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.

Screenshot with dermalogica.com, academic year 2022

advantages

• 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.

Contrast

• 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.

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.

Screenshot van bellroy.com, september 2022

advantages

• 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.

Fraud

• 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.

Screenshot from bhphotovideo.com, studeni 2022

advantages

• 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.

Fraud

• 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.

Screenshot from floliving.com, academic year 2022

advantages

• 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.

Contrast

• 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.

Screenshot from nike.com, studeni 2022

advantages

• 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.

Contrast

• 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.

Screenshot from etsy.com, studeni 2022

advantages

• 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.

Contrast

• 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.

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.

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.

Conclusion

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

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