bar app by Hextom is among the most popular tools for this purpose. The Free Shipping Progress Bar by Ethercycle offers more customization options but comes at the cost of $8.99 per month.
6. Show related products
Your free shipping progress bar may get your shoppers to want to spend more but it will be even more effective if you make it easy for them to decide what they should spend on. Using your Shopify checkout page as an opportunity to upsell or cross-sell can increase your customers’ average order value significantly.
When you implement this, however, don’t go overboard in your recommendations. Stick with one to two products that are relevant to what’s already on the cart or your customer’s previous purchases.
Here’s a good example from Chubbies Shorts:
Notice that there is a single recommendation and it’s similar to the product that’s already in the cart. Even better: it’s on sale and still available for the shopper’s size.
7. Make checkout experience unique
The transactional nature of checkout pages makes them typically bland. Few ecommerce stores realize that this page is actually a good branding opportunity. When it comes to customer experience, small things like checkout design matter. For example, 12% of customers are even ready to pay for “a great atmosphere.”
Here’s a good branded Shopify checkout page example from Holo Taco:
It may seem like a simple enough change but it is one that can have a significant impact on the customer experience. Apart from a recognizable logo, the left side of the checkout page has a background that highlights exactly what the brand is known for: bold and textured polish.
BeardBrand also uses this branding opportunity well by adding a custom header to its Shopify checkout page.
8. Add a live chat or a chatbot
Live chat is the fastest way to get support for customers—so it’s a must that you have one on the checkout page. If a potential customer has any questions, they should be able to contact you first before abandoning the checkout.
Chatbots are also useful for this purpose and they’re generally more cost-effective than offering live chat. For your chatbot to be effective, however, you need to make sure it covers all the most common questions your shoppers might have while checking out. Typically, this includes information on shipping times, refunds policies, etc.
Here’s a good example of a checkout page chatbot from Endy Mattresses:
A live chat feature or a chatbot can easily be implemented on your checkout page using add-ons. Among the best Shopify app recommendations for this purpose are Tidio and Intercom. Both offer free accounts for small and new businesses but can easily scale up to accommodate more complex requirements for additional fees.
Apart from offering support, live chat and chatbots can be implemented to generate conversations that guide your customers through their buying journey.
Learn more about conversational commerce.
9. Optimize checkout page speed
Faster sites encourage people to stay longer and buy more. Google suggests that even a 0.1-second speed increase can increase conversion rates at retail sites by 8.4%. This is true even for the checkout page itself. You can easily lose a shopper who’s already primed to pay just because the checkout page didn’t load fast enough.
To check your page’s current performance, use PageSpeed Insights.
All you have to do is enter your URL and hit the analyze button. The tool will then offer recommendations for improving your site’s performance. Since every fraction of a second counts, implement all the recommendations and keep your checkout page’s loading speed at a minimum.
10. Convert visitors into SMS subscribers
You can get more value from your Shopify checkout page if you use it as an opportunity to gain SMS subscribers. If you’ve done a good job branding yourself and providing a good customer experience, you’ll be surprised by how many of your shoppers will actually want to sign up for SMS promos. The best part is people read up to 98% text messages they receive so it can be a good medium to boost repeat purchases and promote customer loyalty.
To gain SMS subscribers through your Shopify checkout page, all you need to do is add an SMS subscription field. Be clear about what your shoppers are opting into and what they gain from it.
L’ange offers a good example of an SMS subscription field seamlessly integrated into the checkout process:
11. Add an automated, one-time discount code
Automated discounts can help you get sales, especially for new Shopify stores. Use a homepage banner to tell customers about your offer and then make sure the discount code automatically applies and is apparent on their checkout page.
Here’s an example from Ana Luisa:
On this Shopify checkout page, the MARCH20 discount code is automatically applied but can easily be removed in case the customer wants to use another code. The total discount is also shown on the breakdown, making the shopper feel even better about the deal they’re getting. Additionally, because it is a limited-time discount, the shopper is unlikely to abandon their cart for another day.
12. Induce a sense of urgency
Creating a sense of urgency doesn’t have to just be about voucher expiries and limited-time offers. It could also be a short-term limit that keeps shoppers from pondering whether or not they should complete the purchase.
To generate this sense of urgency, add a small section with a timer on the checkout page. Let your shoppers know they can only reserve a product or avail of a special offer for as long as the timer is running. Depending on the nature of your products and the complexity of your checkout process, counting down between 10 and 15 minutes is ideal.
Take a look at how Pura Vida implements this tactic:
Here’s another example from Burga:
To easily add a countdown timer to your Shopify checkout page, you can use an app like Nextsale or Ultimate Sales Boost. Both have easy-to-integrate countdown timers, though the former has more customization options. The Ultimate Sales Boost app, however, is less expensive to retain once you surpass the free account limits.
13. Display social proof
A Shopify checkout page is a great place to showcase why customers should trust you. To build credibility and reduce abandoned orders at the checkout, consider adding social proof like ratings or reviews.
Here’s an example from Crown & Caliber:
Social media ratings at the top right corner of the page put new shoppers’ minds at ease as they purchase high-value items from the site.
To showcase social media ratings and other social proof on your Shopify checkout page, use trusted apps like Fera. Fera lets you boast reviews from various sites like Facebook, Google, Yotpo, Loox, and Trustpilot. You can get started for free and avail of paid plans from $9 to $99 per month, depending on your requirements.
You can also use a tool like Sales Pop by CartKit. This enables you to let shoppers know when other people have purchased on your site. It helps generate trust and encourages unsure shoppers to take the plunge as well.
14. Offer multiple shopping methods
Offer several delivery methods and let shoppers choose the most convenient for them. You can expect most online shoppers to want their purchases delivered. But the Buy Online, Pickup In Store model has also become a popular means to shop, especially for local customers who want to avail of your products now.
Here’s an example from Black Mango:
You’ll notice that the store offers both shipping and pick-up options. If you have several branches or pick-up points, it helps to use this space to let shoppers select the best place to pick up.
It may be surprising to discover that over 60% of Black Mango’s sales are completed over the phone. The company isn’t just one to emulate for your Shopify checkout page but your entire email marketing campaign.
Read the Black Mango Email Marketing Study.
15. Let customers have delivery options
Apart from letting shoppers buy the way they want to, let them have their products delivered according to their preferences. Some may want the least expensive options while others might prefer to spend more to get their purchases sooner.
A delivery method picker is a good way to give customers more control over their experience. By implementing such a feature, you improve the experience for all customers and you let your shoppers feel you’re willing to go the extra mile to have them receive their orders more conveniently.
Here’s a good example from Rebecca Minkoff:
Because different shoppers will have different shipping rates, it will be quite a complicated task to implement this feature yourself. Thankfully, several apps can take care of this for you.
Order Delivery Date by Identixweb lets you offer shipping, in-store pick-up, and local delivery. It calculates estimated arrival times and shipping costs specific to every user. Plus, it gives you additional tools to help you manage the fulfillment of orders. The app is free to try but will cost $14.99 per month.
Store Pickup and Delivery by Zapiet is another excellent option. Beyond delivery options, estimated costs, and estimated times, it has several features that will help you with fulfillment, inventory management, and fraud prevention.
Optimizing for sales doesn’t just occur on your product pages. You need to make sure that your entire checkout process is friction-free. Otherwise, any interest you gain from shoppers can quickly disappear and won’t translate to any revenue.
Implement these 15 Shopify checkout page optimization techniques and you are guaranteed to improve your customers’ experiences. This will not only translate to a boost in sales but also continuous revenue generation from happy, loyal customers.