WooCommerce Checkout Optimization plugin by Cartimize

After you have invested vast resources into building your store and customer acquisition through pay per click campaigns etc., it seems almost unbearable that 69% of users – after having added items to their cart – then choose to abandon their purchase.

Why is it that this many orders are abandoned? And what exactly can online retailers like yourself do to improve this sad state of affairs?

Implement The Best woocommerce Checkout UX and gain as much as a 35% increase in conversion rate, in under 5 minutes.

Our WooCommerce Checkout Optimization plugin is being built based on learnings from Baymard Institute‘s 9-year-long ecommerce UX study including 37,000+ hours of UX research findings — insights already used by several of the world’s leading e-commerce sites.


Make the checkout form short & simple

Minimizing the default number of displayed form fields and selections are particularly important for the WooCommerce one-step checkout implementation. It’s key to achieve the perceived simplicity that the one-step style can afford.

Users generally think of their name as a single entity and, therefore, a large proportion of users often type out their full name in ‘First Name’ field. Using a single “Full Name” field will at a minimum cut the number of form fields by one – ~7% reduction.
The main component in reducing the amount of needless attention drawn to optional fields is collapsing them behind a link. This performs well, as empty form fields in the checkout are generally seen by users as a potential task that has to be completed. Removing the form field from the default checkout flow will greatly reduce the amount of needless attention.
Showing a coupon code field and apply button directly in the checkout flow is one of the best ways to make sure all users without a coupon notice that they could be getting a better deal on their purchase.

A well-performing way of reducing the amount of emphasis on the coupon field, while still keeping it discoverable for users who do have a coupon, is to collapse it behind a link.

Although WooCommerce hides the actual coupon field and apply button behind a link, both the design and placement of the link still demand needless attention.

Delight users with a thoughtful checkout flow

Besides speeding up the completion of the form, a thoughtfully designed checkout flow has the potential to bring delight to users in an otherwise dull typing process.

While we can’t avoid requiring some information from users, we should minimize the amount of typing required whenever possible. Both “State” (/region) and “City” inputs present such an opportunity, as both can be auto-detected from a ZIP or Postal code in most countries.
“Live inline validation” is where the validity of the user’s inputs are checked live as the user progresses through the form, as opposed to checking the inputs in a lump sum when the user submits the form. We time and again observe that there’s a direct correlation between how and when users are presented with form validation errors and the pace and effort with which they are able to resolve those errors.
It has been observed to perform well that instead of only telling users what they’ve done wrong, we also tell them when they’ve done something right. During testing, sites that used positive inline validation, by adding a checkmark next to correctly inputted values, added a sense of delight and progression to the whole typing experience.

Reduce shoppers’ cognitive load

Making users think, evaluate or make up their mind during the checkout causes interruptions. Since these interruptions lapses a user’s ability to progress in their checkout, it’s important to reduce them to any extent possible.

A shipping address determines where the product is being delivered – a straightforward terminology which users have no issues understanding. A billing address, on the other hand, can be used for several purposes. Asking users to type their shipping address instead of a billing address performs better.
For most B2C sites, the majority of customers typically order products to their own address. Setting the “Billing Address to equal the Shipping Address”, by default, performs vastly better than either not having the feature or not having it as a default selection.
Users continue to be concerned about the security and confidentiality of their personal information on the web. This can range from serious concerns over identity theft to more mundane concerns, such as an aversion to receiving marketing phone calls – making them reluctant to hand out personal information.

When it’s truly necessary to require users to supply the information, it should clearly be explained why the data is required. One well-performing pattern is simply using a short inline explanation, in close proximity to the field, such as “Used for payment validation”, “For order questions only”, or whatever the information is actually used for.
While users should always be allowed to complete the checkout process as a guest, having an optional account creation option is often appreciated by users. This begs the question of at which point during the checkout flow is it best to ask for the optional account creation. Based on previous checkout usability tests, it’s clear that delaying the optional account creation option performs the best. In fact, it’s often best delayed until the order is finalized; hence presenting the optional account creation option on the order confirmation page works best. This concept is called ‘Delayed Account Creation’.
For stores who do not need to get a billing address from their users, it is best to hide the form altogether.

Plus, a lot more coming soon...

Our complete focus is on improving the checkout flow to maximise conversion. We are working on all sorts of features ranging from minor but significant design improvements to major overhaul of systems to make it easier for users.

During the checkout process, the number of elements shown to users should be reduced to a minimum to allow them to focus on completing the checkout process. This, in particular, means removing the main site-wide navigation in the header and the various potentially distracting links in the footer during checkout – also known as an “Enclosed Checkout”.

The order confirmation step is the last step in the checkout process. The first job of the confirmation step is to let all users know that their order has been successfully completed. It’s important that this information is communicated clearly to users to avoid them looking for further tasks that have to be completed before the order is placed. When this isn’t communicated clearly, users would wonder if they needed to do something else to finalize the order.

Another key aspect of the confirmation step is to clearly prioritize the information, making the order confirmation information sufficiently prominent. This includes not collapsing all the order information or plastering the page with auxiliary options that are much more dominant than the actual order information.

The password reset flow is the weakest link of the checkout process. Any issues with the password reset process technically lock users out of their account, at which point abandonments are very likely.

OTP and link-based authentication via SMS and email, which were traditionally used only for 2-factor authentications can be used to completely eliminate the need for a password. Both account creation and logging in can be done through this system.

Users simply don’t want yet another account, for yet another site, with yet another password. 34% of shoppers abandon their carts when they are required to create an account. One easy way for users to create an account is to allow them to login with their social profiles. No more usernames, emails or passwords to enter and remember.

For stores selling digital products or services, the shipping and billing address might not be relevant. The forms can be disabled and only user details like their name and email can be requested.

With the 1-step checkout implementation of Woocommerce, the forms can extend well beyond the fold of the checkout page. In such cases, the order summary and payment methods section can be made to stick to the top so that it’s always visible to the user.

A visual clue observed to be effective to increase users’ general level of perceived security is using badges, SSL badges, and similar visual clues to indicate the site is trustworthy, like Norton, TRUSTe, Geotrust, Google Trusted Store, etc.

It’s very interesting to note that the seals from well-known consumer-facing brands, Norton, McAfee, and Google, perform very well indicating that recognizability and brand leverage is actually possible when choosing such a seal.

Even after adding a product to the cart and starting the checkout process, users can still be skeptical of their purchase. Reassuring them of their decision nudges them to complete the purchase.

One way to do this is to display the product-specific user reviews right in the checkout page itself. When a real customer tells them that the particular product worked well, chances are that they will feel confident to purchase it.

…we are adding new optimizations to our roadmap constantly.

Compare Free Vs. Pro

Features Free Pro
Use Full name instead of First name and Last name
Hide Optional fields behind a link
Make the coupon code much less prominent
Let users enter their ‘Shipping Address’ first instead of ‘Billing Address’
Use ‘Shipping Address’ as ‘Billing Address’ by default
Explain why you need the users’ phone number
Auto-Detect City and State from ZIP
Live inline error validation of form fields
Positive inline validation
Delayed account creation
Disable Billing Address
Install Free Go Pro

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Pay by month or the year, and cancel at any time.

Proceed with 'Agency' Plan »


We are so confident that the plugin will pay for itself in terms of increased conversion that we offer 45-day refunds. Try the plugin for a month and if you do not see an increase in conversion, get a 100% refund within 45 days of purchase. Cross our hearts!

Install the Free plugin

Use on unlimited sites
Cut checkout length by 50%
+ More optimization options

Calculate your Return on Investment

Even the smallest improvement in conversion rate for your WooCommerce site will lead to a notable return on investment.

  • 100K
  • 200K
  • 500K
  • 1M
  • 10M
Projected Upturn in Annual Revenue
for a 0.5% improvement in conversion rate.
For e.g., from 3.6% to 4.1%

Some questions you may have...

What’s the difference between the Free & Pro plugins?

See the ‘Compare Free Vs. Pro‘ section above.

What happens to the changes done by the free plugin after I upgrade to Pro?

When you install the Pro plugin, all UX improvements done by the free plugin will be re-applied and the Free plugin will be deactivated.

Can I upgrade to a higher Pro plan with more sites after I have already purchased one?

Absolutely. You can purchase the “Store Owner” or the “Freelancer” plan now and upgrade to a higher plan with more sites later. You will only need to cover the prorated difference then.

Can I transfer my Pro license from one domain to another?

Of course! Just deactivate the plugin from the previous domain and activate it on the new one. You can manage it in your “My account” page.

Can I cancel my Pro plan subscription? Can I get a refund?

If you are subscribed to a monthly schedule, you can cancel the subscription in your “My Account” page under Subscriptions and you won’t be charged from the next billing cycle. The same goes for the annual schedule as well. All subscriptions will be auto-renewed to offer uninterrupted service until you cancel. No refunds will be issued beyond the 45-day refund window.

Do you offer a trial version?

No. But you can try out a live demo of the Pro features. However, we are so confident that the plugin will pay for itself in terms of increased conversion that we offer 45-day refunds. Buy and use the plugin for a month and if you do not see an increase in conversion, get a 100% refund within 45 days of purchase. Cross our hearts!

What can I expect in terms of new releases in the Pro plugin?

Our complete focus is on improving the checkout flow to maximise conversion. We are working on all sorts of features ranging from minor but significant design improvements to major overhaul of systems to make it easier for users. Take a look at our Roadmap here – https://trello.com/b/DUH5V3Bm

What payment methods do you accept?

We accept all cards including Visa, MasterCard, American Express, JCB, Discover and Diners Club. You can also pay via PayPal.

Still thinking?

With 45-day refunds promised, it doesn't hurt to try! Right?

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