Checkout Page Strategies that Convert More Customers

by Josh Biggs in Ecommerce, Marketing on 29th December 2020

With tons of eCommerce websites going live every minute, surviving the high volume of competition means you need to generate sales and not just traffic. High-volume driven traffic directing your website is good, but if this does not convert to sales, then something’s wrong with your business. 

If page traffic is converted to sales, then you can leverage your business anytime, that’s good news. The amount of sales you convert tells more about how well the business does. Here’s how you can increase site conversion rate, limit checkout abandonment status, and just push through with the sales. 

Why Is Page Conversion Rate Essential?

No sales are complete unless your visitors enter the payment info needed to check out products or services that your eCommerce site offers. To ensure that every customer (or at least most of them) carries through a purchase, you have to make the procedure as efficient and streamlined as possible. While there are tons of high performing strategies, only a few are known, proven, and tested by successful sites. 

First, you need to check whether your site is translating traffic to sales, If not, you’ll need to redesign your marketing strategies and check metrics that measure your conversion rate. You can read about the plans here to help you effectively convert driven traffic to sales. Great products and services are commonly affected by poor site design and checkout processes. 

Page conversion is vital to any eCommerce biz. The optimization process is vital as it enables you to lower customer acquisition fees by providing value to current users or followers you have. With an optimized conversion rate, you’ll expect any business to increase profit for every visitor, increase the rate on potential clients, and leverage your business.

To measure your page conversion rate, it’s the converted sales over total site visitors your page acquired. For instance, your eCommerce website gets 200 new visitors and converts 50 sales per month, then its 50 sales divided by 200 visits is equivalent to a 25% conversion rate. 

Highly-Effective Strategies To Increase Conversion Rate On Checkout Pages

Cart abandonment is a common issue with eCommerce stores. According to studies, 69.25% of shopping carts are renounced. That means if you have 100 clients, 69 of them won’t finish the checkout process. As a customer, you’ll expect your shopping experience to be easy, seamless, and friction-less. 

If the checkout procedure does not reach client expectations, they are more likely to leave it behind. Then that’s a major problem for your business. Here’s how you can increase the conversion rate with a highly effective checkout page procedure. 

Create a sense of urgency through an effective CTA approach

Creating a sense of urgency can increase your conversion rate than not putting anything for potential customers. Most people believe they have time left to check for another product and abandon their cart. With a sense of urgency present, your potential client must take the action asap or will lose a great deal. 

Provide clear transparency about your stocks or promo duration to help customers make their decisions and proceed with the checkout procedure. Instant gratification transitions the passive state to an active state. This means your customer will be more likely to buy the product now, more than ever.

Remove uncertainty and understand your client’s point of view

Reduce all potential uncertainty that can affect the conversion rate. Empathy is powerful and bringing down uncertainty can help your business reach its potential. Be specific about what your future client wants, from the estimated delivery date or how long the process will take. 

Provide FAQ to lessen customer uncertainty as you provide answers to their questions. If you’re selling physical products, describe product materials, dimensions, weight, etc. 

Reduce the friction from complex form fields

A potential customer adds products into their shopping cart because they need them and expect the process to be straightforward and easy. If your checkout process is complex and there’s a long-form field to fill in their information, chances are, they will abandon the process and find an easy alternative. 

Provide reasons to gain buyers trust

Online shoppers need to trust digital stores before they make a purchase. While this can be an issue, you can do a turn around the process to gain potential customers’ trust. There is no need to falsify information as it’s unethical. 

You can provide social proof to let people know that they can trust you. Social proofs are the most powerful and reliable ways to influence your client’s decisions. You can provide testimonials from previous clients or ‘used by’ logos. 

A potential customer can purchase your product when ‘strongly influenced’ by a known personality associated with your product or company. You can increase client trusts through third-party badges that are available on your website.

Minimize risk by providing optimum security during the checkout procedure

People are more cautious when buying online due to various threats that greatly affect privacy and finances. It’s your responsibility to ensure that your customers are protected and make the right decision to purchase products or services that you offer. 

To increase security and minimize risk, you can offer warranty or refund options. Whether you are selling tangible products or digital goods, offering a guarantee over client purchase is essential. 

Reduce the risk by offering free shipping alternatives. Most online buyers are willing to purchase more if you offer free shipping choice. 


Psychology plays an important role when making sound decisions. As an eCommerce site owner, you need to take advantage of the influence in psychology with every site visitor and convert them to sales to increase your conversion rate. To improve this, you need to take multiple approaches for a high performing checkout page process.

Categories: Ecommerce Marketing