Lose fewer shoppers between cart and order.

Worked example, with illustrative figures for a hypothetical store (not a client result): checkout optimization for a store with 3,000 checkouts started a month and 1,650 orders, a 55% completion rate, starts with the funnel by step and device. If phone shoppers drop at shipping, that step is fixed first, and the report compares 30 days before and after, for example 55% to 60%, about 150 more orders on the same traffic.

We apply the same rule to our own forms. The free audit form on this page asks for three things, store URL, work email and the main problem (WhatsApp is optional), because every extra field is a reason to stop. On this site we also fixed a cookie banner that shifted the page as its font loaded, a layout shift PageSpeed Insights measured at 0.132, by opening the banner only after fonts load. Checkout work is the same kind of detail, measured on real devices.

Checkout optimization starts with where people leave. We build a funnel from product view to add to cart, begin checkout, shipping, payment and order, split by phone and desktop, from GA4 or Shopify analytics. Baymard’s cart abandonment research puts the average documented rate at 70.22% across 50 studies, so some cart abandonment is normal; the question is which step loses more than it should on your store.

Then we shop the store. We place test orders on a real phone and a laptop, with a new customer and a returning one, and record every screen. Most problems show up here: a shipping cost that appears only on the last step, a discount box that sends people off to search for codes, a cart drawer that loads four apps before the checkout button responds.

Costs come first in the fixes. Shoppers decide on a price before they reach checkout, so we show shipping costs or the free shipping threshold on the product page and in the cart, add a delivery date estimate, and make returns easy to find. If duties apply for some countries, we say so before payment, not after.

Express checkout is next. Shopify’s guide to accelerated checkouts explains that Shop Pay, Apple Pay, Google Pay, Amazon Pay and PayPal can show as buttons on product pages and at the start of checkout, ordered to show the fastest method for each customer, and it warns that hiding them may lower conversion rates. We check which ones are on, where the buttons sit on a phone screen and whether a theme or app has pushed them out of view.

The checkout itself depends on your platform. On Shopify, the checkout is managed by Shopify, so we work within the checkout and accounts editor: branding, fields, trust blocks and approved apps; apps on the information, shipping and payment steps need Shopify Plus. Cart and shipping logic that previously ran in Shopify Scripts stopped working on 30 June 2026, as Shopify’s Script Editor page notes, so it has to live in Shopify Functions now. On WooCommerce, we can change the checkout directly, which means fewer fields, a guest option and a one-page layout.

Last, we measure. Each change is shipped with the funnel step it should move, and we compare the four weeks after with the four weeks before, adjusted for traffic and promotions. Where the store has enough orders, bigger changes go through a split test instead. Recovered carts that still slip away get a follow-up through abandoned cart recovery.