21 WooCommerce Checkout Page Optimization Hacks to Minimize Abandonment

Tavleen Kaur
August 4, 2020

WooCommerce Checkout page optimization on your mind?

The native WooCommerce checkout page is plain jane, it can collect payments for you, sure.

But can it persuade on-the-fence users? Can it instill confidence in anxious prospects?

Can it proactively prevent checkout abandonment from happening?

No and no.

So when users switch to optimized WooCommerce checkout pages, irrespective of the template they use - they report astounding results like these:

woocommerce checkout page optimization results
WooCommerce checkout page optimization hacks do help you skyrocket sales

And no, these are not atypical results, you can get them too!

In this post, I'm sharing with you 21 checkout page optimization hacks that you can easily implement. You don't need all of them, right now. Start with three, and deploy them.

You'll start noticing a difference in conversion rate right away. On that note, let's get started.

#1: Use Multi-Step Checkout Forms

One website saw a jump of 300% in their conversions when they swapped a one-page checkout with a multi-step checkout form.

How it looks

Take a look:

checkout page optimization - multi-step checkout form

The layout is clean and distraction-free.

How to set it up

WooFunnels checkout lets you create a one-step, two-step, and three-step checkout process.

First, select the method that you'd like to use to create your checkout page i.e., Built-in Customizer, Elementor, Divi, Oxygen, or other page builders.

Checkout page template

You can decide which fields you want on what step from the 'fields' tab in the Checkout page editor. Check it out - there is a brilliant post on checkout page optimization related to fields on your form.

#2: Enable Multi-Step Field Preview

A multi-step field preview enables users to view the information they filled out on the last step.

They can hit 'change' to edit anything if needed.

How it looks: 

Some of the fields from the previous step appear on the current step:

checkout page optimization - multi-step field preview

How to set it up

Go to the Optimizations tab and select the field(s) that you want to show as a preview.

Checkout multistep field preview

Simply check the boxes, and they'll be displayed when the user proceeds to the next steps.

#3: Display Progress Bar Indicator

The progress indicator helps people know where they are in their checkout journey.

A study shared by Kissmetricss showed that respondents felt more engaged when filling out a survey with the progress indicator.

How it looks

The progress indicator shows users which step they’re on and how many steps to go.

checkout-page-optimization-progress-indicator

How to set it up

WooFunnels Checkout offers you a choice between single-step and multi-step forms. Select from a two-step or three-step checkout page template.

If you're using a pre-built Elementor template, then you can go to the 'Steps' section to set up your progress bar indicator.

You can choose the type of progress bar you want to show - Breadcrumbs or Tabs.

A similar option is available in the Customizer and other page builders as well.

#4: Enable Google Address Autocomplete

Filling out your complete address before buying sure is a frustrating process, and many customers may abandon it at the sight of the extra work.

But with Google Address Autocomplete, you can optimize your checkout page process.

How it looks

The user types the first few characters of their address and sees a list of potential address suggestions.

Take a look:

checkout page optimization - google address autocomplete
This checkout page optimization hack makes the purchase process fast & frictionless

How to set it up

First, you need to get the Google Maps API Key from here. Then go into Global Settings and paste the key under the Address Autocomplete option:

Address autocomplete settings in WooFunnels

Next, go to the ‘Optimizations’ tab of your Checkout page and enable Google Address Autocompletion

Checkout page optimization - google address autocompletion

Google Address Autocomplete works accurately in most parts of the world, but you can disallow certain countries.

That's it! Your users will now be able to use it!

#5: Offer Express Checkout Options

74 of the top 100 US retailers have adopted express checkout options for their business. It means they allow people to checkout via methods like Amazon Pay, Apple Pay, Google Pay, PayPal Express, and more.

This method is 60% faster and saves them an entire minute during the checkout process. {Source: Apple Pay for WooCommerce}

Another brilliant checkout page optimization technique to implement!

How it looks:

The customer selects their preferred Express Checkout option and logs in to make the payment:

checkout page optimization - express checkout buttons
If you're looking for just one checkout page optimization technique - pick this one!

How to set it up

First, ensure that you have the express checkout payment gateways configured and activated. You can do this by going to WooCommerce > Settings > Payment.

Next, go to the Optimizations tab > Enable Smart Buttons for Express Checkout.

Smart pay button for express checkout

You can also pick a position to display the Express Checkout Buttons - at the top of the checkout page, after order summary, and so on.

#6: Show Your Top-Selling Countries First in the Drop-Down 

Ever had to scroll multiple times while finding your country in a drop-down?

It’s time-taking, argh!

You can make your top-selling countries appear at the top of the list so that most of your visitors can pick from this mini-list.

How it looks:

The user sees a mini list of countries at the top and the remaining follow in alphabetical order.

Here's how:

checkout page optimization - top selling countries at the top

How to set it up

To set it up, you can enable the 'Preferred Counties' option under the 'Optimizations' tab and then select the list of countries that you want to show at the top.

Preferred countries option under optimizations

Did you hear we launched the latest version of WooFunnels Funnel Builder? Here's our launch post and there's also a full tutorial video. You absolutely must check out! ?

#7: Auto-Apply Coupon on Product-Specific Checkouts

When a user sees an empty coupon field on the checkout page, it leads them to search for it everywhere on the internet.

But if you auto-apply the coupon code, not only do you discourage people from going on a search but also show them how much they can save by making the purchase.

How it looks

The coupon is already applied on the checkout page, and the new order total gets displayed.

Take a look:

checkout page optimization - auto-apply coupons
A coupon auto-applied on the checkout

How to set it up

In the 'Optimizations' tab, click yes to auto-apply the coupon.

Next, specify the coupon code that you want to auto-apply at the checkout.

Auto-apply coupons option under optimizations

You also have the option to disable the coupon field altogether, in case your store doesn’t offer coupon codes.

This checkout page optimization hack works best for one-page checkouts when you’re running targeted ads.

#8: Use 'Shipping Address' as 'Billing Address' on Default

Research by Baymard shows that websites with fewer form fields have higher conversions.

In the majority of cases, people have the same shipping and billing address. So make sure you place the shipping field before the billing field.

How it looks

Once the user has filled out the shipping address, they can tick the box to enter a separate billing address:

checkout-page-optimization-shipping-address

How to set it up

Go to the ‘Fields’ tab in Checkout > Place the ‘Shipping Address’ field before the ‘Billing Address’ field.

Here’s how:

placing the field on checkout form

Next, click on the pencil icon to edit the billing address field. And turn the visibility ON for the ‘Use a different billing address’ option.

Take a look:

Field editing on checkout form

Once done, hit the ‘Save Changes’ button to save the changes made to the checkout page.

#9: Add Clear Labels To All Your Fields

Adding clear labels to your checkout form fields so that the user knows what areas they're filling out.

Besides, you can add placeholder text i.e., the text, which appears when a user clicks on that specific field.

You can use the placeholder text to justify a specific form field:

checkout page optimization - labels

How to set it up 

Go to the fields tab and click on any of the fields that you see there.

This pop-up opens up, allowing you to write custom labels and placeholder text for each:

Edit field

Also, you have the option to mark the field as required or optional.

#10: Make the CTA Button Sticky on Mobile

A sticky CTA button saves space on the mobile device. The user does not have to scroll to the bottom of the page to find the button.

It's a user-friendly checkout page optimization hack, especially for mobile users.

How it looks:

checkout page optimization - sticky CTA button

How to set it up

If you're using an Elementor checkout template, then click on the 'Checkout Form' widget built by WooFunnels. Here you'll find the option to make the button sticky on mobile.

Just hit yes to enable the option:

enable the button sticky on mobile

Apart from that, you can set the button color, label, padding, margins, and even add a privacy statement below the button.

The same option is available in the built-in Customizer.

#11: Make The Order Summary Collapsible for Mobile

By making the order summary collapsible on mobile, you can conserve the space well.

When the user taps on it, they'll see the full breakdown, and then they can collapse it back:

checkout page optimization - collapsible order summary
Checkout page optimization for mobile is just as important as it is for desktop.

To set this up in Elementor, go to the widget - 'Checkout Form' and edit it. In Sections, you'll see the option to make the Order Summary collapsible:

enable the collapsible order summary

There are similar options available in the Customizer.

#12: Make the Coupon Box Collapsible

With this checkout page optimization technique, you can make the coupon field collapsible so that it’s not very prominent.

Those who have the code can click on it, enter the code, and proceed.

How it looks

Look at the collapsible coupon box:

checkout page optimization - collapsible coupon box

You can also add custom text to congratulate them when the coupon code gets successfully applied.

How to set it up

Go to the 'Fields' tab in Checkout > Click on the 'Coupon' > Check the 'Collapsible' box.

Edit coupon field - checkout page optimization

#13: Create Product-Specific Checkout Pages Or Order Forms

Create checkout pages built to sell that one product you believe in, or it's one of your best-sellers, or maybe the item's trending.

Look at this one-page checkout template built using Elementor:

checkout page optimization - product specific checkouts

The top section highlights the USP of the product. You can have a demo video of the product here because seeing the product in action is a great confirmation.

You can also have some bullets and reviews that are specific to that product.

How to set it up

In the 'Design' tab, you'll find a bunch of product-specific checkout page templates.

No matter what method you select to build a checkout, there are product-specific checkout templates under each.

WooFunnels Checkout templates

Select any of those, and you're good to go!

Watch this video that shows how to customize your WooCommerce checkout page using Elementor. It's a step-by-step tutorial that shows you how to build product-specific checkouts:

#14: Create Time-Bound Checkouts for Exclusive Products 

Let's say you are launching some exclusive products.

And you would like them to be available for a specified period, after which the product won't be available for sale. Or maybe the discount is time-bound.

So you can create a dedicated one-page checkout and set its expiry.

checkout page optimization - time bound checkouts

Once the page expires, you can direct them to a page saying, 'Sorry! Time-out' or 'You snooze, you lose!'.

How to set it up

In the settings section, you have two options:

  • Close the checkout page after 'x' orders
  • Close the checkout page after a specific date

Take a look:

Time Checkout Expiry - optimizations

Enable one of the options by clicking on ‘Yes.’

Choose from one of the available options and provide a redirect URL. That's the URL your visitors will be sent to if they visit the checkout page after the offer has expired.

#15: Make Email and Phone Top Fields 

Make sure email and phone are your top fields on the checkout page. Let these be among the first few fields that a user fills out.

The advantage of this checkout page optimization technique is that even if the user abandons the checkout, you have a way of reaching out to them. Use a good abandoned cart recovery plugin that live-captures prospects' emails.

How it looks:

Capture their emails and send out cart recovery emails or SMS.

checkout page optimization - email field first

SMS's have an open rate of 98%, which is way higher than emails. So it makes sense to reach out to them using both mediums.

How to set it up:

In the Fields tab, WooFunnels gives you the ability to drag and drop to change the order of fields simply.

So you can drag-and-drop the email field and place it at the beginning of the checkout form.

Placing the email field on checkout form

#16: Showcase Credibility Markers

So what are credibility markers?

These are sections on a checkout page like the 'Why Buy From Us' section, 'Customer Reviews/Testimonials', and more that make the page appear trustworthy.

Take a look:

testimonials Checkout templates

These sections put a stamp of approval on the purchase, and they confirm to the users that the decision they're making is the correct one.

How to set it up:

If you're using an Elementor template, then you'll find these sections pre-created.

Edit and customize them to make them look exactly the way you want. Click on the pencil icon of the widget, and you can make the changes.

editing the icon widget

If you're using the built-in Customizer, then you'll find a widget for each of these sections.

You can configure them, and your checkout page will start looking credible.

#18: Add an Order Bump on the Checkout Page 

Order Bump is a small element on the checkout page where you can pitch a complimentary item.

You can create order bumps based on the items in the cart, cart total, and more intuitive rules.

Here are some ideas - WooCommerce Order Bumps: Ideas, Examples, Scripts & Step-by-Step Tutorial

How it looks

The user can add the bump offer to their order by simply ticking a checkbox. The order total gets instantly updated and the item gets added to their cart:

checkout page optimization - order bump
Order bump on the checkout page

How to set it up

First, configure the rules, i.e., where you’d like to specify where you’d like to display the bump.

Next, select the product you'd like to sell as your bump. Then design the bump section and configure its position.

Order Bumps

That's it! You're ready to display the order bump on the checkout page.

#19: Let Users Adjust Quantity and Delete Item(s) 

Conventionally a user has to go back to the cart page to adjust the quantity of a product or delete an item.

But now no more, you can append a mini cart on the checkout page. So it reduces friction and saves them one extra step!

How it looks

Here's the quantity adjuster and delete option on the checkout page:

Adjusting the quantity on checkout page

How to set it up

If you're using a Customizer template then click on the pencil icon on the cart widget on the right-hand side.

The cart customizer opens up and all related options are now visible:

checkout page optimization - enabling the quantity switcher

Check the box against Quantity Switcher and Allow Deletion.

#20: Add Best Value Tag

This is an incredibly effective hack. If you've created product-specific checkout and the user has to select one of the options from a list then always highlight the best value option with a tag.

This gives the ability to influence your prospect's decision on the checkout page.

How it looks

Best value tag example

The tag could be a 'SuperSaver' tag, 'Value For Money' tag, or the 'Best Value' tag.

How to set it up

Go to the 'Fields' tab and click on the pencil icon on the 'Products' field.

When you click on the pencil icon to edit the 'products' field, this pop-up opens up:

checkout page optimization - best value

So you can choose the option from the first drop-down, add a custom label, and define the position for the tag. That's it!

#21: Pre-fill the Checkout Form for Returning Users

Another interesting WooCommerce checkout page optimization hack.

If your users return after abandoning the checkout, you can show them pre-filled fields with the information they previously entered.

This tells them there's not much they have to do on the checkout page and can fill the remaining details to complete the process.

How it looks

When a returning user lands on the checkout page again, the data they had entered is present. It’s only the case when they visit again from the same device.

How to set it up

Enable this feature by going to the 'Optimization' tab and hitting the 'Yes' button below the 'Prefill Form for Abandoned Users' option.

prefill form for abandoned users

Start with Any 3 WooCommerce Checkout Page Optimization Hacks

Your checkout page must inspire trust and confidence.

It must not overwhelm users by asking for too much information.

Yes, splitting the form into multiple steps does make it look approachable.

And Express Checkout does reduce the time spent on the checkout page hence leading to higher conversions.

So go ahead and pick any three checkout page optimization hacks that you like and implement them.

I am quite confident you'll start noticing an instant jump in conversions!

Go explore more about WooFunnels Checkout and see how it can change your game >>

Author: Tavleen Kaur
Do you know after Amazon implemented the 1-click buy system, their sales shot up year-on-year hitting $88.9 Billion mark in 2014? Jeff Bezos attributed it to a friction-free & streamlined buying process. At BuildWooFunnels, we're determined to give you the tools you need to do the same in your business. I am Tavleen and I help you get there faster.
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