VWO Testing

Zero-In on the Best Designs With A/B Testing

A/B test your designs to figure out the best converting version for your brand and website.

Know More
VWO GDPR Ready Badge
VWO CCPA Ready Badge
VWO G2Crowd Leader Spring Badge
VWO BS 10012 Certification Badge
SOC 2 logo
Follow us and stay on top of everything CRO

The Anatomy of a Perfect Checkout Page

2 Min Read

So you’ve spent time, money, and effort creating your online shop. Your landing page is engaging, your product descriptions are tempting and your product photos are spot on. You have a steady stream of traffic coming to your site – but are your sales figures matching up?

If not, it might be time to optimize your checkout process.

Download Free: A/B Testing Guide

Your checkout process is the last hurdle before visitors turn into customers, so it’s crucial to get it right. 

So what makes the perfect checkout page?

Perfection varies according to your product and audience. Imagine buying a high-end designer item versus buying office stationery. You’ll want to dwell over one purchase while paying using a one-click button for the other. No two eCommerce websites are alike, and so no two checkout processes should be either.

The only way to find your version of ‘perfection’ is to continuously test to see what works. It’s imperative to explore the possibilities in a planned way – with A/B testing. For instance, finance company PayU increased its checkout rate by 6% through systematic testing of its checkout page.

You simply create an alternative version of your checkout page and compare it against the original to see which produces the best results. The benefit of testing is that you get data that tells you which version works better before committing to any major changes. A/B tests can be as simple as changing a few words to altering the entire layout.

Here are some ideas to get started:

Test for checkout page usability

  • Is the information ordered logically?
  • Are instructions on forms clear?
  • Are there any distractions?
  • Is the text big enough?

Test for psychological triggers on the checkout page

  • Are there visual cues of security?
  • Is the progress bar obvious enough?
  • Are the images large enough?
  • Does the color scheme work?

VWO’s repository of over 150 success stories is a good starting point for those who want to see what others are testing. But every retailer is different – so look at your findings and data to see what you should try.

Download Free: A/B Testing Guide

Fine-tuning the checkout process takes time and experimentation. Get it right and you’ll end up with happy customers who will be coming back for more. Get it wrong and your tests will only point you in the right direction.

Don’t rely on luck and guesses – test, plan, and strategically experiment with your process to ensure your sales match up with your web traffic.

You can watch this webinar to delve into the psychological principles of conversion optimization

Top 10 psychological principles of conversion optimization – using psychological intelligence

Conclusion

The checkout page can impact the checkout rate and consequently the revenue. A badly designed checkout page can have a negative impact on revenue. Maximize your revenue by experimenting with your checkout page through systematic A/B testing, using the right tools.

Ab Testing For Improved Conversion
Mohita Nagpal
Mohita Nagpal A lover of the written word, I plan to be the planet's first sit-down comedian. When I am not rethinking a misplaced comma, I write about conversion optimization and website usability. You can follow me @mohitanagpal
Share
Related content
More from VWO on Conversion Rate Optimization
Have a sales page? Here are 3 extremely simple tips to improve it

Have a sales page? Here are 3 extremely simple tips to improve it

You have a different audience than Copyblogger, Mashable and the New York Times. Their websites…

Read More
Karl Staib

Karl Staib

6 Min Read
Micro and Macro Conversions: Choosing the Right CRO Metrics

Micro and Macro Conversions: Choosing the Right CRO Metrics

Clearly defining the key performance indicators or KPIs is the first step to any Conversion…

Read More
Shivangi

Shivangi

9 Min Read
Rev Up Your SaaS Website Conversions With These Conversion Rate Optimization Tips

Rev Up Your SaaS Website Conversions With These Conversion Rate Optimization Tips

No matter how useful a SaaS product is, it isn’t worth much if you can’t…

Read More
Nitin Deshdeep

Nitin Deshdeep

9 Min Read

Deliver great experiences. Grow faster, starting today.

Start Free Trial Request a Demo
Shanaz Khan from VWO

Hi, I am Pratyusha from the VWO Research Desk.

Join our community of 10,000+ Marketing, Product & UX Folks today & never miss the latest from the world of experience optimization.

A value for this field is required.

Thank you!

Check your inbox for the confirmation mail