Shopify Checkout: 11 Clever CRO Tactics You Can Copy From ASOS

Your Shopify checkout page is where the magic happens.

It's where your website's users become customers, and ultimately, it's the page that generates your revenue.

But here's the thing: even if the rest of your store is well-designed, a poor checkout page can tank your conversions.

Thankfully, optimizing your checkout page isn't difficult. In this post, we'll show you how you can create a checkout page that boosts sales.

You'll learn the common checkout page errors that merchants make & how to rectify them.

To stop you from getting bored, we'll use high-performing clothing e-retailer ASOS as an example of a brand that nails their checkout page. As far as we know, they don't use shopify - however we'll show you how to apply each principle to your own store.

So, if you're ready, let's jump in!

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Why is your Shopify Checkout Page so Important?

Your Shopify checkout page is where your store's visitors become your store's customers.

There's no other page on-site that every converting customer has to go through besides your checkout page. In the words of Stacey Wolf-Vigh, lead CRO consultant for Prismfly:

"Checkout optimization is vital to ecommerce performance improvement. It is the single place all customers must navigate giving it massive influence on the shopping experience."

Remember, one of the biggest barriers to more conversions is friction. If your checkout page is causing friction, you can bet that you're losing sales because of it.

The thing is, most merchants spend so much time optimizing the upper parts of their marketing funnel, that they forget to pay attentiuon to the bottom parts.

Seriously, even in your own life, you can probably think of a time when you abandoned a purchase because entering your details was so frustrating, right?

Other times too, you may have had security concerns about a checkout page which caused you to close your browser. Whatever the reason, in those moments, that merchant lost a sale for no their reason than their checkout page sucked.

Getting your checkout experience right helps to increase conversions, build customer trust, and reduce cart abandonment.

11 Tips for To Power-up Your Shopify Checkout Pages

Here are our top 11 tips on how you can increase sales through checkout optimization.

1. Make Customer Accounts Optional

Customer accounts are a kind of a double-edged sword for merchants. On the one hand, customer accounts allow you to gather more data (e.g. purchase history) and tailor your marketing.

On the other hand, setting up an account introduces friction into the checkout process and can hamper your conversion rate.

So, what's a merchant to do? Well, as Yusuf Shurbaji, co-founder of Shopify Plus Agency Prismfly says, the wisest approach is to make accounts optional before checkout and then strategically offer account creation post-purchase.

"Historically, accounts were needed to perform functions where data is saved and accessed from between sessions or devices. But in a modern ecommerce technology stack, having an email input alone or leveraging first-party cookies is sufficient enough to complete tasks such as returns, changing a subscription, or viewing a wish list. Don't gate your checkout behind an account because it's a frustrating barrier. Instead, promote account creation when it is most valuable i.e. after purchase where creating an account is a means of saving and re-accessing valuable information later."

Allowing customers to checkout as guests means that they're free to make an account if they want to, but there's no need for those who don't have time or interest.

One of the best places to offer account creation is on your thank you page. That's beacuse:

  • Pretty much every customer sees your thank you page.
  • It doesn't cause any friction before the sale has happened.
  • The psychological principle of consistency means lots of customers will comply with your request.

You can try boosting your conversion rate even higher by offering emotional perks like early access to sales and special offers for account holders.

👉 Apply this Tip to Your Store: Make accounts optional pre-purchase to avoid unnecessary abandoned carts. Use ReConvert to give customers the option to create an account on the order confirmation page instead.

2. Shorten Your Checkout Forms

If a customer decides to buy, your job is to make it as easy for them to do so.

The more hoops they have to jump through, the less customers will actually make it to the end and convert.

You can help facilitate that process by shortening the checkout as much as possible.

ASOS does that with an autofill address finder:

Instead of having to type the full address in manually, you can start filling the form and it'll populate the answer for you.

This saves customers time and makes it even easier to convert.

👉 Apply this Tip to Your Store: To get the highest conversion rate you can, remove all hoops possible from the checkout process. Two quick ways to do this are by hiding address line 2 by default or using an autofill form.

3. Don't Surprise Customers with Unexpected Costs

The last thing anyone wants is to find out is that the $50 shoes actually cost $110 once you include shipping & taxes on your checkout page.

Seriously, according to Baymard, unexpected checkout costs are the biggest driver of cart abandonment in all ecom stores.

To avoid this, always show the total price customers will pay upfront.

"The key to reducing abandonment behavior and improving checkout conversion rate is to clearly communicate information about shipping and transaction fees before the checkout, setting customers’ expectations in advance." Says Sammy Fraser from award-winning CRO agency Swanky.

"Offering transparent shipping estimates on product pages, clearly outlining rates in a shipping policy or implementing a pre-checkout delivery calculator are all good ways to set expectations" adds Sammy.

One useful strategy to ensure pesky fees don't get in the way of your conversion rate is to build shipping fees into your retail price and offer free shipping. This mightn't always make sense for your business, but if it does, it's something worth experimenting with.

👉 Apply this Tip to Your Store: Be clear about shipping rates and taxes from the get-go. Take it to the next level with a shipping rates calculator page or allow customers to calculate total order cost before checkout.

4. Remove The 'Return to Cart' Link from Checkout

Sometimes the simplest changes can reap the greatest rewards. If you do nothing else to your checkout, remove the 'return to cart' link and watch your order volume increase.

"We've run A/B tests which took minutes to set up including hiding the 'Return to cart' link in checkout since users can rely on their browser 'back' button or the breadcrumb." Says conversion wizard Yusuf Shurbaji from

. "We've seen this change increase order volume by up to 10% with over 95% statistical significance"

Yup, you read that right. An increase in order volume by 10% from a change that won't take you more than a couple of minutes to implement. So no matter if you're just starting out or running a massive enterprise, get the 'return to cart' link off your checkout page.

👉 Apply this Tip to Your Store: Increasly have put together simple step-by-step guide to help you remove the 'return to cart' link from your checkout page.

5. Cleverly Rename Your Shipping Options

Okay, we'll be honest, ASOS don't do this, but it's definitely something they should.

Here's the thing "First Class Shipping" sounds sleek, but it doesn't help convert more customers.

See, customers want to know when they're getting a product, so you need to tell them.

In your Shopify backend, you can rename your shipping rates, to help provide your customers with the info they need to order.

For example, suppose I'm ordering an outfit that needs arrive by a certain date. Instead of vague shipping labels, it helps to be able to choose the most appropriate shipping method.

The above example is only possible on Shopify Plus stores. However, if you're on a regular plan, you can simply add the delivery estimate in brackets to your shipping name.

👉 Apply this Tip to Your Store: Rename your shipping options to include the estimated time of shipping. That way, you can reduce the amount of customer inquires about when they'll receive their product.

6. Make it Easy to Reach Customer Support

When you're about to buy something, it's likely you might have a couple of questions. For example:

  • How long will my order take to arrive?
  • Is gift wrapping possible?
  • Is this this best size for me?
  • How do I return the item if I don't like it?

See, every time your customer has a question like this, you risk losing the sale if you don't answer it.

One of the big gripes merchants have with Shopify's checkout is that you can't add customer support options or link to the FAQ from the backend.

However, there are workarounds you can use. The first is to create a special logo for your checkout page that contains your store's phone number. That way customer's can all you should they have a major concern.

Editing your logo is okay, but better solution in our books is to use an app called EasyCall. EasyCall lets you add a live chat and live calling widget to your checkout pages which means customers can quickly contact support and allay their concerns.

👉 Apply this Tip to Your Store: Add support options to your checkout pages. Edit your checkout logo to include your store's phone number and/or install EasyCall to provide real-time support for high-intent shoppers.

7. Make Your Returns Policy Easily Accessible

It may sound counterintuitive, but making refunds difficult for customers will only hurt your revenue, here's why:

A store's refund policy isn't just there for customers to use, it also serves as a vote of confidence in your own products.

Many customers tend to look into the refund policy of a store before they make a purchase; that way, if they don't enjoy the product, they can always return it.

ASOS makes it very easy to find their refund policy right on the checkout page. Plus, the refund policy itself is easy to use too.

When customers see that, they can feel much more comfortable making the purchase since they know they're protected.

Shopify stores should always make sure that the refund policy is easy to find and the process is easy to complete.

The money you'll have to refund through that policy is far outweighed by the money you'll make from having it.

👉 Apply this Tip to Your Store: If you haven't already created a refund policy, navigate to your Shopify settings tab. From there, click on "Policies" and generate a refund policy from Shopify's standard template. Then, you can edit the template to create a policy that fits your store better. After that, be sure to add the policy to a page that's easy to find on your store.

8. Allow Multiple Payment Methods & Options

Sometimes, customers won't have all of the cash on-hand to buy everything they want.

Or they're not willing to make any big investments upfront.

Which is why installment payment plans are great ways to increase conversions and order values.

ASOS uses installment plans to let customers pay with 4 separate charges spread over a longer period of time.

Using a payment gateway like Klarna, Affirm, or even PayPal in your store can allow customers to make purchases without putting all of the cash up front.

It's a great way to increase sales and make your products more accessible without reducing prices.

Another quick tip is to allow customers to use multiple payment options on your store.

Not everyone uses PayPal, credit cards, or Venmo, so allowing each customer to use their preferred payment method is the best way to avoid cart abandonment.

👉 Apply this Tip to Your Store: If your Shopify store is eligible, activate to allow customers to use split payments. If not, you can use an app like Affirm to accept installment payments instead. And be sure that your checkout accepts multiple payment options rather than just credit cards and PayPal.

9. Give Customers a Pre-Checkout Incentive

As an ecommerce merchant, you know that friction is the enemy of conversions.

Well here's the thing: checking-out is itself a source of friction. That's why adding an incentive before checkout can help give customers the motivation they need to fill in checkout forms and make a purchase.

Here's a great example ASOS uses their product page:

A simple offer like this can give shoppers the impetus to complete their order when faced with the somewhat tedious checkout process.

In your own store, promote deals and offers to lightly nudge customers to buy more. Free shipping or a 15% discount code for first time customers are two proven tactics to test.

👉 Apply this Tip to Your Store: Offer a pre-checkout incentive to help customers complete their purchase. consider adding a progress bar to your cart and checkout page using a Free Shipping Bar app to show customers how close they are to free shipping.

10. Add One-Click Upsells Right After Checkout

One-click upsells are checkout offers you display immediately after a customer completes their purchase.

These offers are super high converting because customers don't have to re-enter their payment details.

For example, let's suppose you've just bought a pair of new sneakers.

Immediately, you see an offer for a matching pair of socks at a discount price.

If you're like most shoppers, then this related products offer is going to be hard to refuse:

Because of their frictionless nature, one click upsells are probably the best way to boost your average order value and pump-up your profit margins. Plus, with the right app, they only take a couple of minutes to set-up.

After all, if you've got this far optimizing your checkout page, it only makes sense that you optimize it for bigger orders too.

👉 Apply this Tip to Your Store: Install ReConvert to instantly add one click upsells to your Shopify checkout page.

11. Re-Engage Lost Checkouts with Email & SMS

While cart abandonment isn't technically a checkout page optimization tactic, it's pretty closely related - So we figured it deserves to be on this list.

Because the truth is: no matter how slick your checkout is, the majority of users on your site will still abandon their carts before making a purchase.

But that doesn't mean you need to let each of those customers slip through the cracks. A well times abandoned cart email or SMS can re-capture a sizeable chunk of lost revenue.

Now, setting up abandoned cart emails is beyond the scope of this article. If you're a busy merchant, we recommend using an automated app like Carti to quickly cover all bases.

But if you want to dig deeper into your cart recovery strategy, check out this video from ReConvert's Co-founder Ruth where she shares her top tips to bring customers back to checkout:

👉 Apply this Tip to Your Store: Install Carti for free to quickly set-up a fully automated email & SMS cart recovery solution on your Shopify store.

12. Optimize Your Checkout for Mobile Devices

Mobile users take up about 58% of visits to ecommerce stores, so you'll need to create a store that accommodates them.

In fact, the mobile experience is so important that Google uses the mobile version of each site for determining search page results.

A Shopify store that's not optimized for the mobile checkout experience is likely to lose at least 58% of potential customers.

A few ways that ASOS optimizes its store is by using a responsive theme for mobile users.

Upon loading the site with a mobile device, you'll notice that certain on-page elements load a bit differently.

On ASOS' actual checkout page, you'll notice is that certain pieces are shortened to fit better on smaller screens:

Not only that, but they've replaced certain menus and elements with easy-to-use dropdowns and a streamlined layout with minimal clutter lends itself to a great mobile experience.

To help further optimize your store, here are a few tips to help you improve the mobile experience:

  • Use Google's Mobile-Friendly Test to check your page speed.
  • Compress All On-Site Images using a tool like Tiny PNG.
  • Reduce Pop-Ups on Mobile Devices.
  • Work to Add More Clickable Features On-Page for an Intuitive UX.

👉 Apply this Tip to Your Store: To optimize your checkout experience for mobile devices, reduce image sizes, add more clickable elements and reduce the amount of on-screen pop-ups. A simpler mobile experience helps customers navigate the shopping process easier.

13. Add a Custom Thank You Page After Your Checkout Page

To get the most out of your checkout, you need to think wider than just the checkout page.

Increasing revenue and order values isn't just about a sleek checkout process, but the things that come before and after the checkout too.

Customizing your thank you page is an awesome way to improve your store's checkout experience.

Boost AOV with personalized offers that tempt customers to spend more money. Increase retention with trigger based vides that welcome customers back after their first, second, third and fourth purchases. Add tracking widgets to reduce the burden on your support.

There's lots of ways you can customize your thank you page to create a better checkout experience. The main thing is to adapt it to your business goals and not just settle for the standard template that Shopify provides.

👉 Apply this Tip to Your Store: Use ReConvert's thank you page builder to add product recommendations, customer surveys, cross-sell pop-ups, videos and more for a better customer checkout experience.

Wrapping Up: Optimizing Your Shopify Checkout to Skyrocket Sales

The checkout page is where the magic happens. It's where money changes hands and your revenue is generated.

In this post we discussed 11 ways you can optimize your checkout page for more conversions. To re-cap:

  • Make customer accounts optional (& offer account creation post-purchase)
  • Shorten your checkout forms to collect only essential info
  • Communicate shipping cost & taxes before checkout
  • Remove the 'Return to Cart' link from checkout
  • Rename your shipping options to include delivery estimates
  • Make it easy to reach support during checkout (use a live chat or live call widget)
  • Display your returns policy clearly (and make it reasonable)
  • Allow customers to use multiple payment methods
  • Give customers a pre-checkout incentive (free shipping or a discount can work well)
  • Add a one-click upsell immediately post-purchase to maximize your revenue
  • Re-engage customers who abandon checkout with SMS and email
  • Design a customized thank you page that displays post purchase

If you implement these tactics you'll see your conversion rate rise and your profits along with it too. So, don't spend another minute driving traffic through an unoptimized Shopify checkout! Copy and paste the above strategies into your to-do list and get them done this week!

Here's to a slicker checkout, more conversions, better bottom lines and tangible growth for your business! Now over to you - what are your go-to Shopify checkout optimization strategies? Share them in the comments below and let's help each other become better merchants!

Shopify Checkout FAQ

Before we wrap up this post, let's cover some of the most common questions we see about the Shopify checkout pages.

How do I enable Shopify checkout?

Shopify checkout is enabled on any Shopify store by default, if you'd like to test it out, you'll need to activate the Shopify Payments test mode. To activate it:

  • Navigate to the "Settings" panel from your admin screen.
  • Once there, click on the "Payments" section.
  • From there, you'll need to click "Manage."
  • From the Manage screen, disable Shop Pay, Google Pay, and Apple Pay while you're testing the process.
  • Then, scroll to the bottom of the screen and check the box next to "Enable test mode" and save.

From there, you'll be able to enter fake payment details to go through the whole checkout experience without having to actually make a purchase in your own store.

How do I disable customer accounts in Shopify?

To disable Shopify customer accounts:

  • Navigate to the "Settings" tab from the admin panel.
  • Once there, click on "Checkout."
  • You'll have three options, either make customer accounts mandatory, option, or disable them.
  • Pick the one you want, and then click save to confirm the changes.

How do I customize Shopify checkout?

To customize your checkout on Shopify store:

  • Navigate to your Shopify dashboard,
  • Click Settings, then click Checkout 
  • In the Style section, click Customize checkout
  • In the Theme setting, you can edit the banner image; logo, color; main content and more

To edit and customize more checkout features, you'll need Shopify plus account to access the code.

How do I find my Shopify checkout URL?

Every customer's checkout page has a unique URL, but the roots of said URLs are all the same.

To identify those URLs, you can refer to Shopify's handy guide here.

If you'd like to create a custom Shopify URL, it'll be a different process though.

  • First, navigate to "Products" from the Shopify admin.
  • From there, click "More actions," then click the "Create checkout link" option.
  • Click "Copy link," and you're set!

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