Checkout Optimisation
Your checkout is where revenue is won or lost. Data-driven analysis, A/B testing, and targeted redesigns that reduce abandonment and increase completed purchases, without a full platform rebuild.
Reduction in checkout abandonment through friction removal (illustrative)
Average revenue uplift from structured A/B test programmes (illustrative)
Mobile checkout completion after speed and UX improvements (illustrative)
What we do
A structured approach to identifying and removing the barriers between your visitor and their purchase.
Checkout Audit & Analysis
A structured review of your existing checkout flow identifying friction points, drop-off stages, and technical issues that are costing you conversions.
A/B Testing & Experimentation
Hypothesis-driven experiments measuring the impact of layout, copy, form structure, and flow changes, with statistically valid results before any permanent change is made.
Cart Abandonment Reduction
Identification and removal of the specific friction points causing users to abandon at each stage, from basket to payment confirmation.
Mobile Checkout Optimisation
Mobile-specific checkout improvements addressing the unique friction of small screens, touch inputs, and variable network conditions.
Speed & Performance
Checkout page speed improvements, because every second of load time measurably reduces conversion at the most critical point in the user journey.
Trust & Security Signals
Placement and presentation of trust signals (security badges, social proof, guarantees, and return policies) at the moments they matter most.
What a checkout audit looks like in practice
When we audit a checkout, we follow a structured five-step process before recommending any changes. Changes without diagnosis are just guesses.
Session recording and funnel analysis
We review session recordings and funnel drop-off data to find exactly which step users are abandoning and what they were doing immediately before they left. This gives us a factual starting point rather than opinions about what might be wrong.
Heatmap and form interaction review
Heatmap and form field interaction data shows us which fields cause the most hesitation, correction, or abandonment. A single confusing field can drop your conversion by several percentage points on its own.
Technical audit
We review checkout page load times, JavaScript errors, third-party script impact, and mobile layout issues. Performance and technical errors have a direct and measurable impact on conversion that is often overlooked in favour of design changes.
Competitor and benchmark review
We assess your checkout against competitors and against established patterns in your category. This surfaces expectations your customers have already formed elsewhere that your checkout may be failing to meet.
Prioritised recommendations
We deliver a written report with findings ranked by expected impact and implementation effort. You know exactly what to fix first, what can wait, and what the rationale is behind each recommendation.
Friction points we commonly find and fix
These issues appear in the majority of checkout audits we conduct. Each one measurably reduces conversion.
Guest checkout hidden or absent
Forcing account creation before purchase is one of the most consistent causes of checkout abandonment. A large proportion of first-time buyers will leave rather than create an account. Making guest checkout the primary option, with optional account creation after purchase, routinely improves completion rates.
Unnecessary required fields
Phone number, company name, and date of birth fields marked as required when they are not needed for the transaction. Every unnecessary field adds friction and drop-off. We review every field in your checkout and remove or make optional anything that is not genuinely required.
Confusing card decline messages
Error messages that say "transaction failed" or "card not accepted" with no guidance on what the user should do next. Clear, specific error messages that explain the reason and suggest a next step (try a different card, check the billing address, contact your bank) recover a meaningful share of declined transactions.
Shipping cost revealed too late
Showing the delivery cost for the first time at the final payment step causes a last-minute shock that sends buyers back to compare alternatives. Displaying estimated shipping costs earlier in the journey, or making them more prominent in the basket, significantly reduces this type of late-stage abandonment.
Common questions about checkout optimisation
How long does a checkout audit take?
A standard checkout audit takes one to two weeks, depending on how much analytics data is available and the complexity of your checkout. We deliver a written report with ranked recommendations at the end of the process.
Do you need access to our analytics platform?
Read-only access to your analytics and, if available, session recording data is very helpful. It allows us to ground recommendations in your actual user behaviour rather than general best practice. If you do not have these set up, we can work with what is available and note the gaps as part of our findings.
Will changes require a full rebuild of the checkout?
In most cases, no. Many of the highest-impact changes are targeted modifications to copy, form logic, trust signals, and step structure rather than fundamental rebuilds. We focus on the improvements that deliver the most return with the least disruption.
How do you measure success?
We measure against checkout completion rate and revenue per checkout session, tracked before and after each change. For A/B tests, we establish the test duration needed for statistical confidence before any change is made permanent.
Do you work with Shopify, WooCommerce, and custom builds?
Yes. We work across platforms including Shopify, Shopify Plus, WooCommerce, Magento, and custom-built checkouts. Some platforms constrain what can be changed, and where that is the case we will tell you clearly what is and is not achievable without a platform change.
Stop losing revenue at checkout
We'll audit your checkout flow and give you a prioritised list of improvements, before any work begins.
Book a Free Checkout Audit →