How to Optimize WooCommerce Checkout Page For Better Conversions

How to Optimize WooCommerce Checkout Page For Better Conversions

WooCommerce Checkout Page turn your visitor into sales. If you Optimize WooCommerce Checkout Page, it will increase more sales that means more revenue. Although the default WooCommerce checkout is reasonably well laid out but more can be done to improve this crucial step for store owners.

Hope you have successfully installed WooCommerce for your online store and running your business, but not getting the revenue as per your expectation. Try to find out the root cause, analysis them and take proper remedy to mitigate them. Complicated WooCommerce Checkout Page may be one of the reason to increase sales.

In this article, we’ll discuss how to Optimize WooCommerce Checkout Page for better conversions.

Optimize WooCommerce Checkout Page

WooCommerce One Page Checkout

Many customers prefer woocommerce one page checkout as it reduces a lot of complications. There is also a general perception that single page checkout might reduce the cart abandonment rate. If majority of your customers are using mobile devices then single page checkout might be great solution for you. However, there is a limitation to apply this process to your store. If you are doing business with personalized products, where the customers need to verify the product details before confirming the order, single page checkout might not be a good option.

Few plugins are available to set up WooCommerce One-Page Checkout. Some websites offering ‘WooCommerce One Page Checkout Nulled Plugin’ are trying to deceive you. You will also get one page checkout template and WooCommerce one page theme at Themeforest.net.

One Page Checkout Examples

WooCommerce One-page checkout button, also known as order forms are quite popular. Let’s have a look of the following example of WooCommerce quick checkout:

One Page Checkout Example

If you closely look at the above example, you might notice that in the checkout page Grant Cardone, described the product in great detail and on the right hand-side the embedded checkout form calls for action. In this flow, there is no redundant steps.

And on the second step, you also might have noticed that there’s an order bump to increase the order value. They’re offering visitors to upgrade to a course at $37 more.

The CTA button is also clearly optimized for more clicks.

WooCommerce Multi Page/Multi Step Checkout

WooCommerce multi step checkout requires customers to manually enter their preferred shipping method, shipping and billing address, and payment information. While multi-click checkouts take more time from the customer but it provides more scope for a detailed review of the order before finalizing the purchase that’s why some customers prefer multi-page checkout.

Just consider a scenario, your customer is going to purchase an expensive product, so a hurried checkout might not be a preferable choice for him. It is more likely and obvious that he might be looking for a chance to double check the choice and confirm all necessary information.

A multi-step checkout also presents more marketing opportunities to the store owner. Up-sells and cross-sells can be displayed more elaborate during this checkout process. Customized offers can be designed and displayed more efficiently to privileged customers during a multi-step checkout.

Multi Page/Multi Step Checkout Example

WooCommerce multi-step checkout can give merchants the ability to add a guest checkout option. Look at the example below:

WooCommerce Multi step Checkout Example

In the above example, you might have noticed that there are four steps to complete the purchase.

  1. Login: First customer need to create an account and have to login.
  2. Coupons: Put the coupon code (if you have any) to get the discount.
  3. Billing and Shipping: Here, you have to write your First name, Last Name, Email address, Phone Number, Country, Home town/city etc. In a word, the address where you will receive the product/the product will be delivered.
  4. Order and Payment: Here, you will find the total price of the product including the shipping charges. You have to select the payment method.

Please note that, the checkout process that we used may vary depending on the plugin and themes you are using.

How to Optimize WooCommerce Checkout Page Both Single Page and Multi Page

One-page checkout helps users complete their purchase without having to load additional pages. The idea is that if all necessary information for purchasing can be put on one page, users will be closer to complete their order, thereby increasing the conversion. Another advantage to one-page checkout is that it occupies less real estate, which means that users have less information to fill out. Non-essential fields are often cut to make the one-page checkout concise. However, this philosophy can also be applicable to multi-page checkout with success.

In fact, there are a few ways to optimize the checkouts (both one-page and multi-page) to create an effective user experience.

1. Make the checkout process as simple as possible

Too long and complicated checkout pages can seriously kill your sales. Properly ordering the steps according to user expectations, as well as letting the users know where they are in the process, both will increase user confidence and conversion rates.

Making the checkout process simple means asking for each information only once. Auto-filling state and city, after a user enters their ZIP code, and making shipping/billing information the same by default, are quick but effective time savings technique. If any errors occur, make it clear what and where it is wrong and how to fix it. 

Optimize WooCommerce Checkout: Simple Checkout Process

2. Clearly display update order summary and price as a user fills out fields

Make it clear what users are going to pay, including the price associated with each shipping method which will help them feel more confident in their purchase, especially before entering any payment information. This means that as users change the value they enter, order summary information should reflect these changes.

Optimize WooCommerce Checkout: Display Update Order Summary and Price at Checkout Page

3. Show a progress bar on Checkout page

A progress bar display during the checkout process is an excellent indicator to show how long it will take to complete the order. It biased the buyers to finish the task that they have started. It builds up the clear communication between you and the buyer.

By highlighting the buyer position at the checkout process they can clearly see where they are in the sequence.

Display Checkout Progress at Checkout Page Bar

4. Display trust logos for security and safety purposes and testimonials

User trusts at the checkout process is another key factor. According to Cart Abandonment Rate Statistics by Baymard, it is the 5th most common reason that a buyer does not complete the checkout process.

With the increasing of eCommerce business theft and fraud are also increasing. People want to feel that they are dealing with a safe, secure and reputed company.

Trust seal logos are extremely important for trust factors. Including trust seal logos and testimonials from previous customers is a good way of making a buyer feel secure before clicking the ‘Buy now’ button and sealing the deal.

Display trust logos for security and safety
Trust Logos including Testimonial at Checkout Page

5. Add social proof at checkout page

According to social psychologist Robert Cialdini, social proof has a powerful effect on people, serving as valid evidence that it’s okay to do something, if only because others are doing it too.

You can use social proof at your store to boost your sales.

It doesn’t have to be a traditional 5-star reviews of products. Believe it or not, one great source of social proof can be the stair of success.

Let’s have a look at the social proof example:

Social Proof at Checkout Page

On Radio Shack product page, the exact number of Facebook likes and Pinterest pins are displayed, creating a sense that this particular product has been approved by others, and is worth buying.

6. Allow guest account during checkout process

According to the new eCommerce checkout research by Baymard, 34% of shoppers abandoned their cart because they were asked to create an account.

Permission to checkout as guest is very important when the user has first contact with the website/brand. In the first contact the user often doesn’t trust the store to provide their credentials. To optimize WooCommerce Checkout page guest account is a must than creating an account.

Forcing to create an account often breaks the buying process. Once the user takes the initiative to make a purchase the checkout process displayed should be as easy and fast as possible, so minimize the number of clicks.

Just allow guest checkout to resolve this. Instead of forcing you can easily add a page after the order is complete that allows them to create an account.

Allow Guest Account During Checkout Process

7. Remove distractions from checkout page

To prevent distractions of all kinds, it’s best to isolate the checkout overall. People tend to be curious, and anything catchy will be clicked by bored shoppers.

Just make sure that there are no links of ads, your site’s other pages, unnecessary footer links, and make your checkout flow distraction-free.

Harrys Checkout Distraction Free

Optimize WooCommerce Checkout Page: Final Words

With many choices from where to make online purchases, it’s important to create a user experience on your site that’s inviting, simple, and engaging at every touch point.

WooCommerce direct default checkout page should be high up on your list of priorities. With such a large percentage of sales being lost on this page it is essential for store owners to try and reduce this to a minimum. In addition to the above tips, there are many things you can do to optimize your WooCommerce Checkout Page.

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