Your tailored action plan

Many online retailers are led by their web developers. They talk about development problems, like collecting customers details, and come up with technical solutions: lengthy form fields. Since you’re here, we know that this isn’t you. Your team think like shoppers who want a quick, easy and secure way to buy products online, across desktop, tablet and mobile.


Our recommendations to help you improve your checkout process are ranked below, based on your response from the previous page.

Our recommendations

Based on your response to the ordering activity, our recommendations are ranked below

Top recommendation

Add social sign-in

Add these sign-in methods to your site to cut out a lengthy registration process, help the customer move between devices and create opportunities to store customer details for return visits. A word of warning, though: forcing shoppers to sign up to your site adds friction, so make sure they can ‘Checkout as guest’ if they want to.
Top recommendation

Simplify forms

There are lots of small changes you can make to your form fields to make the experience easier for shoppers. Try offering number pads on mobile for fields that require number entry; offer a calendar when asking for dates; and tell users when they make a mistake so that they can correct it before scrolling further. Perhaps most importantly, make ‘Delivery address is the same as billing address’ the default option to avoid duplicate fields.
Top recommendation

Tag for auto-fill

This relatively small technical fix to your site can shorten your checkout form to a single click, populating common fields like ‘name’, ‘address’ and ‘credit card number’ with data that is saved to the Google Chrome browser. Other browsers offer similar functionality.
Top recommendation

Create a seamless payment experience

This creates an opportunity for you to offer alternatives to credit card entry, like Google Pay, Apple Pay and PayPal. These simple and secure alternatives to paying by credit card can reduce your payment page to just taps. With Apple Pay, mobile shoppers can pay with a thumb print.

Your next steps

Removing friction from the path-to-purchase doesn’t have to be difficult. While every site is different, the following four steps are simple technical fixes that will quickly improve your customers' checkout experience.

Mark as complete

Add social sign-in

Top tip: The more options you provide, the more likely it is that your shoppers will have an account. For example, you can use Google to make sign-in easier.

Simplify forms

Top tip: See Principles of mobile site design: Delight users and drive conversions for more insights. Principles of mobile site design: Delight users and drive conversions

Tag for auto-fill

Top tip: Find out how to set up your site for Google Auto-Fill. Find out how

Cut out the credit card

Top tip: Find out how to integrate Google Pay now. Find out how

Keep track of your actions and download your personalised plan

Keep track of your actions and download your personalised plan

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