When we hear the word “conversion” we often think landing pages, category and product page layouts and overall navigation. Let’s not forget the final point of conversion: the checkout process.
The checkout page(s) are your last chance to seal the deal and complete a sale. The process itself can make or break the transaction. Confused shoppers may contact you for assistance, but they account for a small percentage of people who have difficulties. The majority of shoppers encountering checkout problems will simply abandon shopping carts and look elsewhere.