Checkout flow in WooCommerce

A solid checkout flow is a crucial step in getting customers to complete purchases—eCommerce businesses can improve conversion rate by more than one-third by optimizing checkout flow. In this episode, host Sam Greenspan is joined by two WooCommerce experts: Simon Porter, a GoDaddy support engineer, and Léa Oriol, a GoDaddy product manager, to discuss checkout flow optimization. 

The panel shares statistics and anecdotes on pet peeves with online checkouts, checkout features that improve the odds of a sale, reasons for cart abandonment, and website trust indicators. 

From there, they cover several strategies to help with checkout flow: Reducing unexpected costs and checkout roadblocks like account creation, streamlining forms and coupons, offering customers estimated delivery dates, adding payment gateways to a site, and diagnosing checkout flow issues with Google Analytics Pro. 

Finally, in the Q&A, the panel addresses how to set up products that customers can purchase one time or via a recurring subscription, and the most important metrics for a WooCommerce store to track. 

Check out GoDaddy’s Managed WordPress Ecommerce hosting which includes many of the premium extensions discussed in this episode for free! https://www.godaddy.com/hosting/ecommerce-hosting  

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Extensions and services referenced (* - included in the GoDaddy Managed WordPress Ecommerce bundle) 

Jetpack - https://wordpress.org/plugins/jetpack/  

Checkout Field Editor* - https://woocommerce.com/products/woocommerce-checkout-field-editor/  

WooCommerce Social Login* - https://woocommerce.com/products/woocommerce-social-login/  

URL Coupons* - https://woocommerce.com/products/url-coupons/  

WooCommerce Shipping Estimate - https://www.skyverge.com/product/woocommerce-shipping-estimates/  

WooCommerce Lead Time - https://barn2.co.uk/wordpress-plugins/woocommerce-lead-time/ 

WooCommerce Google Analytics Pro* - https://woocommerce.com/products/woocommerce-google-analytics-pro/  

WooCommerce Subscriptions* - https://woocommerce.com/products/woocommerce-subscriptions/  

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Submit questions for future episodes 

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Sources for statistics: 

https://baymard.com/lists/cart-abandonment-rate 

Optimizing checkout process can increase conversion rate by 35% 

Top reasons customers abandon carts 

Roughly 70% of carts are abandoned 

Ideal flow has 12-14 form elements, but average eCommerce store in U.S. has 23.48 

One out of 12 people who abandon a cart do so because preferred payment option isn't available 

https://www.fundera.com/resources/shopping-cart-abandonment-statistics 

Mobile abandonment rate is even higher than desktop (above 80%) 

https://cxl.com/blog/social-login/ 

More than three-quarters of customers prefer social login 

https://www.barilliance.com/10-reasons-shopping-cart-abandonment/#t-1616705503877 

8% of people cite not being able to find a coupon code as the primary reason for abandoning their cart 

https://www.campaignmonitor.com/resources/knowledge-base/how-do-you-calculate-email-marketing-roi/ 

Email marketing ROI can be as high as $44 for every $1 spent