How to design Cart and Checkout pages that convert

I have a special Tuesday edition of The Commerce Lab for you today.

What I’m about to share with you is the framework we use to decrease Cart and Checkout abandonment rates for 8 and 9-figure brands.

While also increasing AOV.

And, tomorrow I’ll be going LIVE with our Head of Optimization to show you exactly how to design and build Cart and Checkouts to increase conversions.

But first, I want to share with you the 2 keys to a high converting checkout process.

At Blue Stout, we’ve spent the last 10 years running thousands of A/B tests.

When it comes to optimizing your cart and checkout, these are the 2 strategies to follow:

1) Remove Excess Friction

Customer friction comes in many forms.

It can be forcing a customer to make an extra click, or asking them to select an extra option.

But most often, friction comes into the form of unanswered questions.

You’ve likely been in this exact situation. You are shopping and find a pair of shoes online that you want to take on vacation. But, when you go to purchase, there is no exact delivery timeline.

How are you supposed to know if they will arrive before you leave town?

This unanswered question is FRICTION. And it causes you to abandon the purchase.

Removing excess friction requires you to deeply understand your customer’s needs and anticipate all the questions they will ask BEFORE making a purchase.

Tomorrow, I’ll outline our framework for identifying these questions.

2) Calm the “Perceived” Risk of Purchase

You know your product is awesome.

But, your NEW customer does not. They don’t know you from Adam.

So while there is no real risk to the customer when buying your product.

Your customer doesn’t know that.

And their sense of “perceived risk” must be calmed.

If a customer has made the effort to find the right product and add it to their cart, they are a HOT buyer that you want to keep in the funnel and quickly move to checkout and purchase.

Likely the #1 thing stopping them, is a little voice in their head talking them out of making a purchase from a new brand.

Tomorrow, I’ll share with you the most effective ways to reduce your customer’s “perceived” risk of making a first purchase with you.

And a few special tricks and tools we use to bring buyers back who have already abandoned.

Finally, I’ll wrap it up by analyzing a few top DTC brand sites to show you exactly how you can apply our tactics to your own Cart and Checkout.

Sign Up Below

📅 EVENT TOMORROW

LIVE TRAINING: The Cart & Checkout Conversion Formula

Your Cart and Checkout pages are the last step before converting a visitor into a buyer.

Yet, over 70% of customers will abandon their purchase on Cart & Checkout pages.

We will help you fix that.

Join us tomorrow Wednesday, February 26 at 11am PT (2pm ET) for a FREE training.

This one’s exclusive to you, our Commerce Lab reader.

Get ready to learn:

• How to reduce your Abandoned Cart Rate

• The Cart and Checkout features that increase conversions (and the ones that DON’T)

• A live teardown of best-in-class Cart and Checkout pages

• Live Q&A to answer all your Cart and Checkout questions

Then, ask all your questions LIVE with Blue Stout experts.

Can’t make it? No worries. We'll share the recording with all who sign up.

That's all for today.

Until next time.

— Allen