Checkout conversion is the share of buyers who get from the cart to a confirmed payment. It is lost on small things: extra steps, an unfamiliar-looking checkout page, a missing habitual method, and declines the buyer does not understand.
What stops buyers
- A page that looks nothing like your site: the buyer is unsure they are paying you.
- A missing habitual method — for example SBP for people who do not carry cards.
- Extra fields in the form and mandatory registration before payment.
- An unexplained decline with no hint about what to do next.
What can be fixed
- Style the checkout form to match your brand — colours and fonts are configurable.
- Offer two or three methods instead of one.
- Show a clear next step on the decline page: another method or a retry later.
- Do not demand data the order can be placed without.
How a widget differs from a separate checkout page is covered separately.
