The checkout experience can make or break a sale. A seamless, user-friendly checkout process is crucial for ensuring that shoppers complete their purchases, while a complex, confusing process can lead to abandoned carts and lost revenue. The Baymard Institute’s recent research into the current state of checkout UX reveals some key insights and common pain points in eCommerce checkout flows.
In this blog post, we’ll explore these insights, offer best practices for optimizing checkout UX, and examine how a brand like State Bags—known for its stylish, durable backpacks and accessories—addresses these challenges.
1. 50% of Sites Don’t Make Guest Checkout the Most Prominent Option
One of the most significant findings from Baymard's research is that half of all eCommerce websites fail to make guest checkout the most prominent option. This means that users who don’t want to create an account during checkout are often forced to search for the guest checkout option, leading to frustration and, in some cases, cart abandonment.
Why It’s a Problem:
Requiring users to create an account can be a huge barrier for potential buyers. Many consumers value convenience over long-term engagement, and the thought of creating yet another online account just to make a one-time purchase is off-putting. Forcing this step can make the checkout process feel unnecessarily complex and time-consuming.
Best Practice:
Always offer guest checkout as the default option or make it easy to find. When shoppers are looking to make a quick purchase, they’re often not interested in signing up for an account, especially if they don’t expect to return for future purchases. Guest checkout should be as seamless and prominent as possible, minimizing friction in the purchasing process.
State Bags Example:
State Bags does an excellent job of offering a seamless checkout process. When you shop on their site, you’re not forced into creating an account unless you choose to. They provide a simple and easy guest checkout option, allowing users to complete their purchases quickly and without unnecessary steps. Their checkout process makes sure the buyer feels in control, whether they decide to create an account or not.
2. Over 30% of Sites Have Checkout Processes that Are Too Long
Another issue discovered in the research is that more than 30% of eCommerce sites have overly lengthy checkout processes. While some steps, like entering billing information and confirming shipping details, are unavoidable, lengthy forms with unnecessary fields can slow down the process and make users feel overwhelmed.
Why It’s a Problem:
Each additional step in the checkout process is an opportunity for a customer to reconsider their purchase or abandon the cart altogether. Customers want to get in and out quickly. If they’re forced to input excessive amounts of information or navigate through unnecessary steps, it can lead to frustration, especially for mobile shoppers who may already find forms cumbersome.
Best Practice:
Streamline the checkout process by limiting the number of steps and only asking for essential information. If you can use features like auto-fill for returning customers or allow users to pay with digital wallets (like Apple Pay or Google Pay), it can drastically reduce checkout time.
State Bags Example:
State Bags’ checkout process is simple and intuitive, with clear fields and an option to quickly apply any promo codes. It keeps the user’s journey smooth by limiting distractions and allowing for faster entry of shipping and payment details. The layout is clean, with little to no friction, and this minimalism allows for an expedited checkout experience that’s ideal for busy buyers.
3. Over 20% of Sites Don’t Provide Real-Time Shipping Cost Estimates
One of the most frustrating experiences for shoppers is not knowing how much shipping will cost until the very end of the checkout process. Over 20% of eCommerce sites don’t provide real-time shipping cost estimates, which means users may only see the total shipping fees after entering their payment details, making them reconsider their decision.
Why It’s a Problem:
Unexpected shipping costs are one of the main reasons for cart abandonment. If customers are surprised by shipping charges at the final step, it creates a sense of mistrust and a negative experience. Transparency is key in building customer satisfaction.
Best Practice:
Provide real-time shipping cost estimates early in the checkout process, ideally as soon as the customer enters their shipping address. This helps customers make informed decisions and reduces the likelihood of cart abandonment due to unexpected fees.
State Bags Example:
State Bags is transparent about shipping costs from the very start. When you’re ready to check out, the site calculates and displays the shipping options and costs based on your location. Additionally, State Bags offers free standard shipping for orders over a certain amount, which helps customers feel more confident in their purchase.
4. 62% of Sites Have Inadequate Mobile Checkout Designs
The research shows that 62% of websites have inadequate mobile checkout designs, leading to a frustrating experience for mobile shoppers. With the rise of mobile commerce, this is a major issue for many eCommerce businesses.
Why It’s a Problem:
If your mobile checkout isn’t optimized, it can cause issues like small, hard-to-click buttons, forms that are difficult to fill out, and long loading times. Mobile users expect a smooth, fast, and responsive experience. Any form of frustration or delay on a mobile checkout page is an immediate turnoff.
Best Practice:
Ensure that your checkout is mobile-optimized. This means designing with touch-friendly buttons, larger form fields, and faster load times. A mobile-responsive site will automatically adjust to the size of the user’s screen and provide a smooth experience no matter the device.
State Bags Example:
State Bags has an excellent mobile-optimized site. Their checkout process is just as intuitive and easy to navigate on a smartphone as it is on a desktop. The buttons are large and easily clickable, and the form fields are well-spaced, making the mobile checkout process quick and hassle-free. Plus, the site loads quickly, which is essential for keeping mobile shoppers engaged.
5. Over 30% of Sites Don’t Have a Clear, Visible Call to Action on the Checkout Page
Baymard’s research highlights that more than 30% of eCommerce sites fail to provide clear calls to action (CTAs) on their checkout pages. The lack of a strong and easily identifiable CTA can leave users unsure of how to proceed, which can hinder the conversion rate.
Why It’s a Problem:
Without a clear CTA, users may get confused or frustrated during the checkout process, leading to abandonment. The CTA should be prominent, action-oriented, and guide users to the next step.
Best Practice:
Ensure that the checkout page has a visible, action-oriented CTA like “Proceed to Payment” or “Complete Purchase.” The button should stand out and be easy to find, guiding users smoothly from one step to the next.
State Bags Example:
State Bags excels in this area. The “Continue to Checkout” button is clear and stands out, guiding the user through the process. At every step, they know exactly what action they need to take, thanks to bold and well-positioned CTAs.
6. Over 50% of Sites Don’t Provide Clear Error Messages
Another pain point for shoppers is encountering unclear or non-existent error messages. More than 50% of eCommerce websites don’t provide clear error messages when a user inputs incorrect information during checkout.
Why It’s a Problem:
If a customer enters invalid details—such as an incorrect postal code or expired payment card—and the error message is vague or difficult to spot, it can lead to frustration. In these situations, users are more likely to abandon their carts if they don’t know exactly what went wrong or how to fix it.
Best Practice:
Provide clear, easy-to-understand error messages that pinpoint exactly where the problem is and how to resolve it. These messages should be visible, actionable, and offer solutions.
State Bags Example:
State Bags does a great job of offering clear and actionable error messages during checkout. If something goes wrong—such as a missing address field or a card issue—the site highlights the problem and clearly explains how to fix it, making the process smoother and less stressful.
The Road to a Seamless Checkout
The research conducted by Baymard Institute highlights several pain points that can disrupt the checkout experience and ultimately cost eCommerce businesses revenue. By addressing these challenges—such as providing a prominent guest checkout option, reducing unnecessary form fields, offering transparent shipping estimates, and optimizing for mobile—you can significantly improve your checkout flow and increase conversion rates.
State Bags provides a strong example of a brand that takes these best practices seriously, creating a seamless and intuitive checkout experience for its customers. By focusing on clarity, speed, and transparency, brands can build trust, reduce friction, and ultimately drive more sales.
For eCommerce sites looking to improve their checkout UX, following these key insights and implementing best practices will go a long way in improving the customer experience and boosting conversion rates. As always, if you need help, Total Commerce Partners is there for you. Talk to us about optimizing your store’s checkout experience.
