Improving Checkout Completion Rates
Checkout is the place where visitors turn into paying customers, but even small points of friction can cause people to leave your site before completing a purchase. You can increase your checkout completion rates by improving a few key parts of your checkout flow.
Reduce the number of custom fields
Problem
Long or complex 'Customer Details' sections can make customers pause or leave your site altogether.
Recommended change
Remove any non-essential custom fields in the 'Customer Details' checkout step.
If you added custom fields, keep only the ones you really need. Avoid asking for details you won't use right away, for example, extra phone numbers, secondary email addresses, or marketing-related questions.
Learn more about customizing checkout fields.
Automate billing fields
Problem
Sometimes, address fields aren't needed during checkout, for example, when you sell a digital product. In these cases, they are automatically removed from the 'Customer Details' checkout step, but may appear in the 'Billing Address' step.
Recommended change
Consider choosing the Only fields required for payment and tax option. This means that the 'Billing Address' section is customized per customer to avoid collecting unnecessary information.
Learn more about customizing your billing field settings.
Offer multiple payment methods
Problem
If customers see only one way to pay, they may hesitate or leave checkout, especially if it is not the method they know and prefer.
Recommended change
Offer at least one major credit or debit card provider.
Add digital wallets such as Apple Pay, Google Pay, PayPal (more on this below).
Add trusted local payment methods.
Learn more about setting up payment options.
Enable express payment options
Problem
When customers need to enter their card details manually every time they make a purchase, checkout feels like it takes more effort, especially on mobile.
Recommended change
Help customers save time by enabling express payment options such as Apple Pay, Google Pay, and PayPal. With these methods, customers don't need to manually enter their details.
You can make these payment methods visible in the Cart page, Product page, or Side cart to streamline checkout even more.
Important:
If you added any of the element listed below to the Checkout page, customers might be directed back to Wix after completing payment outside of Wix.
Consider removing the following:
Learn more about customer checkout with PayPal or Apple Pay / Google Pay.
Simplify shipping
Problem
Complex, unclear, or unexpectedly high shipping costs can cause customers to leave at the 'Delivery details' checkout step. In addition, you may lose potential international customers if there's no shipping rule set up for their regions.
Recommended change
Make sure you have shipping rules set up for every region you choose to ship to.
Set up clear shipping rules, such as flat-rate shipping, weight-based rates, price-based rates.
Consider offering free shipping above a certain order value.
Learn more about setting up shipping, delivery, and pickup.
Add incentives
Customers are more likely to complete checkout when they feel they are getting a good deal. Consider offering incentives to encourage them to finish their purchase by adding any of the following:
Get personalized checkout tips
Once you have enough sales data, you can get personalized tips from Wix's AI checkout guide. You'll learn where in the checkout process customers are dropping off and how to fix it.
To access your personalized tips, go to Checkout Settings in your site's dashboard and start interacting with the guide on the right side of the page.
Note:
Before making suggested changes, always review settings in your own Wix account to ensure they align with your business needs, applicable laws, and Wix’s most up-to-date features and policies.