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Conversion Optimization in the Checkout: 10 Tips
15.07.20, Haydar Yüce

Today the focus is on conversion optimization in the checkout and thus the most important metric in e-commerce. If a customer visits your online shop and fills the shopping cart, it looks good for you – the stars for a sale are apparently very favorable.

What happens now is something that many online merchants, perhaps you as well, cannot explain to themselves. But the thesis behind it is simple: Because of an unoptimized, sometimes bumpy and for the user uncomfortable checkout, the user cancels the order process and thus becomes a shopping cart abandoner. Thus 70 to 90 % of all purchase processes are ended before completion. So 7 out of 10 customers prefer to leave it at that, only 3 out of 100 actually make a purchase. It remains to be said that the checkout in particular offers great potential for optimization in order to significantly improve the conversion rate.

The background of conversion optimization in the checkout: Why do customers cancel the order process?

A customer’s journey from product selection to checkout is particularly critical and sensitive. Especially at the “last hurdle”, the checkout, sales often fail. Nevertheless, many online merchants neglect to optimize the conversion rate at the checkout. The reasons for shopping cart abandonment are among others:


  • a complicated checkout process
  • the input of numerous data
  • excessive delivery costs
  • technical problems and loading errors
  • a confusing design
  • restricted payment methods
  • lack of trust
  • distraction due to incorrectly placed teasers and banners






Our 10 best tips: How to improve your conversion rate with checkout optimization



Tip 1: Keep the ordering process short

Today we have less and less time and so even an online order has to go fast. Ideally, the purchase is completed in a maximum of five steps. Data queries should be reduced to a minimum.


checkout optimization


One possibility is the Single-Page Checkout. Here, all fields are on one page and the customer can place the order clearly arranged in just a few clicks. More often, however, the so-called multi-page checkout is used. Make sure that the customer is visually guided through the process.

Tip 2: Making guest orders possible

Creating a customer account before you can even order is often a deterrent and often leads to abandonment. Today, fewer and fewer users are willing to register with another online shop at the checkout. By offering the guest order option, you give your customers the opportunity to order conveniently without registering, which significantly improves the conversion rate.


conversion checkout guest ordering


Customer accounts are certainly important for you as a company to ensure long-term sales. This is exactly why it is a good idea to make it easy for hurried guest customers to create a customer account – outside the purchase process: Use the “thank you” page or the order confirmation for the appealing note of quick registration (after the purchase) – after all, the data has already been entered at this point.

Another way to optimize the conversion rate in the checkout is to offer – in addition to the customer account – the registration via own social media channel. This makes the process easier and is often well accepted by users.

Tip 3: Create trust

Only those who gain the trust of users today can generate revenues through sales. For conversion optimization in the checkout, you use trust-building elements that the user knows and associates with security.

Online seals of approval such as the Trusted Shops seal, a TÜV certification or the EHI retail seal are well suited for this. In order to guarantee authenticity, a seal of approval must lead from your online shop through a mouse click to the page of the seal of approval provider, where the valid test certificate is displayed, which you will receive by participating in and testing the certification.


conversion optimization seals of approval


Another trust element is the indication of the SSL encryption of the data during the purchasing process.

You can also create more trust with a clear imprint, a well-designed and credible presentation of your company and the team, your well presented company ethics as well as directly visible contact data, a transparent cost structure and accessible information on shipping costs, return and revocation rights.

Implement good ratings and other certificates or certificates that are important and increase your credibility.

Tip 4: Clear ordering process and customer benefits increase the conversion rate in the checkout

Guide your customers through the ordering process and keep customer benefits ready. This starts with the detailed description of your products.


  • Use high-quality photos, present your products in a 360 degree view or even in a video. Even a configurator, where customers can put together their own products, can go down well.
  • Implement highly visible buttons with clear labels, such as “Continue shopping” and “Checkout” in eye-catching colors. You should also include highly visible coupon or discount code fields.
  • Show the order process by using breadcrumbs. This way the customer always has an overview of where he is currently in the purchasing process. This provides more motivation to stay on the ball.
  • Use tools such as Google Autofill, so that customers can conveniently have their forms filled out automatically.
  • Integrate additional information directly next to fields that require explanation.
  • Give customers the opportunity to contact you directly by phone, e-mail or, best of all, with a live chat in case of difficulties.
  • Increase the interest in placing an order with free shipping and returns. More than 60% of online shoppers prefer to buy from online stores that offer free shipping.

Tip 5: Strategic CTAs: The Exit Intent Popups

Popups are another option for conversion optimization in the checkout. Contrary to most assumptions, they work well for many companies to optimize the conversion rate. It has been shown that personalized exit intent popups can reduce the rate of shopping cart abandonment by about 30%.


Conversions Exit Intent Popups Layer


At uptain, for example, a smart exit intent software recognizes the reasons for a cart abandonment and can thus support the customer individually and turn a still undecided visitor shortly before abandonment into a customer after all.

Tip 6: Prevent Session Time-Out

There are a lot of potential buyers who fill a shopping cart, then interrupt the process to continue at a later date. Nothing is more annoying for the customer now than a empty shopping cart. The chance for a start all over again now is quite small.

The conversion rate in the checkout can be increased if you allow preferences to be saved and the shopping cart to be used for the next customer visit.



Tip 7: Selection of different payment methods

Offer your customers a good selection of payment methods that your target group prefers to use. The classics are prepayment, cash on delivery, direct debit and credit card.


increase conversion rate payment methods


Over 40% of buyers prefer to use “invoice”. This is where you as online merchant run the highest risk of payment default. Optionally, you can cooperate with third-party providers, such as Klarna, to enable the invoice payment without risk. Also the payment method PayPal should not be missing today. Optionally, Google Pay and Apple Pay are recommended.

Tip 8: Remarketing with abandoned cart emails

But what happens if a customer has already cancelled the purchase process? Perhaps you think, like most online merchants, that the customer is lost. With strategic remarketing, a shopping cart abandoner can be turned into a customer after all.

We at uptain increase the conversion rate in the checkout with personalized abandoned cart emails. The innovative email retargeting adapts individually to the abandonment reasons and recovers shopping cart abandoners.

increase conversions email remarketing


The emails are sent automatically after a defined time as soon as a customer does not complete the order process. According to statistics, around 47% of these types of emails are opened and more than 30% are converted into clicks. This can lead to an increase in turnover of up to 4 %.

The contents abandoned cart emails are personalized and provided with click-to-action buttons. They are also combined with an incentive to buy and are optimized for mobile devices, which is particularly important today, when over 50% of users access the Internet via smartphone.

Tip 9: Mobile First Design

The ordering process of your online shop should definitely be optimized for mobile devices, because the number of purchases made via mobile devices is constantly increasing.


Mobile First Checkout-Conversion Optimierung


To achieve this, the content must be adapted to the small format of the smartphone screens. Among other things, attention must be paid to larger buttons, short checkout times, fast loading times and a mobile UI element instead of drop-down menus for conversion optimization in the checkout. Solutions such as exit intent popups are also ideally optimized for mobile devices.

Tip 10: Personalized newsletter popups

With personalized newsletter popups you can turn unknown prospects into known email leads. As soon as a visitor shows interest in the products, but does not buy them, an individually slide-in appears, which addresses the user in a personalized way.


CRO newsletter subscribers popups layer


This makes it easy to turn hesitant and undecided visitors automatically, unobtrusively and GDPR compliant into email subscribers, which in turn leads to new customers.




Conversion optimization in the checkout, with targeted measures that can be implemented quickly, significantly reduces shopping cart abandonment and thus increases sales. We at uptain will be happy to advise you in detail!



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Thus myRoborcenter increases the conversion rate by 21% with the help of uptain.


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