Optimizing a checkout page for better conversions

A checkout page is an e-commerce term that refers to the point where your customer begins to purchase your products. Think of it as the checkout counter at the grocery. When a customer reaches your checkout page or pages, they will begin the process of buying your products by entering payment information, shipping information, and so on. The checkout page is the last step in your sales funnel before a prospect becomes a customer.

Don’t make the mistake of thinking that your checkout page isn’t important. Some online sellers assume if someone arrives on a checkout page that they are ready to whip out their credit card and make the purchase. For that reason, a checkout page is often viewed as nothing more than a cash register. Nothing could be further from the truth. According to SmartInsights.com, 68% of people place items in their shopping cart but never purchase them. While they may click through to your checkout page to view the items in their cart, 68% of people never buy. But why is that?

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