If your checkout conversion rate is poor, you’re not alone. Research from the Baymard Institute shows the average ecommerce cart abandonment rate is 69.8%, meaning nearly seven out of ten shoppers leave before completing a purchase.

The checkout stage is often where the final “yes” turns into a “maybe later.” This article breaks down why that happens and how to fix it, using proven optimization strategies backed by real data.

What Poor Checkout Conversion Means

A poor checkout conversion rate happens when users add items to their cart but fail to complete the transaction. In most cases, the problem isn’t your product, it’s the experience between “Add to Cart” and “Order Confirmed.” According to Baymard Institute, the most common reasons shoppers abandon checkout are:

• Unexpected extra costs (taxes, shipping, fees): 48%
• Forced account creation: 24%
• Complicated checkout process: 17%
• Lack of trust or payment security: 18%
• Slow website or technical errors: 13%

How To Fix Poor Checkout Conversion On Your Store

1. Simplify the Checkout Process

Every extra step in your checkout flow increases friction and abandonment. The goal is to make buying effortless. Optimization tips include:

• Offer guest checkout; don’t force account creation.
• Remove unnecessary form fields.
• Use a single-page checkout to minimize clicks.
• Autofill shipping and billing details when possible.

A streamlined flow improves the user experience and reduces drop-off points.

2. Be Transparent About Costs

Hidden fees are the leading cause of checkout abandonment. A research found that 48% of users leave when they encounter unexpected costs at the final step. You can fix it by:

• Showing shipping, taxes, and total costs early in the checkout.
• Using a shipping cost estimator before checkout.
• Promoting free shipping thresholds (e.g., “Free shipping on orders over $50”).

Even small transparency improvements can immediately boost checkout completion rates.

3. Build Trust and Credibility

When customers enter payment details, they need to feel safe. Security and trust cues make the difference between completing or abandoning the purchase. Here are some elements to add:

• SSL certificate and HTTPS in your URL
• Visible trust badges (e.g., Norton, McAfee, PayPal Verified)
• Recognizable payment logos like Visa, Mastercard, or Shop Pay
• Clear refund and privacy policies

4. Offer Multiple Payment Options

Not all customers use the same payment method. Offering variety can directly improve your checkout conversion rate. Many customers abandon carts if their preferred payment method isn’t available. So here are some options to include:

• Debit/credit cards
• PayPal and Apple Pay
• Shop Pay or Google Pay
• Buy Now, Pay Later options (Klarna, Afterpay)

Catering to user preferences reduces friction and broadens your conversion potential.

5. Optimize Checkout for Mobile

Mobile commerce now makes up more than 70% of total ecommerce traffic, yet mobile checkout abandonment rates exceed 85%. Mobile optimization tips include:

• Simplify forms and enlarge tap targets
• Use autofill for address and card detail
• Minimize steps and eliminate pop-ups
• Ensure your pages load in under three seconds

A fast, responsive mobile checkout experience is essential for capturing on-the-go shoppers.

6. Use Retargeting to Recover Lost Sales

Even after optimizing, some users will still abandon checkout. That’s where retargeting and remarketing come in.

• Email reminders: Send abandoned cart emails within one hour for the highest open rates.
• Retargeting ads: Use Facebook and Google Display to bring visitors back.
• Exit-intent popups: Offer limited-time discounts before users leave.

These gentle nudges often recover lost revenue and increase overall conversion rates.

7. Analyze Data and Test Continuously

Checkout optimization is an ongoing process. Regularly reviewing analytics helps identify bottlenecks before they impact revenue. Recommended tools are:

• Google Analytics for funnel tracking
• Revvy for store analysis and insights breakdown 

Make incremental changes like button color, placement, or progress bar and test how each affects conversion rates.

Conclusion

A poor checkout conversion rate isn’t just a sales issue, it’s a user experience issue. Simplify your forms, remove hidden costs, optimize for mobile, and provide trusted payment options. The easier and safer your checkout feels, the more customers will complete their purchase.

If you’re ready to go beyond fixes and want data-backed insights into what’s really holding your conversions back, Revvy can help. It analyzes visitor behavior in real time and provides clear, actionable recommendations to help you turn every visitor into a buyer. Partner with Revvy today to diagnose friction points and boost your store’s revenue.