How To Conduct a Checkout Audit

How to conduct an ecommerce checkout audit

To make sure your checkout process is efficient and free of obstacles. An ecommerce checkout audit will help you identify and fix any issues for a smooth purchasing experience. This guide will help you streamline your checkout, enhance user experience and boost conversions. To learn more about conducting a checkout audit, download our guide below.

How to carry out an ecommerce checkout audit

Now you know why you should complete a checkout audit, but if you’re wondering where to start and how to implement an ecommerce checkout, our helpful tips below will get you started.

Step 1: Set clear objectives – what objectives should you focus on and why?

If you don’t know what you want to achieve. You won’t know if you’ve been successful. Whether it’s performance, design, accessibility, security, or a mix of these, clarity is key.

Step 2: Website performance analysis – what performance analytics should you focus on and why?

Assess how fast and efficient your checkout process is. Slow loading times are a major turn-off and lead to abandoned carts. And make sure your website infrastructure can handle heavy traffic – like busy shopping times, i.e. Black Friday, or after you send our promotional emails, for example.

Step 3: Areas to evaluate for a checkout audit - what other areas of your website should you focus on?

a. Design and UX evaluation – what elements should you focus on and why?

Take a close look at your checkout page design. Is it intuitive and user-friendly? Pay attention to field placement, pop-ups, calls to action, the number of steps, payment options, pricing transparency, shipping costs, return policies and the overall checkout flow.

b. Check SEO and accessibility – what SEO metrics or elements should you focus on and why?

Examine your checkout page for search engine optimisation (SEO) – especially for people using smartphones or tablets – and accessibility compliance. Otherwise, you’re pushing away a sizeable number of potential customers.

c. Security assessment – what security elements should you focus on and why?

Online security is non-negotiable. The audit helps you spot potential vulnerabilities so you can ensure your customers’ data and payment information are protected.

Tips for improving your ecommerce checkout

• Simplify navigation: Make sure each step from basket to checkout is clear, logical and user-friendly.

• Optimise load times: Take a look at your page speed times and fix any slow loading issues to prevent users becoming frustrated and abandoning the process.

• Improve mobile experience: Review the checkout process on all devices (laptops, mobiles, tablets) to ensure it’s seamless across the board.

• Review payment options: Offer your customers a number of secure payment methods.

• Fix errors: Resolve bugs or other problems uncovered during the audit.

• Update security: Be sure to build advanced security measures into your checkout to build trust and credibility.

By auditing your checkout, you can improve the buying process and create a smooth, user-friendly experience that leads to reductions in basket abandonment and an increase in customer satisfaction.

To learn more about conducting a checkout audit, download our guide. And if you have any questions, get in touch with our V-Hub Digital Advisors for personalised 1-2-1 support.