{"id":12094,"date":"2026-04-30T08:30:00","date_gmt":"2026-04-30T15:30:00","guid":{"rendered":"https:\/\/crazyeggblog.wpengine.com\/?p=12094"},"modified":"2026-04-30T14:32:05","modified_gmt":"2026-04-30T21:32:05","slug":"checkout-page-design","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/checkout-page-design\/","title":{"rendered":"Checkout Page Design: 11 Ways to Reduce Cart Abandonment Rates [+Examples]"},"content":{"rendered":"\n

The average ecommerce cart abandonment rate sat at 70.22% in 2025<\/a>. Many of the abandonders never intend to buy (about 43%). They are browsing, comparing prices, or window-shopping for gifts.<\/p>\n\n\n\n

But a well-designed checkout page can help you save those who want to buy but leave mid-flow.<\/p>\n\n\n\n

In the article, I’ll walk you through 11 ways to improve your checkout page design and reduce cart abandonment rates. Backed by primary research and illustrated with live checkout page examples. <\/p>\n\n\n\n

11 Ways to Reduce Cart Abandonment on Your Checkout Page<\/strong><\/h2>\n\n\n\n

A good checkout page design removes friction from the checkout process, reinforces customers’ desire to buy, and eliminates anything that could make them navigate away from the page.<\/p>\n\n\n\n

1. Show the total cost and delivery date up front<\/strong><\/h3>\n\n\n\n

Surprise costs and slow delivery at the final step are the two largest causes of abandonment, accounting for 39% and 21%<\/a> of drop-offs, respectively.<\/p>\n\n\n\n

Shoppers add a product expecting the tag price. When checkout adds shipping, tax, or a longer delivery wait, they leave \u2014 to compare elsewhere or because the deal no longer feels worth it.<\/p>\n\n\n\n

So display the full cost and estimated delivery time on the product page (technically not a checkout page element, but it has a direct link to abandonment).<\/p>\n\n\n\n

Wayfair, the household goods retailer, ticks all the boxes: it shows the price, shipping, and estimated delivery date next to the product details.<\/p>\n\n\n\n

\"Product<\/figure>\n\n\n\n

2. Offer guest checkout and single sign-on (SSO)<\/strong><\/h3>\n\n\n\n

Forcing customers to create an account causes 19%<\/a> of cart abandonments \u2014 and hits hardest with first-time buyers whose trust you have yet to earn.<\/p>\n\n\n\n

Another common mistake? Making guest checkout secondary to “create account” with different styling or lighter button weight, or burying it behind a small link. <\/p>\n\n\n\n

Mindful of that, Etsy offers guest checkout prominently on the first page, at the sign-in step.<\/p>\n\n\n\n

\"Etsy<\/figure>\n\n\n\n

It also offers single sign-on (SSO), so customers can log in with Google, Facebook, or Apple.<\/p>\n\n\n\n

SSO speeds up registration, increases trust, gives you accurate customer data, and can increase conversions by 20\u201350% (according to some estimates).<\/p>\n\n\n\n

Pro tip:<\/strong> If you need the customer to create an account, for example, for recurring billing, delay it until the confirmation step.  <\/strong><\/p>\n\n\n\n

3. Cut your checkout to 6-8 form fields<\/strong><\/h3>\n\n\n\n

18%<\/a> of 2025 shoppers surveyed abandoned a purchase because the checkout was too long or complicated.\u00a0<\/p>\n\n\n\n

Baymard’s 2024 research<\/a>, however, found the issue isn’t the number of steps but the effort, and more fields mean more effort.<\/p>\n\n\n\n

A B2C checkout doesn’t need more than 6-8 field forms. <\/p>\n\n\n\n

For instance, ASOS gets its checkout form down to 7 fields, credit card included! This is possible thanks to an address finder that autofills as you type.<\/p>\n\n\n\n

\"ASOS<\/figure>\n\n\n\n

How else can you cut unnecessary form fields?<\/p>\n\n\n\n