Thinking about WooCommerce Checkout Pages


There are a ton of ways to improve your WooCommerce checkout pages. I've mentioned several before when talking about checkout solutions, payment solutions and even post-purchase solutions.

You can adjust the fields in your checkout:

You can speed up your checkout with external solutions like:

And, of course, you can drive greater conversions with solutions for cart abandonment and upsells (especially after the initial purchase).

The Truth about Checkout Pages

Here's the truth.

When most people think about WooCommerce checkout pages, they're thinking about the design. So they want something that looks like Shopify – regardless of whether it converts better or not.

Instead, we should be thinking about about these checkout pages from the conversion perspective.

  • Does it generate more or less transactions?
  • And does it drive the average order value higher?

What does that mean?

When I say we should all be focused on conversion, what am I talking about?

It's all about running tests, right? You need a way to run a series of tests. Test every possible tweak you could make.

Imagine you could create all these tests:

  • Add “limited” supply to product images
  • Highlight when you've created a discounted sale price
  • Move the top sellers to the top of any listing page
  • Adjust the order of products in sliders based on conversion data
  • Create better visual contrast for “free shipping” offers

Running all of these kinds of tests are essential.

But most of the time we don't do it.

We adjust fields because it's easy. Maybe we add one up-sell, because we don't have time to create a lot of funnels (especially if we're not sure they'll work).

Have you heard of DataMilk?

As they write on their site, “DataMilk was created by engineers, data scientists and designers with more than 50 years combined in conversion rate optimization at silicon valley tech. We did it for internet giants like Google, now let us optimize your store.”

They automatically create all these different kinds of tests and run them. And they do it so they can show you what works and what doesn't.

It may be one of the coolest things I've ever seen – which is why I've been thinking about conversion and WooCommerce checkout pages.