Checkout optimization checklist: 30 checks before you blame the traffic

Use this checklist in the Wonder phase: it finds questions, not answers. It’s built around the reasons shoppers give most often for abandoning a checkout, such as extra costs, slow delivery, forced accounts and long or confusing forms (Baymard Institute).

How to use it

1. Open your checkout on a phone, in a private window, as a new customer.
2. Add a typical product and go all the way to the payment step.
3. Tick what’s true. For each unticked item, note what you saw and where.
4. Check your funnel: which step loses the most people? Start with the unticked items on that step.
5. Turn the strongest findings into hypotheses and score them with PXL.

Notes

• Not everything needs a test. Missing labels, broken autofill or error messages that wipe the form are bugs. Fix them.
• Your customers may differ. Survey data comes from broad shopper panels. Check your own exit survey answers before deciding what matters most.
• For the full method, read checkout optimization.

The checklist

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