For fast-growing ecommerce brands, checkout is more than just a final step—it’s a make-or-break moment for conversion.
A clunky or confusing experience at checkout can undo all the work that went into getting a customer to click “Add to Cart.” That’s why optimizing your checkout flow is one of the most impactful things you can do to increase revenue.
Our partner, PrettyDamnQuick, analyzed millions of ecommerce orders and A/B tests across a wide range of brands to uncover what actually drives higher conversions. Here’s what the data shows—and what your brand can do about it.
1. Checkout Friction Is a Conversion Killer
Unnecessary friction in the checkout experience remains one of the top reasons for cart abandonment. Common issues include:
- Forcing account creation before purchase
- Unclear or last-minute shipping fees
- Limited payment options
- Long, multi-click checkout processes
The solution? Simplify. Use auto-fill, offer guest checkout, and give customers upfront information about shipping and payment. Small changes can have a big impact on conversion rates.
2. Don’t Just Test Layout—Test Messaging Too
One of the most overlooked optimization levers is the copy and context you provide during checkout. While layout matters, the clarity of your messaging—especially around shipping, delivery timing, and return policies—can often make a bigger difference than switching from multi-step to single-page flows.
For example:
- Show delivery dates early and often (even on the product page)
- Reassure shoppers with “hassle-free returns” copy near the payment button
- Include trust signals, such as security badges or payment protection blurbs
The more informed your customer feels, the more confident they’ll be in completing the purchase—regardless of whether they’re on step 1 or step 3.
3. Express Checkout = More Completed Orders
Consumers expect speed—especially on mobile. The data shows that brands offering express payment methods like Shop Pay, PayPal, Apple Pay, or Google Pay see 10–20% higher conversion rates than those with only credit card fields.
These payment methods not only save time, but reduce form fatigue, increase trust, and eliminate friction that can interrupt an impulse purchase.
4. Transparency Around Shipping Reduces Abandonment
One of the top reasons shoppers abandon checkout? Confusion or surprise around shipping.
Shoppers want to know:
- When their order will arrive
- How much shipping will cost
- What options they have for delivery
Clearly communicating this information—on the product page, cart, and checkout—reduces last-minute hesitation and builds trust.
5. The Truth Behind Common Checkout Myths
Data-backed testing often tells a different story than conventional wisdom. Here are a few checkout myths debunked:
- Myth: All checkouts should be as short as possible.
Reality: If your product requires customization or upsells, a well-designed multi-step flow can actually boost average order value without hurting conversions. - Myth: You must always offer free shipping.
Reality: Threshold-based free shipping (e.g., free over $50) can drive higher cart sizes and protect margins. - Myth: Discounts are essential at checkout.
Reality: Overuse of discount popups can hurt brand perception and reduce full-price sales. Use strategically, not automatically.
Actionable Tips to Optimize Checkout Today
Looking to tighten up your checkout experience? Start with these high-impact changes:
✅ Eliminate forced account creation—offer guest checkout
✅ Add express payment methods like Shop Pay or PayPal
✅ Display shipping costs and delivery times before checkout
✅ Use reassuring, helpful copy at key moments (returns, security, etc.)
✅ A/B test contextual copy and messaging, not just layout
A seamless, confidence-inspiring checkout process doesn’t just improve conversions—it improves your entire customer experience.
This article was adapted from a blog originally written by our partners at PrettyDamnQuick. Visit their site to read the original version and explore their ecommerce checkout and shipping tools designed to help you grow faster, with less friction.
🎁 Passport Exclusive: PrettyDamnQuick is offering Passport customers 3 months free of Checkout Pulse—their Shopify Plus diagnostics dashboard that monitors checkout health, flags issues instantly, and helps protect revenue during critical sales periods like BFCM.
Use code PASSPORT-X3-085 to redeem.
