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How To Customize Your WooCommerce Checkout Page for Higher Conversions

Tavleen Kaur
May 15, 2020
How To Customize Your WooCommerce Checkout Page for Higher Conversions

In this #TrainingTuesday, we're going to look at how to customize your WooCommerce checkout page for higher conversions.

The native WooCommerce checkout page is only designed to capture payments - it is not designed to pacify the anxiety of shoppers and turn them into confident buyers.

It's not designed to answer their questions and close the deal with trust.

Therefore in this post, I'll show you how to win the trust of your shoppers by customizing your WooCommerce checkout page.

First, watch this value-loaded & instructional video training on the WooCommerce checkout page:

How To Customize Your WooCommerce Checkout Page for Higher Conversions

P.S: If you like our video on how to customize the WooCommerce checkout page, do consider subscribing to the channel. It's free! 

The Anatomy of a Conversion-Focussed WooCommerce Checkout Page

A checkout page that converts has certain elements that make it so high converting. Let's take a look at them:

woocommerce checkout page template

Here are the highlights of this WooCommerce checkout page:

1. Distraction-Free Header

The header of this WooCommerce checkout page has the logo of the store and some basic contact details.

The logo is not clickable so people cannot exit the checkout page easily. They can't go right back to the home page by clicking on the logo above.

2. Multi-Step Checkout Form

It is a two-step checkout form with contact details and shipping address on the first step.

In the second step, we've got the shipping method and payment information.

The progress indicator at the top lets shoppers know where they are in their purchase journey.

The CTA button says 'Continue to Shipping Method', note it does not say 'Submit/Continue'. Specificity is important.

3. Neatly Written Order Summary

The order summary on the right-hand side of this WooCommerce checkout page tells shoppers about the product(s) they're buying and the cost they're paying.

There's no room for confusion or doubt- everything is very clearly laid out.

4. Mini-Cart Appended On The WooCommerce Checkout Page

The mini cart allows shoppers to adjust the quantity of the item(s) that they're buying. They can also delete and recover deleted items.

Notice the quantity bubble at the top of the product image shows the number of unit(s) they're carting for a specific item.

5. Trust Seals

As per a survey conducted by ConversionXL, 62% of respondents mentioned that they did have security concerns while making a purchase. They concluded that the presence of trust seals on the checkout page does make a difference.

Here's a quick look at their analysis of which trust seal will help you cinch the deal:

Trust seal in an ecommerce checkout page

Google Trusted Store, Paypal, and Norton are equally good and you can go with them for your WooCommerce checkout page.

6. Support Section with Image Of a Real Person

As per research conducted by Visual Website Optimizer, the website with the image of a real person converted 48% higher than one with a stock icon.

The presence of a real person's image reassures people that they won't be cheated and that they can trust the store.

It's such a great way to make people believe that you're genuine and are not running away.

WooCommerce checkout page - Support section

Here's the best part:

They'll never even use those details to contact you but the mere presence of them makes a lot of difference in their mind.

Therefore, it's a must have on your WooCommerce checkout page.

7. Satisfaction Guarantee

There's a certain amount of risk involved in online shopping.

A credible guarantee can help pacify the anxieties around online shopping.

Addressing your consumers’ perceived risk will minimize their worries, and help them shop with more confidence.

Here's an example of a well-written satisfaction guarantee:

woocommerce checkout page - Happiness guaranteed

Notice how they say that they'll do whatever it takes to ensure customer happiness. This goes a long way in building trust.

There you go! These all are about the anatomy of a conversion-focused WooCommerce checkout page.

Two Genius Little Hacks To Slash Checkout Abandonment & Grow Order Value

There are a couple more genius hacks on this WooCommerce checkout page. Let me share those with you.

1. Display savings in absolute number and in percentage

Your shoppers are looking for reasons to abandon the checkout and ghost away. But if you display the savings beneath the item and its price - it'll give them a strong reason to continue the process.

Everyone likes a good deal.

Woocommerce checkout page - double savings cart

2. Toss an order bump to make every customer more valuable

An order bump is a low-dollar offer on the checkout page. It's highly relevant to the purchase that they're making.

In this case, we've set up an order bump rule that if they're buying something from the makeup category, pitch a travel makeup pouch. It's a low-dollar offer and useful to the buyer.

It appears on step #2 of the WooCommerce checkout page form:

Shoppers can add this order bump offer to their order with a simple click on the checkbox.

The item will instantly get added to their order and the order total will be updated on the same page.

4 Simple Steps To Customize WooCommerce Checkout Pages

Let's take a quick look at how to set up a highly optimized WooCommerce checkout page using FunnelKit (formerly WooFunnels) Checkouts.

Step-1: Select any product to generate a preview (Leave all other values to a default)

FunnelKit (formerly WooFunnels) Checkout requires you to select any product in this section in order to generate a preview.

No matter what product you select, this will not have any impact on your checkout page.

Take a look:

Select any product for product-specific checkout

You do not need to set any discount or quantity or even need to bother about the three options in the product selection area.

Step-2: Create a 2-step checkout form (add, edit, remove and re-order form fields with a few clicks)

The FunnelKit (formerly WooFunnels) checkout form editor is pretty solid. It lets you add new fields, edit existing fields, remove and re-order fields easily.

You don't have to write any code to customize the form.

woocommerce checkout - form builder

As you can notice, there are form fields on the side - you can drag them and drop them into any of the sections you like.

Let's look at the products field:

Edit the products field on the woocommerce checkout page form

In the general tab, you can write the custom line using merge tags that appear right beneath the product name on the checkout form.

Also, notice product deletion has been enabled - this feature allows shoppers to delete the item(s) they don't want and recover deleted items.

In the advanced tab, do not check any of the options except 'hide best value tag':

Advanced tab in woocommerce checkout form field

Click on Update to save all the changes on your WooCommerce checkout page.

Step-3: Customize the design of the checkout page (customize the colors, fonts, and more)

In this case, I have selected the shop template because it's the most well-suited for creating a global WooCommerce checkout page.

FunnelKit (formerly WooFunnels) deeply integrates with the most famous page builders like Elementor, Divi, Gutenberg, Oxygen, and more. So, you can opt for any template and edit it with your favorite page builder tool.

Notice how you can customize colors, fonts, borders, and more.

customize woocommerce checkout page

Simply click on the pencil icon and the editing section will open up in the left window pane.

Further, you can also activate the coupon code on your WooCommerce checkout page by clicking on the pencil icon right next to the order summary:

customizing the coupon and order summary sections of woocommerce checkout page

Step-4: Set this custom WooCommerce checkout page to a default globally

This is the final step. After you've created a highly optimized checkout page, turn it into a default checkout page.

Global settings in WordPress menu

Click on Save changes to lock all the changes on your WooCommerce checkout page.

Next Steps

There you go! I hope you enjoyed learning about how to customize your WooCommerce checkout page.

If you still don't have FunnelKit (formerly WooFunnels) Checkout or the Funnel Builder, consider getting them for your store.

They will add extra dollars to your business and help you plug the leaks.

Got some suggestions? Need more ideas?

That's what the comment box is for! Let us know what you think about this quick tutorial.

P.S: We also did a post on the Checkout template based on Amazon Checkout Formula. You'll surely love it!

Author: Tavleen Kaur
Do you know after Amazon implemented the 1-click buy system, their sales shot up year-on-year hitting $88.9 Billion mark in 2014? Jeff Bezos attributed it to a friction-free & streamlined buying process. At FunnelKit (formerly WooFunnels), we're determined to give you the tools you need to do the same in your business. I am Tavleen and I help you get there faster.