Checkout is the moment of maximum purchase intent — and maximum abandonment. 70% of people who reach checkout don't complete it. Every percentage point recovered is worth thousands in additional revenue.

Main causes of checkout abandonment

  1. Too much information required (too many fields)
  2. Hidden costs appearing only at the end
  3. No guest checkout option (forces account creation)
  4. Limited payment methods
  5. Slow process or one that breaks on mobile
  6. Absence of security signals (HTTPS, badges, guarantees)

Minimize fields

Every additional field reduces conversion. Ask only what's strictly necessary to complete the transaction.

Practical rule: if you can complete the purchase without a field, remove it.

Guest checkout always available

Forcing account creation is the fastest way to lose 25-35% of potential customers. Always offer guest checkout as the first option. Account creation can happen after purchase.

Show all costs upfront

The "pricing surprise" — discovering extra charges only at the last step — is the #1 cause of abandonment. Show shipping, tax, and fees from the first checkout page.

Multiple payment methods

Accept at least: credit card, PayPal, Apple Pay / Google Pay. On mobile, Apple Pay and Google Pay dramatically reduce friction (one-tap checkout).

Visible trust signals

  • SSL / secure payment badge
  • Accepted payment logos
  • Visible and clear refund guarantee
  • Support email/number visible in checkout
  • Recent reviews near the purchase button

Abandoned cart recovery

  • Email 1 (1h after): simple reminder
  • Email 2 (24h after): urgency + barrier removal
  • Email 3 (72h after): special offer to complete