6 examples of payment pages and how to optimize them (2023)

Cart abandonment is still a major problem for ecommerce store owners.

According to the Baymard Institute, the average online shopping cart abandonment rate is69,99%, which means that 7 out of 10 customers do not complete the purchase.

That's an alarming statistic, but it's even more alarming when you realize that mobile churn is even higher, in85,65%.

Not everyone who visits your store will buy something, but you can reduce cart abandonment by making your checkout process as seamless as possible (although the ecommerce platform you're using can affect checkout).

We've rounded up these six payment page examples and highlighted their pros and cons.

Next, we'll discuss how you can improve your customers' checkout experience and ultimately increase your salesConversion rate.

Payment page examples and how to improve them

1. Dermalogic

Dermalogica is a professional skincare brand powered byplatformi Shopify. The brand is intended for skin therapists and consumers.

Dermalogica does many things to ensure a smooth checkout process.

For example, it has an accelerated checkout option, which is great if you're in a hurry or don't want to spend time filling out form fields during the normal checkout process.

6 examples of payment pages and how to optimize them (1)Screenshot with dermalogica.com, academic year 2022


  • quick check: Speed ​​up the checkout process and let customers pay faster.
  • progress bar: Customers can see exactly how far they are from completing their purchase and how many steps they still have to complete their purchase.
  • Various payment options: Customers can choose from popular payment methods supported in their region, including credit cards.


  • No trust badges or security seals: Customers want to make sure their personal information is safe at all times, so the lack of security labels may bother some customers.
  • There are too many form fields:17%of online shoppers in the US abandoned their shopping cart because the checkout process was too long or complicated. That said, it might be a good idea to reduce the number of required form fields on checkout pages.

2. Belroy

Checkout pages that improve the customer experience are simple and straightforward, and Bellroy is one such example.

(Video) 9 Product Page Optimization Examples to Improve and Double E-Commerce Conversion Rates (2022)

It adopts a one-page checkout style structured in steps that guide the user. It reveals all relevant information upfront so there are no surprises at the end.

6 examples of payment pages and how to optimize them (2)Screenshot van bellroy.com, september 2022


  • Formularyvalidation in foutraportage: This feature allows users to fill each field correctly and avoid submitting the form with incorrect information.
  • pay as a guest: New customers do not need to create an account to complete their purchase. As a result, your payment experience will be smooth and hassle-free.
  • site payment: It is efficient as users don't have to jump from one page to another to complete the entire purchasing process. This benefit encourages more purchases.


  • No exit intent popup: Exit intent popups help you convert visitors into customers by reminding them of the products left in their shopping cart when they are about to leave your site.

3. B&H Photo Video Pro Audio

B&H Photo Video Pro Audio, keep workingplatform a Drupal CMS, does a lot of things right on the checkout page. It has a clean user interface with minimal distractions.

A pop-up appears after customers add an item to their cart with details and recommended accessories.

Customers can also easily edit and remove items from their cart without leaving the checkout page.

6 examples of payment pages and how to optimize them (3)Screenshot from bhphotovideo.com, studeni 2022


  • Clean user interface with minimal distractions: It is a simple design that keeps the focus on the details of the product and the shopping cart.
  • quick check- Reduces friction in the checkout process and also improves the overall user experience for mobile users.
  • pay as a guest: It is practical and allows new users to skip registration to purchase.
  • Secure payment text in the header of the page: This guarantees customers that their information is safe during payment transactions.
  • progress bar: This feature allows customers to see how much is left before they complete their order so they know how long they have to wait before they can pay successfully.
  • Easy access to resources: Customers can find links to purchase and return policies. They can also quickly live chat with customer service and sales support representatives if they need help during the checkout process.


  • Too many form elements: On mobile devices, forms get a bit overwhelming as there are too many fields to fill out, making the transaction process slower and more cumbersome for mobile users.

4.FLO life

To keep it simple, FLO Living, a health brand that sells natural nutritional supplements for women, does a great job with its one-page checkout layout based onplatform WooCommerce.

Drop-down menus and auto-complete boxes simplify the checkout process for customers, while maintaining brand color on the site's checkout page.

6 examples of payment pages and how to optimize them (4)Screenshot from floliving.com, academic year 2022


  • Simple design without sacrificing the branding element: A clean and minimalist design makes the product shine and keeps the focus on the product instead of the design itself.
  • autofill boxes: Users can enter their address and other information faster by entering their saved address information.
  • pay as a guest: Ensures that customers do not have to leave their details if they want to, especially if they are unique customers.
(Video) 5 Crucial Things Every Landing Page Should Have (With Examples)


  • Limited payment options: FLO only accepts credit and debit cards, which may discourage users from using alternative payment methods.
  • dug: The long form may discourage some users who want to complete the purchase as quickly as possible.
  • No security markings: There are no visual indicators of security badges or website certificates to reassure users that their personal information is safe.

5. Nike

It's no surprise that Nike has created its own checkout page.

Again, the brand uses the Shopify platform for this. And the accordion-style checkout page guides users through the checkout without distractions.

There are no hidden charges to discourage customers from checking out, and the order summary is easily accessible during checkout.

6 examples of payment pages and how to optimize them (5)Screenshot from nike.com, studeni 2022


  • Payment method on one page: No need to change pages to complete orders.
  • No hidden costs: The price displayed on the product page is what customers pay at checkout, helping to avoid customer confusion and dissatisfaction due to unexpected charges at checkout.
  • pay as a guest: Even new buyers don't have to register an account to pay for their orders, which speeds up the process and increases conversions.
  • delivery options- Customers can select their preferred shipping option during checkout based on their location and time constraints, enhancing the shopping experience.
  • live chat-knop: Live chat support is available at all times and provides quick answers to questions from potential customers.
  • No long form fields: The form fields are limited to the information needed to complete the order, allowing users to complete payment in just a few minutes.


  • no trust badges: There are no logos or certifications of third-party services to increase users' confidence in the security of their personal and payment information. You could argue that brand status is enough, but trust badges are one of the best practices for checkout pages.
  • No exit intent popup: There is no exit intent popup on the checkout page to convince customers to complete the purchase and avoid cart abandonment.

6. Etsy

Platform Etsycheck many boxes.

The checkout page area is clean, with easy navigation and a progress bar that visually shows how far along the order is in the process.

The form elements are not too long and it also offers a guest checkout.

6 examples of payment pages and how to optimize them (6)Screenshot from etsy.com, studeni 2022


  • progress bar: Customers can see how far they are in the checkout process using the progress bar at the top of the checkout page.
  • No hidden costs: Customers know exactly what they will pay during the checkout process, so there are no surprises at checkout.
  • Formularyvalidation in foutraportage: As users fill out form elements, validation checks ensure they enter the correct information before proceeding with their order.
  • pay as a guest: Users are not required to register an account to complete a purchase, which speeds up the checkout process and increases conversions.


  • No exit intent popup: There is no exit intent popup on the checkout page to convince customers to complete the purchase quickly and avoid shopping cart abandonment.
  • No security markings: No third-party service logos or certifications to increase users' confidence in their secure personal and payment information.
  • there is no fast checkout: Unlike some of the other websites here, there is no express checkout option to speed up the process (this may be a limitation caused by the inherent differences betweenPlatform Shopify an Etsy). For example,shopify storesyou can add Shop Pay as an express checkout option, with payment information for all Shopify stores.

A quick checklist for your eCommerce checkout page

Ecommerce websites have different needs, but there are certain elements of an ideal checkout page that every store should consider:

Allow guests to check out

Many companies make the mistake of asking customers to create an account before purchasing a product.

But many customers plan to buy a product only once, so there's no point in leaving their details if they might not get it back.

(Video) Call to Action buttons: 6 easy tricks. Website conversion rate optimization examples

This hassle prevents customers from fully completing a purchase, especially if they need to verify their email, for example.

The guest checkout option allows those customers to shop without creating an account, which is a much better option for both of us.

Add trust seals

With the rise of cybercrime, customers prefer to shop at stores they can trust.

A trust seal or related trust signals on the checkout page can increase your store's credibility and encourage customers to complete the checkout process.

We do not recommend displaying stamps on every page as customers will perceive this as spam.

But you should display at least one on the checkout page to show customers you're serious about security.

Avoid unexpected expenses

When creating your checkout process, make sure your order summary is complete so customers have a good understanding of what they're buying.

Then don't add extra costs at checkout that can increase cart abandonment.

Provide good customer service

Regardless of the industry, customers prefer to buy online from brands they canprovide excellent customer service.

You can increase your chances of building customer loyalty by displaying support options at the front of your checkout page. For example, you can directly integrate live chat software or include a live chat button that leads to customer support.

These simple improvements go a long way in meeting user needs and increasing conversion rates.

(Video) Website Landing Page Optimization | Exploration of Great Examples

Add a progress bar

A progress bar on the checkout page can motivate customers to complete their purchase quickly, ultimately leading to higher conversions.

Provide multiple payment options

Customers prefer to make purchases with the payment method of their choice.

So make sure you have a payment gateway that can accept credit card payments, among other things.

Increase page speed

Do itcustomers can easily make a purchaseyour ecommerce.

A page that loads slowly or not at all can cause customers to abandon the checkout process.

But there are ways you can make your website more search engine friendly and load faster.

For example, you can use image compression tools and combine CSS and JS files to improve the load times of your website pages.


It only makes sense to make the checkout process as simple as possible and make sure your customers leave happy, with your products in their cart.

Don't let these checkout examples be your only source of inspiration when it comes to optimizing your checkout page.

Follow the tips in this article to design an efficient and secure shopping cart or checkout page for your online store.

More resources:

  • 5 great landing page examples to inspire you
  • 14 great examples of SEO-friendly Shopify stores to inspire you
  • Ecommerce Marketing: The Definitive Guide
(Video) Optimization: Examples 5 and 6

Istaknute slike: tmn art/Shutterstock

Categories Software-CMS electronic business


How do I optimize my checkout page? ›

8 checkout process optimization tips for ecommerce stores
  1. Showcase the final price. ...
  2. Allow guest checkout. ...
  3. Provide multiple payment options. ...
  4. Offer live chat support. ...
  5. Use security badges. ...
  6. Create FOMO and urgency. ...
  7. Offer 1-click checkout. ...
  8. Upsell and cross-sell.
Aug 16, 2022

What is the checkout page? ›

By definition, a checkout page is the page(s) related to payment and shipping/billing details on an ecommerce store. The checkout page gives customers the opportunity to enter payment details and complete their order.

How do I create a checkout section on my website? ›

How do I create a checkout page?
  1. Make sure that your checkout page is secure. You can add security by using an SSL certificate.
  2. Decide how you want to process payments. ...
  3. Display trust badges and guarantees to ease any concerns your customers may have at this point.
  4. Include a thank you message.

What is checkout in ecommerce? ›

The checkout process is the series of steps a customer follows to purchase the items in their shopping cart on an ecommerce store. This includes every step that a customer goes through to proceed through to checkout. An ideal checkout flow will have a smooth, frictionless user experience.

What does it mean to optimize a page? ›

Website optimization is the process of using tools, advanced strategies, and experiments to improve the performance of your website, further drive more traffic, increase conversions, and grow revenue.

What is optimized checkout page? ›

Checkout process optimization is the strategy a retailer uses to improve their online store's conversion rate. The goal is to minimize distractions and reinforce trust throughout the checkout flow, driving every shopper toward a purchase confirmation email (and away from an abandoned cart).

What is the difference between cart page and checkout page? ›

The most important takeaway here is that shopping carts are better suited for robust, product-based e-commerce shopping experiences, while checkout pages are better suited for minimal, solution or service-based e-commerce purchases.

How do you simplify the checkout process in ecommerce? ›

#1 Keep it Simple
  1. 1.1 Try a Single Page Checkout. While there are pros and cons of having a single page vs. ...
  2. 1.2 Enable Smart Form Filling. Form filling is an exercise that can't be avoided in the checkout process, so why not make it as easy as possible? ...
  3. 1.3 Allow Guest Checkout.
Nov 7, 2022

How do I create a payment form? ›

Designing the Perfect Payment Form in 9 Steps
  1. Step 1: Keep Them on Your Site. ...
  2. Step 2: Offer Multiple Payment Methods. ...
  3. Step 3: Don't Require an Account. ...
  4. Step 4: Assure Customers Their Data Is Safe. ...
  5. Step 5: Ask Simple, Logical Questions. ...
  6. Step 6: Remove Unnecessary Fields. ...
  7. Step 7: Identify Customers' Errors.

How can I improve my ecommerce checkout? ›

7 ways to improve your ecommerce checkout pages
  1. Remove distractions from your checkout page.
  2. Use a progress indicator bar if you have a multi-step checkout process.
  3. Make sure the design is modern and clean.
  4. Offer a guest checkout as the default option.
  5. Include cross-selling and upselling.
  6. Offer more payment methods.
Jan 10, 2023

What is the difference between checkout and payment? ›

The easiest way to think of it is that Payment is what to use when a patient makes a payment on their account, and Checkout is more for paying when the patient is checking out of an appointment.

What is checkout payment method? ›

Checkout is the point in the shopping process where consumers finalize their purchases and pay a business for certain products or services. As the world market for ecommerce continues to grow, this term has become increasingly associated with digital payments, typically made via a dedicated, secure webpage.

What is an example of page optimization? ›

What is an example of on-page SEO? Examples of on-page SEO include headings and subheadings, internal linking, and images and alt-text. These are all elements on the page that, when optimized, can help your website content rank higher on search engines—and drive more traffic.

What are the steps you perform for optimization? ›

5 Steps for Process Optimisation
  1. Identify/map it out. ‍To know what you have to improve, you first must identify the places for improvement. ...
  2. Rethink. ‍Business process optimisation can be achieved through the usage of existing resources. ...
  3. Analyse. Plan the “to be” process. ...
  4. Automate. ...
  5. Monitor.
Apr 2, 2020

How do I optimize pages for faster loading? ›

On your Android phone or tablet, open the Google app . Go to google.com/preferences. Under “Optimize pages for faster loading,” choose when to load pages with Web Light. Scroll and tap Save.

Which items are needed to checkout? ›

6 Essential items for your retail store's checkout
  • A cash register. ...
  • A cash drawer. ...
  • A receipt printer. ...
  • A card machine for retail payments. ...
  • A customer-facing display. ...
  • A barcode reader and printer.
Aug 2, 2021

What is the benefit of one page checkout? ›

It makes it much easier for customers to quickly fill out their information and purchase their products.
  • Increased Conversions. Simplifying the checkout process is bound to increase conversions by at least a little bit, right? ...
  • Faster Checkout. ...
  • Better Site Performance. ...
  • Increased Customer Satisfaction.
Oct 1, 2019

What is difference between checkin and checkout? ›

The first part of the process, checkout, expresses your intent to create a new version at the current end of a particular branch. The second part, checkin, completes the process by creating the new version.

Why optimize product pages? ›

By optimizing your product pages specifically, you have a greater chance of driving conversions on your website. While it's important to develop traffic to the home page, ecommerce business owners must optimize product pages for higher search results.

What is well optimized content? ›

Content optimization is the process of making sure content is written in a way that it can reach the largest possible target audience. The process of optimizing content should include making sure associated keywords are present, adding meta and title tags, and relevant links.

What does a fully optimized website mean? ›

Website optimization is the process of improving your website's performance across various areas, such as web traffic, conversion rates, and usability.

What is the difference between multi-page and one page checkout? ›

One-page checkout represents a single web page full of forms your client should fill in order to complete the purchase. A multi-page structure is a step by step process of filling out those forms on separate pages grouped by a certain benchmark.

What is the difference between single page and multi step checkout? ›

When it comes to checkout, speed is extremely important. A multi-page checkout takes about 1:40 minutes to complete a purchase. That's a lot of time for someone to leave your store without completing their purchase. However, if you bring all the steps onto a single page, the checkout time reduces to just 53 seconds.

What's your best eCommerce checkout optimization tip? ›

Take a look at these five checkout optimizations that every ecommerce site should follow to increase conversions and make the most of your traffic.
  1. Simplify The Checkout Process. ...
  2. Offer Guest Checkout. ...
  3. Provide Multiple Payment Options. ...
  4. Optimize For Mobile. ...
  5. Offer Free Shipping or Discounts.
Apr 7, 2023

What is the first step of the 7 step process for e commerce? ›

1. Do market research and come up with a plan. Market research is the first important step in establishing an e-commerce business.

What is quicker checkout process known as? ›

An express checkout is an ultra-fast checkout form, usually designed for returning customers, that reduces form fields in order to ensure a quicker checkout process. Shipping, billing, and payment information is submitted in a contained area of the site, making it simple and efficient for the customer.

Which is the best payment method? ›

Bank Transfer

One of the most secure payment methods is Bank Transfers when it comes to online shopping. Since it may cause online shoppers to fall into swindlers' hands, people tend to be hesitant while making payments on eCommerce stores; some even don't want to enter their credit/debit card credentials.

How do I make a payment system from scratch? ›

The specific steps to create a payment gateway will depend on your business needs, but most businesses will use a process like the following.
  1. Create your payment gateway infrastructure. ...
  2. Choose a payment processor. ...
  3. Create a customer relationship management (CRM) system. ...
  4. Implement security features.

What is a template for payments? ›

A payment template is a defined set of instructions that you can use for repeated payments or collections. Templates make it easy to set up and use repetitive payments, including: Payments to vendors and suppliers. Collections from customers. Payroll payments.

How do you increase repeat customers in ecommerce? ›

How to increase repeat customers
  1. Reward repeat customers.
  2. Focus on customer service.
  3. Offer incentives to repeat customers.
  4. Act on customer feedback.
  5. Use email to stay top of mind.
  6. Review customer data.
  7. Build customer experiences.
Aug 23, 2022

How do I create a successful ecommerce? ›

  1. Find product opportunities and choose what to sell. Finding a product to sell. ...
  2. Thoroughly research your competition and write a business plan. Research your competition. ...
  3. Choose a logo and name and set up your online store. ...
  4. Choose your shipping strategy and set sales and marketing goals. ...
  5. Launch your business.
Nov 21, 2022

What makes an effective e commerce? ›

Target a Niche Audience

The goal is to make your product unique and market it to a relevant audience that is more likely to make a purchase. This strategy can increase customer loyalty and win repeat customers for your small business. Therein lies the secret to your ecommerce business success.

What is smart checkout in payment? ›

Smart Checkout is a hosted payment page which gets smarter over time. It is fast to integrate, offers increased conversion, and is continually self-updated. Overview. Features. User experience.

What is the difference between payment gateway and checkout? ›

The payment gateway notifies the customer whether the transaction has been approved. If the transaction is approved, the customer continues with the checkout process to finalize the transaction.

What is swipe payment? ›

A Swipe Transaction is when your customer inserts their card into a card reader or credit card machine when making a payment for a product or service. The process can also occur with a mobile payment, also called a digital wallet.

What is a secure checkout? ›

What is a Secure Checkout? Сheckout is a process for the payment of a specific product or service on eCommerce website. Securing the checkout process means allowing transactions without exposing financial data to hackers.

How do I optimize my Shopify checkout page? ›

Shopify Checkout Optimization Tips
  1. Customization for a User-Friendly Look. You don't want your checkout page to look overwhelming. ...
  2. Placing a Clear CTA. ...
  3. Guest Checkout Option. ...
  4. Make Use of FOMO. ...
  5. Asking for Card Information. ...
  6. Leave the Shopping Cart Open. ...
  7. Build Trust. ...
  8. Use the Power of Exit-Intent Popups.

How do I optimize my WooCommerce checkout page? ›

16 WooCommerce Checkout Optimization Ideas to Boost Your Conversions
  1. 1) Hide Unnecessary Fields.
  2. 2) Use 'Shipping Address' as 'Billing Address' by Default.
  3. 3) Make the Coupon(s) Less Prominent.
  4. 4) Use Inline Error Validation.
  5. 5) Remove Labels from Form Fields.
  6. 6) Remove Any Page Distractions.

How do I simplify Shopify checkout page? ›

  1. 5 Ways You Can Optimize Your Shopify Checkout Page To Increase Conversions. ...
  2. Upload your logo to your checkout page and update the colors. ...
  3. Add a Countdown Timer to your checkout page to increase urgency. ...
  4. Adding Card Badges to your checkout page. ...
  5. Making the Progress Bar more visible. ...
  6. Adding a “why choose us” section.

How do I optimize my online shopping? ›

8 Steps for optimizing your online store's homepage
  1. Employ an SEO homepage strategy. ...
  2. Include primary calls-to-actions. ...
  3. Think about the mobile experience. ...
  4. Provide contact information. ...
  5. Offer a personalized experience. ...
  6. Feature your best products. ...
  7. Demonstrate site security. ...
  8. Highlight sales.
Jun 9, 2023

How do you provide great checkout experience to customers? ›

Keep reading to see 5 tips that can help further enhance your customers' experience at your business!
  1. Implement secure and fast transaction processing. ...
  2. Offer a variety of payment options. ...
  3. Loyalty programs. ...
  4. Have an efficient checkout process. ...
  5. Select the right payment partner.

What are 3 key success factors for creating an effective e commerce website? ›

Six factors in ecommerce success:
  • Regulation of product pricing. It's natural for customers to compare prices between brands. ...
  • Maintaining high quality products. ...
  • Improving store accessibility. ...
  • Making a wonderful first impression. ...
  • Securing your shipments. ...
  • Taking advantage of m-commerce.
May 22, 2023

What is the biggest challenge with editing Shopify checkout? ›

One common question Shopify merchants have is, why you can't make more changes to the checkout pages? There are a few good reasons for this: Regulatory, security and compliance issues restrict how checkout pages can look and function as well as what can be included.

How do I optimize CSS in Shopify? ›

Steps in Minifying Shopify CSS file
  1. The ebay-styles. ...
  2. Look for the place where the file is loaded. ...
  3. With the same example, change 'ebay-styles. ...
  4. Shopify, like magic compresses file on their server before you serve it up.
  5. The CSS file gets served up now as a lesser file, saving the page weight.
Mar 29, 2022

How do I get most popular products in WooCommerce? ›

To find the best selling products in WooCommerce, you can go to the Users Insights -> Reports page in your WordPress dashboard and then click on the “WooCommerce” tab. From there, you can see a large number of charts and analytics about your WooCommerce shop performance.

What is the best plugin to speed up WooCommerce? ›

With NitroPack's Cache Cart feature, WooCommerce websites can improve their loading speed and create a more pleasant experience for shoppers. Best For: Nitro Pack is best for those looking for a powerful all-in-one speed optimization plugin that includes a CDN and advanced options for WooCommerce sites.

How do I filter orders by payment method in WooCommerce? ›

Add the php file directly or in a folder in the /wp-content/plugins/ directory and then activate the plugin from the WordPress dashboard. Now you will see a column that allows you to choose a payment gateway and then filter the orders to show only those that have been paid via the gateway.

Why is fast checkout process important? ›

People don't want to spend any extra time just making the purchase, so it is very important to have a fast checkout process. A way to speed up the checkout is to offer payment methods that prefill the customer's shipping information and invoicing details so that they don't have to fill in their data manually.

What is one-click checkout? ›

One-click checkout is a function that allows customers to purchase items in their shopping cart with a single click. This streamlines the checkout experience by not requiring customers to manually input details—such as their name, email, payment information, and shipping address—before completing the checkout process.


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