If you sell anything online, from digital products and subscriptions to event tickets, your checkout page is the place where interest turns into revenue.
A checkout page is the final step of the checkout process, where customers review their order, enter their checkout information, and complete payment. While many checkout experiences focus only on processing a transaction, a well-designed checkout page can also play a persuasive role by helping customers feel confident about their decision to buy.
This is an important distinction. Some payment pages are optimized purely for speed once a buyer has already decided to buy. Others give businesses more flexibility to reinforce value at the point of purchase, using elements like product descriptions, images, social proof, upsells, or limited offers.
In this guide, we’ll explain what a checkout page is, how the checkout process works, and what makes an effective payment checkout page. You’ll also see real checkout page examples and practical best practices drawn from ecommerce and digital product businesses across different industries.
What is a checkout page?
A checkout page is a web page where customers complete a purchase by providing the information needed to process payment and fulfill an order.
In its simplest form, a checkout page collects essential checkout information such as a customer’s name, email address, and card payment details. More advanced checkout page designs may also include product summaries, detailed descriptions, images, guarantees, or upgrade options to help customers finalize their decision.
This is where checkout pages differ from basic payment forms. While a minimal payment checkout page works well when purchase intent is already high, a more flexible checkout page can support persuasion and conversion by answering last-minute questions, reducing uncertainty, and clearly communicating value.
Checkout page vs shopping cart
A checkout page and a shopping cart are closely related, but they serve different roles in the checkout process.
The shopping cart
A shopping cart is primarily a review and management step. It allows customers to see what they’ve added, adjust quantities, remove items, and compare prices before deciding to proceed. In ecommerce, the cart acts as a holding area while shoppers continue browsing or evaluating their options.
The checkout page
A checkout page is where the purchase decision is finalized. This is where customers enter their checkout information, choose checkout options such as payment method or shipping (if applicable), and complete the transaction. In many cases, clicking a “checkout” or “buy now” button moves the customer from the cart to the ecommerce checkout page.
The key difference lies in intent. The shopping cart supports exploration and comparison, while the checkout page supports completion and confidence.
A good checkout page focuses on reducing friction and uncertainty at the final step, whether that means simplifying the form, clearly showing costs, or reinforcing value with concise product details and trust signals.
How does a checkout page work?
A good checkout page should remove friction while giving customers enough information to confidently complete their purchase.
At a minimum, most checkout pages include:
- An order summary
A clear overview of what the customer is buying, including product details, pricing, and any discounts or taxes applied. - Essential checkout information fields
Only the information required to process payment and fulfill the order, such as contact details, billing information, and, for physical products, shipping details. - Checkout options and payment methods
Offering multiple payment methods can improve completion rates by matching customer preferences and regional expectations. - Clear calls to action
Primary actions like “Pay now” or “Place order” should stand out and clearly communicate the next step in the checkout process.
Beyond these basics, many modern checkout page designs also support persuasion at the final decision point. This may include product descriptions, images, guarantees, trust signals, or optional upgrades that help customers feel confident about their purchase.
Not every business needs the same level of persuasion. For simple or low-risk purchases, a minimal payment checkout page may be enough. For higher-priced products, subscriptions, or digital offerings, a more flexible checkout page can help address hesitation without adding unnecessary friction.
Types of checkout pages
There are multiple types of checkout pages, with the most common ones being the one page checkout, multi-step checkout, and subscription checkout. Each of them is tailored to different shopping experiences and customer needs.
Multi-page checkouts used to be the norm for ecommerce, but the popularity of one-page checkouts has redefined customer expectations for a faster, more convenient online shopping experience.
One page checkout
Also known as a one-step checkout or single-page checkout, this type of checkout is designed to make the final step of an online purchase as quick and effortless as possible.
A one-page checkout combines the entire checkout process into a single page, allowing customers to review their order, enter checkout information, select payment options, and complete the purchase without navigating between multiple screens.
This checkout page design is popular because it reduces page loads and keeps customers focused on a single task.
One-page checkouts work especially well for digital products, event tickets, and straightforward purchases where shipping details are minimal or not required.
Benefits of one-page checkouts include:
- Fewer steps and clicks in the checkout process
- Faster completion on desktop and mobile devices
- Lower friction for customers who have already decided to buy
Because all elements appear on one page, good layout and visual hierarchy are essential. Long or poorly structured forms can overwhelm users if not carefully designed.
You may also see one-page checkouts referred to as:
- Single-step checkout
- Express checkout
- Quick checkout
- “Buy now” checkout
Multi-step checkout
A multi-step checkout breaks the checkout process into multiple pages or sections, such as shipping details, billing information, and payment.
This type of ecommerce checkout page is often used for physical goods, complex orders, or purchases that require more detailed information. Progress indicators and clear step labels help customers understand where they are in the process and what remains.
Multi-step checkouts can be helpful when:
- Multiple shipping options or delivery details are required
- Orders include several products or variants
- Businesses want to reduce cognitive load by showing fewer fields at once
The trade-off is speed. Poorly optimized multi-step checkouts can increase abandonment if customers feel the process is too long or repetitive.
Subscription checkout
A subscription checkout is designed for recurring payments rather than one-time purchases. This checkout page clearly communicates billing frequency, renewal terms, and what customers receive over time.
Subscription checkout pages are commonly used for:
- SaaS products
- Online memberships and communities
- Digital publications and content access
- Online courses and learning platforms
- Ongoing services
Because subscriptions involve an ongoing commitment, clarity is especially important. Effective subscription checkout pages often include concise explanations, reassurance about cancellation or renewal, and transparent pricing.
Checkout page examples
Checkout pages come in all shapes and sizes, and what works for one industry or business may not for another. Here are a few checkout examples and ideas, with a short analysis of how they could be optimized.
Example 1: Chewy
Chewy is a US-based ecommerce retailer specializing in pet food and supplies, offering one-time purchases as well as subscription-based delivery.
Checkout type: One-page ecommerce checkout page
What works well:
- Clear order summary with product images, making it easy to confirm the purchase
- Transparent pricing, with all costs shown on the checkout page
- Contextual explanations for why certain checkout information (such as phone number) is requested
- Real-time validation messages that help users fix errors quickly
What could be improved:
- The Autoship subscription messaging is long and competes with the main purchase decision
- The page contains a high density of information, which can feel overwhelming
- Lack of a visible guest checkout option may increase friction for first-time buyers
Example 2: Wiley
Wiley is a global academic publisher offering books, ebooks, journals, and online learning materials.
Checkout type: Multi-step ecommerce checkout page
What works well:
- Clear progress indicator that sets expectations for the checkout process
- Removal of navigation menus and other distractions during checkout
What could be improved:
- The number of steps feels high for simple digital purchases
- Mandatory account creation introduces friction and may lead to abandonment
This is a good example of a checkout designed for complex orders being applied to simpler transactions.
Example 3: Spotify
Spotify offers a subscription-based digital service with recurring billing.
Checkout type: Subscription checkout page
What works well:
- Minimal layout with no unnecessary distractions
- Short, focused form that only collects essential checkout information
- Clear primary call-to-action in a high-contrast brand color
- Brief explanation of why address information is required for a digital service
What could be improved:
- Billing timing and renewal details could be more visually prominent rather than placed in dense disclaimer text
This is an example of a payment checkout page optimized for users who are already familiar with the product.
Checkout page best practices
In this section, we’ll discuss the best practices for designing your checkout page based on Checkout UX and abandonment rate research by Baymard Institute.
☑ Only collect necessary checkout information
Ask only for the information required to process payment and fulfill the order. Each additional field increases friction and raises the likelihood of checkout abandonment, especially on mobile devices.
☑ Show total costs early and clearly
Display the full order total — including taxes, fees, and shipping — as early as possible in the checkout process. Unexpected costs are one of the most common reasons users abandon an ecommerce checkout page.
☑ Offer guest checkout where possible
Avoid forcing account creation before purchase. A guest checkout option allows customers to complete payment quickly and reduces drop-off from first-time buyers. Account creation can be offered after checkout instead.
☑ Remove distractions from the checkout page
Eliminate navigation menus, ads, and unnecessary links. A focused checkout page design helps users complete the purchase without losing attention or second-guessing their decision.
☑ Make delivery or access details clear
For physical products, clearly show shipping options, costs, and delivery timelines. For digital products and subscriptions, explain access, delivery method, or renewal terms just as clearly.
☑ Use visible but minimal trust signals
Reassure customers that their payment and personal data are handled securely. Use recognizable payment processors and subtle trust indicators near payment fields without overwhelming the page.
☑ Support persuasion without slowing checkout
Use concise descriptions, images, guarantees, or optional upgrades to reinforce value at the final decision point. Persuasive elements should reduce hesitation, not distract from completing payment.
☑ Test and refine your checkout page design
Small changes to form layout, copy, or checkout options can have a measurable impact on conversion rates. Regular testing helps keep your checkout aligned with customer behavior and expectations.
📖 Read more: ways to optimize your checkout and increase conversion rates
What you shouldn't do on a payment page
✘ Don’t hide costs or add surprises
Unexpected fees or “drip pricing” increase abandonment. Show the full order total early, including taxes, shipping, and any additional charges.
✘ Don’t force account creation
Requiring an account before purchase frustrates first-time customers. Offer guest checkout first and invite account creation afterward if desired.
✘ Don’t make the process unclear
Every step should be obvious. Confusing forms, unclear labels, or hidden buttons can lead to cart abandonment. Use progress indicators or clear section headings where needed.
✘ Don’t slow down the checkout
Long page loads or complicated error handling frustrate users. Optimize page speed, handle errors cleanly, and keep the form as simple as possible.
✘ Don’t overcomplicate security
While trust signals are important, excessive or confusing security prompts can distract users. Stick to recognized payment badges and subtle reassurance near the payment fields.
✘ Don’t overwhelm with unnecessary choices
Too many options, add-ons, or promotions can distract from completing the purchase. Present only relevant choices and keep upsells minimal and clear.💡
📖 Learn more: 10 proven ways to prevent checkout abandonment
Build high-converting checkout pages with best-practice features
Checkout Page offers tools that help you design pages optimized for conversion, clarity, and persuasion, while keeping the checkout process fast and frictionless. Here’s what we offer to make the creation of high-converting checkout pages simple for everyone:
Feature | How it supports conversion |
|---|---|
Unlimited custom checkout pages | Test multiple designs and layouts to see what converts best |
One-page and multi-step checkout options | Match the checkout type to product complexity and audience needs |
Order bumps & one-click upsells | Increase average order value without adding friction |
Cart abandonment emails | Automatically recover lost revenue |
Custom billing & subscription models | Support one-time payments, recurring subscriptions, payment plans, or pay-what-you-want models |
Digital product delivery | Instant delivery with variant-specific file options improves satisfaction and trust |
Mobile-optimized layouts | Ensures a seamless checkout experience on any device |
Custom branding & CSS | Align pages with your brand and improve credibility |
Embedded or hosted pages | Smooth experience in websites, funnels, or pop-ups |
Multiple payment methods | Accept cards, wallets, Apple/Google Pay, Buy Now Pay Later, and international payments |
Advanced analytics | Track conversions, page views, and revenue to optimize your checkout page design |
Conditional logic & custom fields | Collect exactly the information needed while keeping forms simple and frictionless |
Conclusion
Your checkout page is where decisions are followed through to their conclusion (or not). Every element, from layout to images to form fields, influences whether a customer completes their purchase. By applying best practices, testing designs, and adding persuasive touches like product descriptions or upsells, you can create checkout pages that sell more without slowing the process.
Checkout Page gives you the tools to do this in just a few minutes: mobile-ready layouts, customizable branding, one-click upsells, automated cart recovery, and analytics.
☞ Start your 7-day free trial today and see how simple, flexible, and effective checkout pages can transform your sales.
Frequently asked questions (FAQs)
What is a checkout page and how does it work?
A checkout page is the final step in an online purchase where customers enter checkout information, select payment options, and complete the transaction. It works by collecting essential details like billing and shipping information, showing an order summary, and providing a secure way to process payments.
What are the best checkout page designs for ecommerce?
The best checkout page design balances simplicity and persuasion. Key elements include a clear order summary, minimal required checkout fields, multiple payment options, visible trust signals, and concise product information. One-page checkouts are often preferred for speed, while multi-step checkouts work well for complex orders.
How does a checkout page differ from a shopping cart?
A shopping cart allows customers to review, edit, and compare products before buying, acting as a holding area. A checkout page is where the purchase is finalized, and customers provide payment and shipping information. The checkout page focuses on completion and reducing friction, while the cart supports exploration.
What are checkout page best practices to prevent abandonment?
Best practices include showing full costs upfront, offering guest checkout, removing distractions, only collecting necessary checkout information, using clear calls-to-action, displaying delivery or access details, and subtle trust signals. Testing and refining designs regularly can further increase conversions.
Are one-click checkouts and express checkouts the same thing?
One click checkouts were first popularized by Amazon (who owns the “1-click” trademark) and are now widely offered by checkout and ecommerce software. It also refers to ‘buy now’ or ‘pay now’ buttons that bypass the shopping cart and take users directly to the checkout payment page.
Customers either need an account with the payment processors or have previously entered and saved information with the merchant/retailer.
