We've created this guide to take a look at what makes a great payment process from a user's perspective. By reducing friction at the checkout, and using smart design and flexible payment options to prevent any potential blockages for your customers. We'll also look at the crucial role testing plays in creating a great checkout process.
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Picture this: your customer has been on your site, and seen something they really like. They've added the product to their basket, and they head to the checkout page. But here they run into a problem - it's too complicated, or it's too slow, or there are too many steps, or it doesn't feel trustworthy. They decide to take a beat, and look elsewhere before they make the purchase. And they never come back.
This should be every e-commerce business' worst nightmare. Doing all the hard work, getting a product people love, attracting people to their site and making the conversion - only to fall at the final hurdle.
It really doesn't need to be this way, though. That's why we've created this guide, to take a look at what makes a great payment process from a user's perspective. By reducing friction at the checkout, and using smart design and flexible payment options to prevent any potential blockages for your customers. We'll also look at the crucial role testing plays in creating a great checkout process.
In the introduction, we painted a picture of some worst case scenarios, of a complete failure on the checkout page. But in truth, it doesn't take that much to put people off, it can just be a small annoyance that jolts them out of the process and see them drift elsewhere. It can be something as simple as having to re-enter details, or an extra unexpected cost, or a clunky form. When the customer is there to make the payment, the last thing you want to do is give them a reason to reconsider.
On the other hand, a smooth, intuitive checkout UX can have a multitude of benefits:
B2B buyers expect the same smooth checkout process that they experience on consumer sites. Make sure you maximise the potential of your checkout process whoever you are trying to appeal to.
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As consumers, we've all come to expect certain standards and procedures when it comes to making payments online, and there are certain unconscious checks that we run through in our heads to make sure we are buying from a reputable supplier. And if anything looks slightly unexpected or clunky, it sets off a warning that maybe we should reconsider. These warnings can be triggered by something relatively harmless, but you need to make sure your payment page passes these unspoken checks.
The key is to ensure that your page feels seamless and professional. Anything that looks slightly amateurish or clunky will put your customers on edge. Here are some key features to focus on:
Your payment is an underused opportunity to enhance your customer's user experience. It's a part of your brand, and should therefore be consistent with the rest of your site as one part of the same smooth process.
So how do ensure your carts won't be one of the 70% that get abandoned before the purchase process? Like most things in life, it all comes down to getting the right balance. You want to be able to offer plenty of different payment options, but without overwhelming them. Many customers will have a preferred payment method, and you need to make sure your system is compatible with that. Here are our tips:
For B2B sellers, payment service providers like iwocaPay make it easier to give buyers what they want. With iwocaPay, your customers can choose to Pay Now or Pay Later, while you get paid instantly – no chasing invoices, no cash flow headaches.
Friction is the enemy of conversions. The harder it is to pay, the more likely customers are to leave. Removing unnecessary barriers is one of the fastest ways to improve checkout performance.
One important step is to auto-fill customer data wherever possible. Returning customers appreciate not having to retype the same details, and even first‑time users benefit from integrations with browsers or devices that can store information securely. Alongside this, giving people the option of a guest checkout can be a game changer. Forcing new customers to register an account is a major cause of abandoned carts; letting them pay quickly without that extra hurdle shows you respect their time.
Checkout forms should also use smart defaults to keep the process moving. If the billing address is the same as the delivery address, pre‑populate the field. If one shipping method is clearly the most popular, put it at the top of the list.
Errors will inevitably crop up in your process, which are always going to be frustrating for your customer. When this happens, make sure you display clear error messages that explain exactly what needs to be corrected - don't make them have to work out what is required, because most of the time they just won't bother. The same principle applies to the overall design of the form. Asking only for essential information keeps the number of fields to a minimum, and the fewer fields there are, the less chance a mistake will be made, and the faster the purchase can be completed.
In short - don't leave unnecessary barriers for your customers to trip over.
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No checkout is ever perfect forever. Customer expectations change, new devices appear, and payment technologies evolve. The best way to keep your business moving forward is by reviewing
Start by tracking key metrics: cart abandonment rates, the time it takes to complete checkout and your overall conversion rate. These numbers give you a clear picture of where and why customers may be dropping out. It’s also valuable to run user testing sessions, where you observe real customers going through the process. This is a great way to spot those niggly little usability problems that aren’t immediately obvious.
A/B testing is another very powerful tool in your arsenal. Compare two different layouts, button placements, or wording choices to see which performs best. Even minor design tweaks can have a measurable impact on how many users complete the process, but you won't know until you test them. And of course, don’t underestimate the value of direct customer insight. Asking for feedback after purchase helps identify pain points that might not appear in analytics.
By combining data, observation, and feedback, you create a cycle of continuous improvement. Regular refinements ensure your checkout stays smooth, competitive, and aligned with customer expectations.
Ready to improve your checkout UX and boost conversions? See how iwocaPay can help build trust with your customers with a free demo.
https://www.statista.com/statistics/477804/online-shopping-cart-abandonment-rate-worldwide/
