For Shopify merchants, the pursuit of elevating the conversion rate during the checkout process proves to be a formidable challenge. The checkout page, acting as the pivotal moment wherein a visitor transforms into a confirmed buyer, demands careful consideration. It's acknowledged that the default checkout page provided by Shopify may not be universally suitable for all stores. Recognizing this, merchants are encouraged to customize Shopify checkout to their specific needs and optimize it for enhanced sales performance.
The inherent risks associated with indiscriminate alterations to elements such as order confirmation and payment processing underscore the importance of a nuanced understanding and a well-thought-out customization strategy. It becomes imperative for merchants to tread carefully, given the critical role the checkout page plays in the overall customer journey.
This article seeks to delve into the tips to customize Shopify checkout page, drawing attention to the distinctive considerations for Shopify Plus merchants versus their non-Plus counterparts. Central to our discourse is the recognition that a one-size-fits-all approach is insufficient, and merchants should capitalize on the flexibility provided by Shopify to create a tailored checkout experience. In essence, customization becomes not just an option but a strategic imperative for merchants aiming to optimize their online stores for superior sales performance. To guide this customization journey, we present our readers with a comprehensive set of 15 pivotal tips, designed to empower them in effectively customizing the Shopify checkout page. The overarching goal is to equip merchants with the knowledge and insights needed to navigate the customization landscape adeptly, ultimately resulting in a checkout page that maximizes sales potential and aligns seamlessly with their unique business requirements.
1. How Do Plus and Non-Plus Merchants Differently Customize Shopify Checkout?
Shopify Plus merchants now can fully customize their checkout page, comprising Information, Shipping, and Payment pages (or sections in a one-page checkout layout) through Checkout Extensibility. This method provides a simpler approach to customize Shopify checkout that is app-based, upgrade-safe, and geared towards higher conversion rates. Merchants can use prebuilt checkout customizer apps from Shopify partners or create their custom apps for more tailored adjustments.
In fact, Shopify merchants have another option to customize the checkout page with Checkout. liquid. However, we do not recommend this way since Checkout.liquid is set to be deprecated soon in 2024. Any customizations made using Checkout.liquid for checkout pages will cease to function after August 13, 2024. If merchants use checkout.liquid to customize their checkout, they will have to migrate to Checkout Extensibility before the mentioned date to prevent unwanted issues.
For post-checkout pages, encompassing the Thank You and Order Status Page, Shopify Plus merchants can continue customization using checkout.liquid. However, it's worth noting that support for customization on these pages through checkout extensibility will be introduced in the future.
(Checkout.liquid is deprecated as noticed by Shopify)
For non-Plus merchants, customization options for the checkout page are more limited. You can customize payment and delivery methods, along with basic elements such as your logo, form length, page colors, and text.
2. 15 Tips To Customize Shopify Checkout
1. Streamline Information
It's crucial to minimize unnecessary details on your checkout page. Whether you're aiming for a sleek, minimal design to expedite order completion or seeking room for additional features like cross-selling and upselling, cutting down on extraneous information is key.
For example, certain stores retain default fields such as the second address or company address in their information section. If these details are redundant, especially when a primary shipping address is already mandatory, consider removing the fields requesting these addresses. This adjustment enhances the simplicity and cleanliness of your checkout page.
(Reduce fields in checkout if they are unnecessary)
2. Transparent Pricing Breakdown
Understanding consumer psychology is pivotal, especially when studies reveal that 55% of shoppers abandon their carts due to unclear extra fees. Considering variations in store policies and regional regulations, additional charges like VAT, taxes, or extra shipping fees may apply. Though these extra costs might not be substantial, providing a transparent breakdown ensures customers are less likely to abandon their carts, fostering a sense of clarity and trust.
3. Ensure Checkout Support
Enabling live chat ensures that customers facing any issues during the checkout process can promptly receive help, eliminating concerns that might impede their purchase. While some stores opt for a FAQ section in the checkout, this approach is less common due to the potential increase in displayed information on the checkout page.
(Source: Taylor Stitch enables support chat at checkout page)
4. Customize Payment Methods
Merchants can customize Shopify checkout to display or hide specific options or rearrange the payment methods order. Strategic adjustments to payment methods can significantly enhance the conversion rate on the checkout page. For instance, hiding the Cash on Delivery (COD) option for orders with large and heavy items might be prudent. This minimizes the risk of unwanted shipping charges in case of order rejection, ensuring a more cost-effective transaction process for your store.
5. Offer Multiple Payment And Shipping Methods
Research indicates that a lack of diverse payment options is a significant contributor to cart abandonment during the checkout process. While there is no specific data on shipping methods causing cart abandonment yet, merchants still should offer customers flexible shipping choices. Additionally, prioritize express payment methods like PayPal Express, as they streamline and expedite the checkout process, making it more convenient and efficient for customers.
6. Implement Cross-Selling and Upselling Extensions
While some argue that checkout pages should solely focus on swift payment completion, incorporating actions that encourage customers to make additional purchases can still be effective if done thoughtfully.
Here are our recommendations for successful upselling and cross-selling on the checkout page:
- Personalized Recommendations: Personalize recommended products to boost acceptance rates. Utilize upselling and cross-selling extensions with trigger settings based on the product category or total cart value. Ensure that the offers are closely related to the items already chosen by the customer in their cart.
- Consider Product Categories: It's crucial not to be overly ambitious by trying to cross-sell, and upsell such expensive products or too many products. Cross-selling and upselling are generally more effective with lower-priced products or with a total value of less than 20% of the total in-cart value for a higher approval rate. Attempting to upsell a product with a significantly higher price than the customer's intended purchase may not yield positive results.
Let's look at Discountpool's checkout page as an example. Discountpool provides services for the ground pools and also sells BBQ grills. It makes sense that we usually see families with a BBQ grill beside the ground pool. However, a customer intending to spend over $3,000 on a ground pool may not be receptive to an offer for a $1,000 BBQ grill during the checkout process. It’s essential to avoid suggesting products that are too costly.
Instead, Discountpool offers only products that cost less than 10% of the items already in the cart.
(Source: Discountpool - Cross-sell with low price products)
7. Build A Loyalty Program With Point Redemption
Customer loyalty consistently proves to be more cost-effective for businesses compared to acquiring new customers. Consequently, integrating a loyalty program with point redemption at the checkout stage is no longer a novel strategy. This approach significantly contributes to an improved user experience, heightened customer loyalty, and substantial time and effort savings.
For tailoring your checkout page with a loyalty program, we suggest utilizing the Ako Loyalty app. This app not only facilitates seamless point redemption but also allows for customization to align with the unique requirements of your Shopify store. With the Ako Loyalty app, the redemption process is not only simplified but also empowers you to personalize the Shopify checkout, presenting customers with a user-friendly interface to apply their points effortlessly, eliminating the need for manual codes. This not only cultivates a positive brand perception but also establishes a competitive edge, fostering repeat purchases and forging a robust connection between your brand and customers.
8. Establish Credibility for Your Checkout Page:
Once again, according to research, a lack of trust in the checkout process is a significant contributor to cart abandonment. Customers may experience unease regarding payment methods, particularly when finalizing the payment. To alleviate this concern, consider incorporating trust badges for payment methods or showcasing the quality of your services and products on the checkout page. Additionally, displaying testimonials at the checkout stage can further instill confidence and address uncertainties for the customer during the payment process.
9. Display a Progress Bar for Special Offers:
A frequently employed customization involves showcasing a progress bar, enabling customers to promptly gauge the amount they need to spend to qualify for a discount or special offer. Visualizing the progress through a bar, as opposed to stating the specific amount like "You need to spend $20," proves to be a more effective option.
(Use a progress bar for the special deal for customer)
10. Infuse a Sense of Urgency to Finalize the Order:
Incorporate a banner featuring a cart countdown timer, compelling customers to swiftly complete their cart rather than delaying reconsideration until the last moment. Ensure to configure the timer for a reasonable duration, encouraging customers to promptly proceed with the purchase.
11. Enable Guest Checkout Option:
While encouraging customers to create accounts offers advantages for CRM tracking, customer lists, and post-purchase engagement, it's a delicate balance. Account registration and login can introduce friction to your checkout process, potentially hindering conversion rates, especially as eCommerce customers value swift transactions. The effort required to recall account information or navigate to the login page can discourage impulsive shoppers. Moreover, some customers may initiate product selection before logging in, only to find their cart reset upon login, negatively impacting the overall buying experience.
An alternative suggestion, if customer accounts are integral, is to make registration optional. Allow customers to complete their purchase without an account and then present them with the option to create an account post-purchase. Prioritize the primary goal of selling products. Once an order is placed, you can leverage the provided information to follow up, offering opportunities for future purchases and account creation. This approach maintains a focus on immediate sales while providing opportunities for customer engagement beyond the initial transaction.
12. Choose The Right Checkout Layout:
This tip specifically applies to Shopify Plus merchants, as they are the only ones with the flexibility to choose between a one-page checkout and a multiple-page checkout. While Shopify has recently automatically updated all checkout pages to the new one-page layout for all merchants, Shopify Plus users can select the layout that aligns with their specific selling strategies. Although Shopify has asserted that the one-page checkout will eventually supersede the multiple-page option, the efficacy of each layout depends on individual store preferences. For example, if a store prioritizes meticulous tracking of customer behaviors during the checkout process, the multiple-page checkout remains a preferred option.
(Example for one-page checkout layout)
13. Meticulously Review Every Text Element on the Checkout Page:
Pay close attention to minor details often overlooked on the checkout page, including elements like the content for newsletter options. The default text provided by Shopify, "Email me with news and offers," may seem bland, unappealing, and inconvenient for customers. Consider adopting a more engaging approach, similar to SoftwareCW, which presents the offer in a more detailed manner: "Email me updates on orders, products, price drops, and exclusive promotions!" If you possess a keen eye for detail, there are numerous other aspects within the checkout page that can be optimized for an enhanced customer experience.
(Source: SoftwareCW - Optimize the copywriting for newsletter offer)
14. Use Custom Cart And Remove The “Back to cart":
Merchants can customize Shopify checkout page to enable customers to directly update their carts, eliminating the need to switch back to the cart page and rendering the "Back to Cart" button redundant. By implementing this customization, merchants effectively reduce navigational complexities and friction for customers. Additionally, the streamlined process of updating the cart on the checkout page enhances convenience, potentially increasing the acceptance of upsell offers.
15. Enable The Exit Intent Popup At Checkout Page To Mitigate Cart Abandonment:
For stores grappling with elevated cart abandonment rates, consider implementing the Exit Intent popup, which activates when customers are on the verge of leaving the checkout page without finalizing their order or reaching the Thank You Page that confirms their purchase. As an example, utilize the Exit Intent popup to present customers with a discount code, encouraging them to complete their orders.
(Source: Avocado Green Mattress - Exit Intent Popup at Checkout Page)
Conclusion: Customize Shopify Checkout To Increase Conversion Rate
In the world of online selling, the checkout process holds the key to your success. While it might seem simple compared to other parts of your store, customizing the Shopify checkout page can significantly boost your sales. With a well-thought-out plan, a good understanding of the Shopify system, and insights into customer behavior, a personalized checkout page can take your sales to new heights. It's all about continuous testing and refining, finding the tweaks that bring in the best sales results.
While the extent of customization depends on your Shopify plan, if you're a Shopify Plus merchant, don't overlook this chance to optimize. Our tips are here to guide you through the process. Whether you're simplifying information, making pricing clear, or using smart cross-selling and upselling strategies, each tip contributes to a checkout experience your customers will love.
In summary, the Shopify checkout process is more than just a step; it's a strategic move for merchants aiming to boost conversion rates and enhance the overall customer experience. The intricacies of this customization journey, especially for Shopify Plus merchants, highlight the importance of using advanced features like Checkout Extensibility. By paying attention to every detail on the checkout page, you can create an easy and smooth experience, reducing cart abandonment and maximizing sales potential. Let these insights and tips guide you to a checkout page that perfectly fits your unique business needs.