Checkout funnel optimization

When your shopper drops off during checkout, all the efforts to get your shopper reaching your checkout funnel have been worthless. Don’t make mistakes that could have been avoided easily.

From a client experience perspective, checking out and making payment is part of the same process. A such, you should consider to approach this as ‘one’ and it does need your special attention.

From a clients perspective the payments process starts when the client enters your checkout, far before your client selects a payment method. 


Mindset while checking out

After your shoppers have enjoyed themselves shopping on your site, their mindset changes dramatically as soon as they have entered the checkout phase. Make every effort to make it as fast and easy as possible. Any additional step can be one too many.


Reduce friction

The risk of drop-offs increases with every additional step your shopper has to go through during checkout. Interest and attention levels drops significantly while trying to checkout and make payment. There is work to do to reduce friction.

Best practice optimizations (usability principles)

The good news is that you don’t have to reinvent the wheel yourself to have an optimized checkout funnel. EcomStream conducts (data driven) best practice optimizations by assessing the usability of your checkout, and delivering clear reporting for improvements. 

The suggested improvements from the usability report will be straight from analyses, surveys and reports as issued by Baymard Institute and Nielsen Norman Group, but specified to your situation, proposition and business case.


Optimizing your (PSP) payments solution should be an integral part of your checkout optimization exercise. You can read all about it here.

Optional technical implementation

When you require assistance implementing checkout optimizations and when your shop is built in any of the platforms shown below, then there is help underway. As a service option, EcomStream can implement the checkout funnel optimizations from the usability report for you.


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