Checkout Optimisation Step by Step
The checkout is the final and most fragile stage of an e-commerce journey. By this point the visitor wants to buy, so every avoidable obstacle is pure lost revenue — the customer had already decided, and the process let them down.
Optimising checkout is about removing friction and reassuring the buyer, so the path from basket to confirmation feels quick, clear and safe.
A Step-by-Step Approach
- Offer guest checkout so no account is forced.
- Show all costs, including delivery, before the final step.
- Keep the form short and clearly structured.
- Display a progress indicator so people know how far is left.
- Reassure with trust and security signals at payment.
Reduce Surprises
Unexpected costs are the single biggest reason people abandon at checkout. Being upfront about delivery and any fees earlier in the journey means the total on the final screen matches what the buyer already expected.
Confirm and Reassure
Once payment succeeds, a clear confirmation with the order details and next steps closes the loop and reduces anxious follow-up enquiries. A smooth ending also encourages people to return and buy again.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.