Checkout Conversion Rate
Definition
The percentage of shoppers who start the checkout process and complete their purchase. Measures how well your checkout converts interested buyers.
What is Checkout Conversion Rate?
Checkout conversion rate measures what percentage of shoppers who begin the checkout process actually complete their purchase. It's different from overall conversion rate – this focuses specifically on the final steps after someone commits to buying.
If 100 people start checkout and 60 complete it, your checkout conversion rate is 60%.
Why Checkout Conversion Rate Matters
These are your warmest leads. They've found products, added to cart, and started buying. Losing them now is painful – and usually fixable.
A poor checkout conversion rate often signals friction, confusion, or trust issues in your checkout process. Small improvements here can significantly impact revenue.
Calculating Checkout Conversion Rate
Checkout Conversion Rate = Completed Purchases / Checkout Starts x 100
What's a Good Checkout Conversion Rate?
Checkout conversion rates vary by industry, but typical benchmarks:
| Rating | Checkout Conversion |
|---|---|
| Below average | Under 40% |
| Average | 40-60% |
| Good | 60-70% |
| Excellent | 70%+ |
Common Checkout Drop-Off Points
Contact Information
Required account creation, too many fields.
Shipping Selection
Expensive shipping, slow delivery options, unclear timing.
Payment
Limited payment methods, declined cards, confusing forms.
Review/Confirm
Surprise costs, lack of clarity on what they're buying.
Improving Checkout Conversion
Streamline the Process
Fewer pages, fewer fields. Progress indicators show how close to completion.
Guest Checkout
Don't require accounts. Offer account creation post-purchase.
Multiple Payment Options
Credit cards, PayPal, Apple Pay, Google Pay, buy now pay later.
Clear Shipping Information
Show delivery dates, not just shipping methods.
Trust Signals
Security badges, payment icons, money-back guarantees.
Mobile Optimisation
Mobile checkout must be as smooth as desktop. Test on real devices.
Saved Information
For returning customers, pre-fill saved details.
Analysing Checkout Drop-Off
Use analytics tools to see exactly where people leave your checkout flow. Focus improvements on the steps with the biggest drop-offs.