Visual Website Optimizer utilized data from over 150 use case studies to come up with this infographic that pinpoints the key elements to a successful checkout page. The point of the infographic isn't to provide a checklist for completion; it's to provide a checklist for testing and optimization.
68% of all e-commerce visitors abandon their shopping chart with 63% of that $4 trillion recoverable
The infographic walks through four elements to designing a checkout page that increases conversions:
- Checkout Page Functionality – account creation, prefilling forms, payment options, shipping options, confirmation, and printability.
- Checkout Page Usability – form validation, clear instructions, progress bars, summaries, avoid distractions and provide a logical layout.
- Checkout Page Security – third-party security validation cues, payment security validation, SSL, and Extended Validation certificates, and contact information.
- Checkout Page Design – color scheme, image sizes, simplicity, clear calls-to-action, related products, recommended products, and product options.
Over the years, I do believe that if you check some of the most popular e-commerce sites, that you'll find some popular layouts and elements that have been tested and provide superior checkout experiences. VWO does recommend testing for every site, though, as each site provides its own distinct experience.