10in20 recap: optimizing your checkout experience

In case you missed it – here’s a brief overview of 10 tactics to help you optimize your e-commerce store.

We recently hosted our second 10in20 “Optimizing your checkout experience” webinar, highlighting 10 tactics to get you started on creating a more consistent, trustworthy, convenient checkout experience for your customers.

What is 10in20? It’s a monthly series where we cover one topic in 10 questions, points, or ideas, and we do it in 20-minutes or less. Why so short? We recognize you’re busy managing your business -- juggling day-to-day operations while looking ahead to drive future growth and innovation. Because your time is precious, we’ve condensed our thought leadership webinar series from the typical hour into 20 minutes.

We appreciate those who were able to spend a small part of the day with us walking through opportunities to further optimize your e-commerce store. If you missed our live webinar, no worries – you can still tune in here.

The average enterprise level e-commerce site has 39 usability issues in their checkout flow. The combined e-commerce sales in US and Europe total $738 billion, our research shows solving these common usability issues has the potential to deliver 35.26% increase in conversion rates. That translates to $260 billion worth of lost orders, which are recoverable solely through a better checkout flow and design.1 Part of the reason we focused on checkout optimization is that improving your checkout pays dividends right away. Simple improvements can have a multiplier effect as you move through the year…small, incremental changes can add up to big results. Below is a brief recap of some areas where you can optimize at a glance.

Checkout Optimization tactics

1. Focus on the simplest option - Enable guest checkout, as one in five users prefer it.2
2. Checkout starts here - Make it easy for customer to start the checkout journey.
3. The price is right there - For web and mobile optimization, display full or estimated prices at checkout.
4. Field test your checkout - Make it easy on your shoppers by reducing the number of fields to complete or by simply pre-filling fields to reduce checkout steps.
5. Focus on your flow - Only ask for information once and make sure your workflow keeps the experience moving forward.
6. Only the essentials - When asking for information during check, keep it simple and always provide context.
7. Earn trust - approximately 1 in 5 people potentially moving on to another site because they didn’t trust your checkout experience.
8. Let consumers channel surf - shoppers tracked across multiple devices have higher purchase rates and average order values.
9. Become more than a two-party system - The research is clear, international shoppers prefer a third party payment method.
10. Keep things buttoned up - Clear the way to the cart and ensure effective payment button positioning.

As you’re thinking about ways to improve your customers checkout experience in the coming months, these tactics are the right place to start. Check out our webinar recording for more detail.


During the webinar we received a number of questions about Amazon Pay. We wanted to take the opportunity to share answers to a few of the most common questions:

Q: Is Amazon Pay good for small businesses?

Amazon Pay offers an avenue for building immediate trust with new customers, simply providing customers the option to checkout with the payment and shipping details already stored in their Amazon.com account. While the payment solution has big benefits for entrepreneurs and small businesses, larger businesses we work are also realizing the value of having Amazon Pay on their site. You can see a few of those success stories here.

Q: Where is Amazon Pay available?

Amazon Pay is available around the world including the US, the UK, and much of Europe. What’s more, millions of customers in over 170 countries have made purchases on third party sites using their Amazon account to make a transaction.

Q: Can you provide more insight on what the customer experience is like with Amazon Pay?

The customer experience with Amazon Pay is very straightforward and simple. The customer simply sees the Amazon Pay button at checkout or payment mark on the website. Once they click on it, they are given the option to login to their Amazon account. After logging in to their Amazon account they’ll immediately see their address book and payment options stored in their Amazon Account. Then they can simply move forward and pay that way. It’s not a different credit card or a new credit card, its simply the credit card information stored in their Amazon account.

Watch this 10in20 webinar and gain access to our full library of thought leadership webinars now.

12Baymard Institute Usability Study, 2018.