Ecommerce Checkout Best Practice Guide

What you’ll learn

The checkout is the most important conversion funnel for ecommerce. A badly structured or poorly optimised checkout will lose your business money through basket/checkout abandonment and failed transactions. Consumer demand for a quick and easy experience continues to rise and the complexity of checkout optimisation has increased.

This 270+ page report will help you to increase the amount of revenue your site can generate by focusing on the key checkout capabilities. Each section contains actionable takeaways along with best practice tips and common errors to avoid.

The report contains:

  • Detailed explanation of 34 core ecommerce checkout capabilities
  • Examples of ecommerce checkout best practice from leading B2B and B2C websites
  • Insights from 14 ecommerce experts
  • Actionable insight to help inform your optimisation plans

The main areas covered in the report are:

  • User experience and user interface
  • Navigation
  • Sign-in
  • Content and information management
  • Address management
  • Payment
  • Optimisation

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Who is the report aimed at?

Client-side ecommerce teams, both B2C and B2B, form the primary audience for this report. The report is best suited to ecommerce practitioners who have a hands-on role in managing and growing the ecommerce channel, with direct responsibility for optimising checkout funnels. We think the report will benefit the following types of role:

  • Director of Ecommerce
  • Head of Ecommerce
  • Ecommerce Manager
  • Head of Optimisation/Insight
  • Head of Customer Experience
  • UX Manager.

There are two secondary audiences who can benefit from the report, including agencies and consultancies. Both require an understanding of the pressures and challenges facing their clients. As a service provider, being able to put yourself in your client’s shoes and to understand how they need to prioritise investment to support growth will help you align your skills with organisational requirements.

A detailed understanding of ecommerce checkout good practice helps service providers support clients by providing relevant advice.

List of contributors / experts

This report has been produced with the contribution of leading ecommerce specialists whose full biographies are included at the end of this report. The goal is to share practical experience from people working in the industry to help you optimise your checkout.

  • James Gurd, Owner, Digital Juggler
  • Paul Randall, Senior UX Architect, Evosite
  • Aran Reeks, Head of Client Strategy, Evosite
  • Mike Warwick, Head of Ecommerce, Joseph Joseph
  • Mark Slocock, MD, GPMD
  • Darryl Adie, MD, Ampersand
  • Chris Jones, User Experience Director, Blueleaf
  • Stuart Kerr, Head of Ecommerce, Liberty Games
  • Emma Bonar, Owner, Two Hoots
  • Mark Hammond, COO, PetsPyjamas
  • Justin Taylor, Founder & MD, Graphitas
  • Matt Curry, Director of Ecommerce, Lovehoney
  • Lee Duddell, MD, Whatusersdo

The full biographies of these contributors are contained within the acknowledgements. Without their assistance this report would not have been possible.

The lead author would also like to thank Stuart McMillan, Deputy Head of Ecommerce for Schuh, Laura Muirhead, Brand Manager for Nescafe Dolce Gusto, and Chris Lake, Co-Founder of Empirical Proof for sharing their experience and expertise.

About the author

James Gurd, the lead author of this report, is a digital transformation and digital strategy consultant with more than 14 years’ experience developing and implementing ecommerce strategies for B2C and B2B. He helps clients translate brands into sustainable digital channels based on realistic plans and budgets, and is experienced in guiding organisations through the complexities of a new platform build or replatform.