Checkout Flow Checklist

🛣 Checklist: 7 ways to reduce friction in a checkout flow

Here are 7 tactics you can apply to make your customers’ checkout journey smoother:

Tactics Why / How

Enable auto-fill for This will help users to fill out a form faster. Auto-fill is especially
address and phone valuable on mobile, where typing complete addresses can be
numbers cumbersome.

Also, considering that people type out their addresses and phone
numbers a lot, less attention is paid to accuracy, making these form
fields more vulnerable to errors.

Display progress Breaking down your journey into smaller steps makes the checkout
indicators seem less overwhelming - however, customers will churn if they are
uncertain about what’s coming next and how long it will take to
complete.

Add an indicator that tells customers where they are in the process to
improve transparency and reduce that uncertainty.

Provide a guest Most customers have a job-to-be-done that your product fulfills, so
checkout option asking for customers to create an account to complete checkout
will cause churn. Providing a guest checkout allows the process to
be simplified.

To complement this, you could provide an incentive for registering

an account. This way, customers who aren’t in a rush can be
rewarded for creating an account.

Be upfront with Unexpected charges (shipping, taxes, and other fees) will discourage
additional costs your customers from completing the purchase due to the initial
anchor set by the price they initially felt compelled to buy at.

Reduce a possible harm to loyalty and trust by being upfront with as

many of the additional costs as possible.

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 Airbnb has received a huge amount of backlash regarding this
recently.

Use reassuring Words like “review your order” can go a long way to help people move
language forward during your checkout flow.

The last thing you want is make it feel like you don’t know what will
happen after you click a button.

Remind them of the A lot of times, checkout experiences feel like a “sign up” form in a
value they’re getting vacuum, without context, losing all the hype of buying something new.

Don’t forget to still show the product you’re buying especially at the
very last steps. Remind people of the benefits even!

Don’t delay the order Leaving customers who made a purchase to wait a while for their
confirmation order to be confirmed leaves them anxious. This is likely to color the
recalled emotion of the experience according to the Peak-End Rule,
affecting future purchase decisions.

Instead, the order should be confirmed instantly after the customer

checks out and their payment method is accepted.

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🧠 4 Psychology + UX Insights from the GoDaddy case study

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💡 The Redesign
If you're looking for inspiration

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💡 Want to use psychology to build better products?
If you're looking for more ways to sharpen your product skills using psychology, check these out:

Product Psychology Course.

If you want to learn how to use psychology to create better
experiences for your customers, check out our course:
https://growth.design/course

Cognitive Biases Cheatsheet.

100+ cognitive biases and design principles that affect
your product experiences. Tons of product examples, tips,
and checklists to improve your user experience:
https://growth.design/psychology
—Dan Benoni & Louis-Xavier Lavallée

Exercises.
Level up your product skills with bite-sized exercises to do
on your phone every week:
https://growth.design/exercises
—Dan Benoni & Louis-Xavier Lavallée

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