Checkout
The page or pages where the customer enters delivery, billing and payment details for the items in the basket and completes the order.
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Why it matters
Checkout is where the people closest to buying are lost. Unnecessary fields, unexpected fees, slow loading and unclear error messages lower orders. A short form, address autocomplete, several payment options and trust signals make completion easier.
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Example
On a shop's checkout page, the billing address is not asked again if it matches the delivery address, and the card number field shows wrong input instantly. The share of people completing the order rises.
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Common mistake
Adding campaign banners, pop-ups and external links to the checkout page. At this stage, every distracting element pulls the customer away from the order.
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Related terms
Related services and guides
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