Optimize checkout by finding where shoppers hesitate or fail, then removing unnecessary effort without compromising fulfillment, payment security, or clear terms. Start with your own funnel data and test the complete flow on desktop and mobile: cart abandonment has causes beyond checkout design, so a benchmark or generic checklist cannot tell you which change will help your store most.
What checkout optimization can—and cannot—fix
Checkout is a practical place to look for preventable friction, but not every abandoned cart signals a broken checkout. In a 2025 article reporting its latest quantitative study, Baymard Institute said 42% of US online shoppers had abandoned a cart in the preceding three months because they were “just browsing / not ready to buy.” In the same study, 17% said they had abandoned an order in the past quarter because checkout was too long or complicated. These are survey results about US shoppers, not forecasts for an individual store. Baymard’s checkout-usability research.
Baymard’s 2025 benchmark found checkout UX rated mediocre or worse on 64% of desktop sites, 63% of mobile sites, and 46% of apps in its leading US and European ecommerce sample. Its analysis included more than 41,000 checkout performance scores and more than 33,000 categorized best- and worst-practice examples. The results indicate common opportunities to inspect; they are not a census of all stores or a prediction of your conversion rate. Baymard’s 2025 checkout benchmark.
Baymard also estimates that checkout design improvements could produce as much as a 35.26% conversion-rate increase for the average large ecommerce site. Treat that as a research estimate of potential, not a guaranteed lift or a target for your business. Your results depend on who reaches checkout, what currently blocks them, and whether a change improves completed orders. Baymard’s estimate and supporting discussion.
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How to diagnose checkout friction
Map the steps shoppers actually take
Define and track checkout starts, progression through each step, validation errors, payment attempts, and completed orders. Keep definitions consistent so that a change in reporting is not mistaken for a change in shopper behavior. Segment by device and checkout path where the volume supports useful comparisons.
Combine funnel data with observed problems
Numbers can show where shoppers leave, but they do not always explain why. Watch usability sessions, review customer-support themes, and inspect error patterns to identify hesitation or failure. The available benchmark and usability research offer examples, not a single mandatory measurement protocol; choose an approach that fits your traffic and team.
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Prioritize a specific point of friction
Rank potential changes by observed customer impact, implementation effort, and operational or fraud risk. Change one important friction point at a time where practical, keep a stable baseline, and compare completed orders as well as intermediate steps. A before-and-after increase is not proof that a change caused the result if traffic mix, promotions, or other factors also changed.
Remove unnecessary form work
Review every required field and ask whether it is needed to fulfill or authorize the order. Avoid asking for the same information twice. Where your business rules allow, default the billing address to the shipping address; make fields such as company name and address line 2 optional or visually secondary when they are not needed.
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Baymard reported an average of 23.48 form elements displayed by default, including 14.88 fields, in its benchmark figures reported in 2025. Its research describes 12 elements as possible in an ideal tested scenario. Neither number is a universal target: field needs vary with the products, delivery model, location, and payment requirements of a store. Use them as a prompt to audit your form, not a quota. Baymard’s checkout-form findings.
A 2017 commissioned report also discussed reducing form burden, including an example of reducing forms to 6–8 fields. That historical example is not a current standard or a suitable target for every merchant. Baymard’s 2017 checkout report.
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Make guest checkout and account choices clear
If account creation is optional, make guest checkout easy to see and select. Shoppers should not have to infer whether an account is required or begin creating one before discovering a guest option. Baymard includes guest-checkout prominence among its checkout best-practice areas in the 2025 benchmark. Baymard’s checkout benchmark.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Help shoppers complete forms and recover from errors
- Use clear, persistent labels and input controls suited to the information requested.
- Keep information already entered if validation fails or the shopper moves between steps.
- Place an understandable error message by the field that needs attention and explain how to correct it.
- Consider address lookup or automatic location completion only when it works reliably for the addresses and fulfillment needs you support.
Baymard’s 2024 research update added guidance on fully automatic address lookup and other checkout behaviors. Test any implementation against local address formats and your fulfillment requirements rather than assuming it will suit every region. Baymard’s 2024 checkout research update.
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Clarify the order commitment before payment
Make button text describe the next action and show relevant order details at the points where shoppers decide to continue or pay. Disclose shipping, taxes, fees, delivery options, and applicable policies early enough that customers can understand the total and terms before payment. The cited research supports transparency and checkout usability broadly; it does not quantify the effect of a particular button label or disclosure placement.
Choose payment methods for your customers and operations
Assess payment options against the methods customers in your markets use, your risk controls, integration requirements, and costs. There is no evidence here establishing a universally best provider or proving that adding a particular method will improve every store’s performance. A 2017 report commissioned by Amazon Pay included third-party payments among its checkout themes; it is historical and does not establish current comparative superiority. Amazon Pay’s 2018 summary of the commissioned report; Baymard’s 2017 report.
Test the full checkout on mobile
Do not assume a desktop improvement will work just as well on a phone. Complete test orders on the supported devices and viewport sizes your customers use. Check whether fields remain visible while typing, the right keyboard appears, error messages are readable, address entry works, payment choices are usable, and the order can be reviewed before submission. Baymard’s 2025 benchmark results for mobile sites and apps are a reason to inspect these experiences directly, not a prediction of your store’s conversion rate.
Use evidence to decide what to change next
There is no single field count, payment provider, or redesign that the cited findings establish as best for every store. Use benchmarks to generate questions, then validate changes against your own customer behavior, supported fulfillment paths, and business constraints. A successful optimization is one that improves checkout completion for your audience without creating new errors or operational problems.
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