5 Checkout Conversion Optimization Tips Using WooCommerce

Improving conversion rates on your online store is a never ending saga of testing, updating and optimizing. Luckily, WooCommerce, out of the box, comes with an incredibly powerful and robust online store to begin selling your products.

One area that many companies, including Google, have spent extra time and resources evaluating and refining is the checkout process. If a visitor is willing to navigate to the checkout page it is important to closeout that order by optimizing the final checkout experience. Google recently published a online store playbook that details some of the best converting online stores and gives an amazing treasure-trove of information in regards to Google’s own best practices for online conversion. Here are a few of the takeaways, specifically when thinking about optimizing for your checkout process.

Limit The Exit Points On Checkout

When a buyer enters your checkout page they need to have a sense of security and formality. Buyers will not enter their credit  card information if any part of the checkout experience does not feel authentic and secure.
By removing unnecessary UI components  you can keep your visitors engaged on the checkout process. Removing your main navigation and only including your company logo and any other non-important checkout UI elements should be removed or made less prominent.

Limit Unnecessary Fields and Auto-Populate Fields When Possible

Buyers expect to see a standard set of fields when checking out on an online store. Including any redundant, non-important or non-standard form fields will devalue the authenticity  and security of your checkout form. In addition, users on mobile and tablet want to type as little as possible to complete an order as typing on mobile devices is hard and error prone. Using plugins like Woocommerce Checkout Address AutoFill Plugin that auto-populate address fields is a good way to improve, and speedup, the checkout process for your visitors.
27% of users abandon orders due to a “too long / complicated checkout process”. Best performing e-commerce sites have 6-8 fields, total of 12 form elements.Average retail checkout flow has 14.88 form fields.

Reiterate and Enforce A Secure Checkout

Make sure your visitors feel secure by reiterating HTTPS and a secure checkout process.

Remind User Of Value Proposition

Re-iterate value prop (typically free shipping, % off sale, etc) in the cart and checkout pages. If your check out process has an optional Create Account option add value prop around why someone should create an account.


Allow Users To Continue Their Checkout Later

35% of users will abandon the checkout if a retailer does not offer guest checkout. Allow users to continue on another device by emailing or saving for later.

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