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199 billion reasons why brands should focus on the checkout process

Improving the e-commerce checkout experience to increase conversions is fundamental.

Whether you're an established e-commerce brand or a marketing professional responsible for getting more bang for your marketing spend, there's no better way to increase revenue by improving what's already in place.

And checkout experiences are one area where significant returns are possible, often without dramatic or costly changes.

What do I mean by significant returns?

Recent research by the Baymard Institute puts the figure at a whopping, mind blowing, staggering, colossal, mammoth, etc £199 billion ($260 billion) across the industry.

That's quite a few mince pies (too early for Christmas puns?).

With some tried and tested checkout usability tweaks the average e-commerce site would see a 35% increase in conversion rate.

We've seen similar results on conversion rate optimisation for client websites, including:

66% increase in product purchases

10% increase in newsletter sign ups

37% increase in total sales

20% increase in average order values

And I would argue this kind of focus on ANY conversion process for most types of businesses (particularly e-commerce, SaaS, and B2B tech) would yield similar results.

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