Top 10 eCommerce Checkout Mistakes to Avoid

Did you know, the longer a customer takes to decide, the higher the cart abandonment rate is? A seamless checkout process helps reduce cart abandonment and leads to increased sales. Customers expect convenience, speed, and security when completing their purchases, and any friction can lead to lost revenue.

Here are ten common online checkout mistakes to avoid and why you need to fix them ASAP.

Mistake #1: Cluttered Checkout Pages

A cluttered checkout filled with unnecessary navigation links, ads, or excessive information can confuse and overwhelm customers.

Why This Is a Problem:
Imagine you’re ready to buy concert tickets, but the checkout page has banners for other events, social media links, or a pop-up offer for a newsletter. Instead of completing the purchase, you get distracted. This is what we call a leakage point. Shoppers want a straightforward path to completing their purchase—not a scavenger hunt.

Solution:
Simplify your checkout by removing unnecessary elements and keeping the design clean and focused. A single-page checkout can also help streamline the process.

Mistake #2: Limited Payment Options

Not offering enough payment methods can alienate customers who don’t find their preferred option at checkout. According to an article by Hotjar, for approximately 9% of customers, the variety of payment methods falls short of expectation*.

Why This Is a Problem:
Shoppers are more likely to abandon their cart if they can’t pay the way they want. With the rise of digital wallets, Buy Now Pay Later (BNPL) services, and international customers, flexibility is key.

Solution:
Support major credit cards, PayPal, digital wallets like Apple Pay or Google Pay, and alternative methods such as Klarna and other BNPL services to cater to diverse preferences.

Mistake #3: Forcing Account Creation

Requiring customers to create an account before checking out adds an extra step that many shoppers don’t want to take, especially first-time buyers. An article published by HotJar states that simply “having to create an account deters 24% of shoppers from buying”*.

Why This Is a Problem:
It disrupts the flow of the checkout process and adds unnecessary friction, particularly for customers making a one-time purchase or shopping on mobile.

Solution:
Enable guest checkout options to remove this barrier while offering an easy way for users to create an account post-purchase.

Mistake #4: Unclear Costs and Unexpected Fees

Hidden fees or vague shipping costs that only appear at the last step of checkout are a sure-fire way to frustrate your shoppers.

Why This Is a Problem:
Imagine you’re buying a $50 product, but at checkout, shipping fees and taxes suddenly inflate the total to $80. The surprise feels like a bait-and-switch, so you leave the site and don’t return. Customers want transparency. Sudden price increases at checkout create distrust and lead to abandonment.

Solution:
Display a clear breakdown of all costs—product, shipping, taxes—throughout the checkout process to set proper expectations.

Mistake #5: Not Prioritising Mobile Users

With mobile commerce dominating online sales, a checkout that’s clunky or difficult to navigate on mobile devices can cost you a significant portion of potential revenue.

Why This Is a Problem:
Customers expect a seamless experience, regardless of the device they’re using. Slow-loading pages, tiny buttons, or unresponsive designs can drive them away.

Solution:
Ensure your checkout is mobile-optimised with responsive design, touch-friendly interfaces, and fast-loading pages. Test the experience regularly on various devices.

Mistake #6: Missing Progress Indicators

Shoppers don’t want to feel like they’re wandering through a maze. A lack of progress indicators can leave them guessing how much longer the process will take.

Why This Is a Problem:
Have you ever experienced a time where you clicked a button and nothing happened? Did this make you feel like it didn’t work or that there was an error? Did you perhaps try clicking the button again? Uncertainty breeds impatience, especially in a multi-step checkout process. Customers may abandon their cart simply because they assume it’s taking too long or something isn’t working on your site.

Solution:
Incorporate clear progress indicators. Something as simple as changing the button text from ‘Submit’ to ‘Submitting’ with a spinning load icon or a bar that shows how many steps remain will reassure users and encourage completion.

Mistake #7: Lack of Trust Signals

Customers are cautious when sharing personal and financial information online. If your checkout lacks visible security measures, they may hesitate to complete their purchase.

Why This Is a Problem:
A lack of trust can make customers question whether their payment details are safe or whether they’ll actually receive their purchase.

Solution:
Display trust badges, SSL certificates, and secure payment icons prominently on your checkout page. Include clear return policies and customer service links for added reassurance.

Mistake #8. Long or Complex Forms

Requiring customers to fill out lengthy forms or ask for unnecessary information adds friction and frustration.

Why This Is a Problem:
Shoppers may abandon their purchase if the checkout feels like a chore. Every additional field is another opportunity for users to drop off.

Solution:
Only ask for essential information. Use autofill, dropdowns, and address validation to speed up the process.

Mistake #9. Inadequate Error Messaging

If customers make a mistake during checkout and the error message is unclear or unhelpful, they may give up entirely.

Why This Is a Problem:
Unclear error messaging leads to confusion and frustration, making customers less likely to retry.

Solution:
Provide specific, actionable error messages (e.g., “Your card expiration date is invalid” instead of “Error processing payment”) and highlight errors clearly on the form.

Mistake #10. Lack of Order Review Step

Customers want to confirm their order details, including quantities, prices, and shipping information, before committing.

Why This Is a Problem:
Without a clear review step, users may feel uneasy or make errors. They may end up going backwards and forwards through the steps trying to check all details before committing which can lead to frustration or giving up for fear of making a mistake.

Solution:
Include an easy-to-read order summary page with all costs, shipping details, and a final confirmation button.

Final Thoughts

Your checkout process is where the magic happens—or where it falls apart. Avoiding these common mistakes can dramatically improve your conversion rates, build customer trust, and boost your sales.

Want to know how your checkout stacks up? Use our Online Checkout Optimisation Checklist to identify and fix any weak spots in your process.

Sources:
https://www.hotjar.com/blog/cart-abandonment-stats/