Stop Losing Customers at Checkout—How to Fix Friction & Close More Sales

Every click counts. Your customers are just one step away from making a purchase, but something’s holding them back. Is it a clunky form? Hidden costs? A lack of trust? Checkout friction is the silent killer of ecommerce conversions, and the last thing you want is to lose a sale when your customer is ready to hit “Buy Now.”?

But here’s the good news: with the right tweaks, you can turn abandoned carts into completed purchases and skyrocket your conversion rates. If you're an ecommerce brand losing customers at the finish line, these 5 strategies will help you identify and eliminate the friction points in your checkout process.

5 Simple Strategies to Streamline Your Checkout Process

The average cart abandonment rate across industries is at a dismal 70% and has been for over a decade. We can do better. Let's look at 5 simple ways to get those carts to the finish line.

1. Skip the Account Requirement

Let’s be honest, no one loves creating accounts when they’re just trying to buy something. Offer a guest checkout option! Let your customers move straight to payment, and you can always invite them to sign up after they’ve completed their purchase. Easy win.?

2. Trim Down the Forms

Why ask for 10 pieces of information when 5 will do? According to the Baymard Institute, a whopping 22% of shoppers will abandon a cart if the process is too long or complicated.

Cut the clutter in your checkout forms—stick to the essentials and make use of autofill. The faster a customer can check out, the less chance they’ll get frustrated and abandon their cart.

3. Let Them Pay Their Way

Not everyone wants to pull out a credit card.

In fact, over half (53%) of US shoppers use digital wallets more often than traditional payment methods. And nearly 1 in 5 US consumers used Buy Now, Pay Later (BNPL) in 2023.?

Convenience is the name of the game.

Make sure you offer multiple payment options—PayPal, digital wallets like Apple Pay, and buy-now-pay-later solutions like Klarna or Affirm. More choices = more completed checkouts.

4. Mobile Checkout Is a Must

Listen... if your checkout process doesn’t look great on a mobile device, you’re losing sales. Simplify forms, add big buttons, and minimize the need to type. The smoother the mobile experience, the better your conversion rate.?

5. Be Upfront About Costs

There’s nothing worse than getting hit with surprise fees at the last second. Avoid shocking your customers with unexpected shipping or tax costs. Display them early in the checkout flow so shoppers know exactly what to expect before they hit "Buy."?

Reducing friction in your checkout process can have a massive impact on your bottom line. These 5 strategies are quick to implement and will help you turn those abandoned carts into completed sales.

Ready to Eliminate Checkout Friction and Boost Sales?

Reducing checkout friction isn’t just about making the process faster—it’s about creating a seamless experience that builds trust and keeps customers coming back. By applying these 5 strategies, you can cut down on abandoned carts and maximize the potential of every visitor to your site.

Looking to dive deeper? Check out our guide,?15 Conversion Optimization Techniques For Selling More Online,?for even more actionable tips to boost your sales.

?At Miva, we’re all about empowering mid-market ecommerce brands with the tools and insights to optimize every step of the customer journey—from product discovery to checkout. Want to learn how we can help you create a frictionless checkout experience? Reach out, and let’s get started.

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