Ask an Expert is an occasional feature where we ask experienced e-commerce professionals questions. This time, I am a long-time e-commerce developer. front levelis an Italian-based agency serving online sellers all over the world.
He discusses solutions for slow e-commerce checkouts.
Practical e-commerce: How can merchants diagnose and repair slow e-commerce checkouts?
Arjus Dashi: In e-commerce, faster page loads mean more revenue. But no page is more important than the final step in making or breaking a sale: the checkout. Here are some common causes of slow checkouts and top solutions to fix them.
Arjus Dashi
Common problems:
- Integration with unoptimized code. Checkout pages include complex operations such as real-time inventory checks. Fraud detection tools, shipping calculators, payment gateways. Each adds an external API call. Inefficient or buggy code can significantly slow down these connections and frustrate users.
- Server overload. Sellers using standalone hosting companies should stress test their servers’ peak traffic levels. For example, an e-commerce site that expects 100 concurrent users on Black Friday needs to make sure the checkout can handle that load and a 20% buffer.
- complex process. Long forms, unnecessary fields, required account creation, and excessive verification steps can frustrate users. A cluttered experience creates confusion; abandonment.
- Lack of transparency. Unexpected shipping and other charges can make you hesitant. Users value honesty. Hidden fees undermine trust and lead to lost sales.
How to fix:
- Refactor your code and dependencies. Use Chrome or Mozilla’s inspection tools to Analyze checkout performance. Go to the checkout page and open the inspection tool (Mac: Command + Option + I. Windows/Linux: Ctrl + Shift + C). Then start recording in the “Recorder” tab. Reload the page and stop recording once it has finished loading. Timeline provides insight into JavaScript, API calls, CSS, and layout changes to identify bottlenecks and optimize dependencies for faster load times.
- Monitor performance regularly. Lighthouse, available as a browser inspection tool, analyzes page performance. Highlights the slowdown and provides practical solutions. One important metric is TTFB (“time to first byte”), which measures how quickly the server responds to the first request. A high TTFB often indicates hosting inefficiency.
- Use a reliable SaaS platform. Many reputable SaaS e-commerce platforms have robust and optimized checkouts for high-traffic scenarios. Examples include Shopify, BigCommerce, Wix, and more.
- Simplify the process. Streamline checkout Eliminate unnecessary steps. (i) provide guest checkout to avoid mandatory account creation; (ii) remove optional fields; and (iii) display a progress bar so users can track their steps. Please consider.
- Disclose all costs. We will disclose shipping and handling charges in advance. Build trust and reduce confusion at checkout.
