Checkout optimization – How to minimize abandoned purchases and increase your conversion rate: e-commerce hack #08

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In the competitive world of online stores, every percentage point of conversion rate is hard-won. Abandoned purchases mean lost sales and frustrated customers. In e-commerce, the checkout process can make all the difference to the customer experience. Even with great products and engaging content, a cumbersome checkout can lead customers to abandon their carts at the last moment. Here's how you can optimize your checkout process to minimize friction and increase conversions. With a few clever optimizations, you can overcome a few hurdles and significantly improve your conversion rate.

The key lies in a streamlined, user-friendly checkout process. Here are some key points you should consider:

Lean forms: Only ask your customers for the information that is really necessary. Long forms can overwhelm customers and disrupt their purchasing process. By only asking for essential information, such as delivery address and payment details, you can reduce friction and speed up the checkout process. Use auto-fill and real-time validation so that customers don't have to correct their entries repeatedly. Avoid unnecessary fields that only complicate the checkout unnecessarily.

Guest mode:
Offer your customers the option of shopping without an account.
Forcing customers to create an account before making a purchase significantly increases the abandonment rate. Offer your customers the option of guest checkout so that they can complete their transactions quickly without unnecessary obstacles. If you need customer data for future marketing, encourage account creation after purchase through incentives such as discounts or exclusive content. All of this lowers the inhibition threshold and can significantly increase the conversion rate.

Multiple payment methods: By offering different payment options, you appeal to customer preferences and minimize the risk of losing sales due to unsupported payment methods. In addition to credit/debit cards, you should also integrate digital wallets such as PayPal, Apple Pay and Google Pay. Make sure your payment gateway is secure and user-friendly to build customer trust. Offer your customers various popular payment methods, e.g. credit card, PayPal and instant bank transfer. This way, every customer can pay conveniently using their preferred method.

clear Calls-to-Action (CTAs)

Make sure that your CTA buttons, such as “Complete order” or “Continue”, are clearly visible and clearly recognizable. A well-designed CTA button should stand out through color, size and placement so that customers are guided effortlessly through the process.


Use progress indicators to show customers where they are in the checkout process. This reduces uncertainty and motivates them to complete their purchase. Break the process down into manageable steps and use visual cues to keep customers engaged.

Transparent prices: Surprises, such as unexpected shipping fees or unclear return policies, can lead to abandonment rates. Show all costs, taxes and shipping fees from the beginning to avoid misunderstandings. Also clearly explain the return and refund policy before checkout begins and make sure all prices and shipping costs are clearly communicated. This will help you avoid unpleasant surprises and mistrust among your customers.
Mobile optimization:
We no longer need to talk about the increasing, or rather long established, use of smartphones for ordering. An optimized mobile checkout should offer a smooth experience: responsive design, larger buttons, simplified navigation and saved information for repeat purchases, and the checkout should work flawlessly on mobile devices.

How short is too short? The optimal number of checkout steps

The optimal number of steps in the checkout process is a hotly debated topic in e-commerce. There is no one-size-fits-all answer, as the ideal number depends on various factors, such as the type of store, your target group and the complexity of your products.

In principle, however, the shorter the checkout process, the better. Long and complicated forms put customers off and lead to abandoned purchases. Studies have shown that checkout processes with 3 to 5 steps achieve the highest conversion rate.

The breakdown of the steps could look like this:

Shopping cart overview:
This is where customers can check the selected products, make changes or apply voucher codes.
Address and delivery information:
Customers enter their shipping address and select a shipping option. Sometimes this information is entered together with the payment information in one step.
Payment information:
Customers enter their payment details or select a payment option.

Verification and confirmation: Customers review all information before finalising their order.
Order completion:
A confirmation page indicates that the order was successful, often with order tracking details.

A smaller number of steps can increase the likelihood of customers completing the purchase, as each additional step is potentially a hurdle. Some stores successfully use a single checkout step, known as 'one-page checkout', which combines all elements on a single page. This can be particularly beneficial on mobile devices where users want to minimize scrolling and typing. Amazon, for example, offers a one-click checkout where customers can complete the order with just one click.

Optimization potential in the checkout-proccess: B2C vs. B2B

While the basic goals of checkout optimization - increasing the conversion rate and reducing purchase abandonment - are the same in both the B2C and B2B sectors, there are some significant differences in the optimization potential:

Complexity of the purchasing process: In the B2C sector, the purchasing process is generally simple and quick, as customers usually only purchase individual products. B2B buying processes, on the other hand, are often more complex and involve several steps, such as obtaining quotes, negotiating prices and clarifying delivery terms. While B2C relies on straightforward checkout, B2B requires precise planning and coordination to ensure that suppliers meet specific business requirements.
Number of decision makers:
In B2C, a single person typically makes the purchase decision. In B2B, however, multiple decision makers are often involved, including buyers, department managers and supervisors. These stakeholders have different interests and responsibilities, which makes the decision-making process much more complex and requires coordination between different departments and hierarchies.

Payment methods: In the B2C sector, private payment methods such as credit card, PayPal and instant bank transfer are common. In the B2B sector, on the other hand, companies more frequently use business payment methods such as invoice, SEPA direct debit and purchase on account. These allow more flexible payment processing for larger transactions and are often adapted to internal payment and approval processes.
Customer relationships:
In the B2C sector, customer relationships are usually short-lived and transaction-oriented, as customers often buy products for their personal needs. In contrast, customer relationships in the B2B sector are usually long-term and based on partnership. Here, companies work closely together to achieve common business goals and ensure a consistent supply chain. These long-term partnerships are often characterized by recurring orders, tailor-made services and close coordination based on mutual trust and common interests.

This results in the following optimization potentials:


Lean purchasing processes: Offer your customers the opportunity to complete their purchase with just a few clicks. The faster and easier the checkout, the better the conversion rate!
Mobile optimization:
Nowadays, many people store on the go. So make sure that your checkout process also works smoothly on smartphones and tablets.
Variety of payment methods:
More choice means more freedom for your customers! Offer different payment methods to increase the conversion rate.
Guest mode:
Allow your customers to purchase without creating an account. This makes it even easier for them to order from you.


Flexible purchasing processes: B2B needs are diverse. Offer your customers the option of adapting the checkout process to their individual requirements.
Multi-stage approval processes:
In many companies, several people are involved in the purchase decision. Enable smooth collaboration with multi-stage approval processes.
ERP and CRM integration:
Connect your checkout process with your ERP and CRM systems to ensure an efficient and data-based process.
Account-based marketing:
Personalization is key! Use your customer data to adapt the checkout process to the individual needs of your customers.

In addition, you should consider the following special features when optimizing checkouts in the B2B sector or at least check whether the problem solutions listed at the end of each point play a role in the industries relevant to your business:

Individual pricing: Customer-specific prices and volume discounts are common in many industries. The checkout processes should take such individual prices into account and integrate them seamlessly into the transaction -> Dynamic price lists for different customer groups
Quotation requests:
In the B2B sector, quotations are often required, which are created and negotiated before the purchase. A checkout system should therefore offer the option of simply requesting and comparing quotes -> Quote form in the checkout to clarify details individually.
Multi-level approvals:
Purchases can go through different levels of approval. The checkout process should therefore be tailored to these structures in order to facilitate the necessary approvals -> Approval workflow for tracking approvals.

Credit limits and payment terms: Many B2B companies work with credit limits and individual payment terms. The system must be flexible enough to handle these special features correctly -> Automated limit check and specific payment terms
Delivery and shipping options:
Different industries have specific requirements for deliveries, including special shipping options and logistical conditions -> Flexible shipping logic based on individual needs.
Integration with existing systems:
B2B customers often require integration with existing ERP or procurement systems to simplify their purchasing processes -> API connection for seamless integration with ERP and procurement.

These industry-specific characteristics require a high degree of flexibility and adaptability in the checkout process to ensure smooth order processes and efficient purchase transactions.

“What could possibly go wrong?" Checkout optimization mistakes you should avoid

However, when optimizing your checkout, there are specific mistakes that can ruin the success of your efforts.

Here are some of the most common mistakes and how you can avoid them:


Mistakes: Lack of data collection on user behavior in the checkout process (purchase cancellations, error messages, dwell time) leads to a lack of knowledge about potential for improvement. Incorrect interpretation of statistical results (statistical significance, confidence intervals), non-consideration of spurious correlations and representativeness problems distort the analysis.
Use tracking tools to collect data on abandoned purchases, error messages and the time spent in the individual steps of the checkout. Interpret results correctly and take possible influencing factors into account.
Segment data according to relevant criteria (e.g. age, gender), use visualizations to identify patterns, document analysis processes for traceability and communicate results clearly and comprehensibly.


Mistake: Implementing features that are not relevant to your customers wastes time and resources.
Prioritize features based on the data collected and feedback from your customers.
Focus first on the most important functions that lead to an improvement in the conversion rate.


Mistake: Without A/B tests, you don't know which changes to the checkout process actually lead to an improvement.
Carry out A/B tests with different versions of the checkout process to determine the best variant.
Test different elements of the checkout, e.g. the form fields, the payment methods and the call-to-action buttons.


Mistake: Customer feedback is a valuable source of information about what can be improved in the checkout process.
Collect feedback from customers via surveys, interviews and usability tests.
Use the feedback to continuously improve the checkout process and adapt it to the needs of your customers.


Mistake: Checkout optimization requires collaboration between different teams, e.g. marketing, development and customer service.
Ensure that all teams are informed about the goals and progress of checkout optimization.
Establish a communication process to ensure a smooth process and effective collaboration.


Mistake: Optimizing the checkout is an ongoing process. Without regular follow-up and optimization, you run the risk of losing touch with the latest trends and customer needs.
Continuously monitor the performance of the checkout and make adjustments if necessary.
Use the collected data and feedback to continuously improve the checkout process and increase the conversion rate.

The checkouts of the future: Which optimization tips are particularly new?

You will find the following new developments somewhere between the field of experimentation and, in some cases, actual practice. Their use cannot necessarily be recommended across the board. Especially along the general advice to streamline and tighten the checkout, every innovation should be critically categorized between driving sales and causing confusion through feature-related distraction from the goal. In principle, it may be worth taking a look at the following innovations:

Personalized product recommendations: Offer customers personalized product recommendations during checkout based on their purchase history and browsing behavior
Save individual payment options:
Allow customers to save their preferred payment method and use express checkout options with one click.
Dynamic pricing:
Offer individual prices and discounts based on customer data and market analysis - also in the checkout
Intelligent form input:
Use AI to automatically fill out forms and minimize input errors.

Predictive analytics: Use machine learning to predict abandoned purchases and take proactive measures to improve the conversion rate.
Linking online and offline channels:
Enable customers to seamlessly continue the checkout process on different devices (e.g. smartphone, tablet, desktop)
Interactive checkout experiences:
If appropriate for your business, use AR and VR to make the checkout process more fun and engaging.
Checkout with social media:
Enable customers to link the checkout process with their social media accounts.
Recommendations from friends and family:
Integrate social proof elements such as product reviews and customer recommendations into the checkout process.

Biometric authentication: The use of fingerprint scanners, facial recognition or iris scans to identify and authenticate users at checkout can not only make the process more secure, but also faster and more user-friendly.
Integration of digital wallets and cryptocurrencies:
In addition to traditional payment methods, more and more companies are offering the option to pay with digital wallets or cryptocurrencies, providing an additional layer of security and anonymity for users.
Sustainable checkout options:
With a growing awareness of sustainability, companies are now offering options such as carbon offset shipping methods or eco-friendly packaging options directly in the checkout.

Would you like to read more hacks in the e-commerce sector?

Take a look here and find out more about limited stock notifications. Or are you more interested in user-generated content?

Conclusion: efficient checkout optimization- Avoid mistakes and take advantage of new trends

When every percentage point of the conversion rate counts, checkout optimization is crucial for success in e-commerce. By applying smart principles such as clear forms, flexible payment methods and comprehensible progress indicators, purchase abandonment can be minimized and customers made happier. Recent developments such as AI-supported analyses, biometric authentication and dynamic pricing make it possible to further personalize and simplify the checkout process. Nevertheless, with all the improvements, care must be taken not to overload the process, but to tailor it to the specific needs of the customer. In this way, both B2C and B2B stores can maximize sales potential and strengthen their market position.