How to customize Shopify checkout page and sell better?

Written by: Lauren

Published: Dec 14, 2023

6 minutes read

Ultimate guide to shopify checkout customizations

In the realm of eCommerce, the checkout page stands as a pivotal crossroads where visitors transition into valued customers. Understanding how to effectively customize Shopify checkout page becomes a game-changer for merchants striving to tailor their online storefronts to perfection. This article serves as a comprehensive guide, offering insights into the most practical and widely employed customizations for the Shopify checkout page. Moreover, we will explore the significance of a tailored Shopify checkout page, ensuring that merchants fully grasp the opportunities that lie within this critical aspect of their online business.

Default Shopify checkout page

Presently, the default Shopify checkout page comes in two layouts: the one-page checkout and the multiple-page checkout (three pages). Notably, the ability to switch between these layouts is exclusive to Shopify Plus merchants. Plus merchants are also able to fully customize Shopify checkout page as exclusive benefits for them. Non-Shopify Plus merchants were automatically directed to the one-page checkout lately. 


By default, the Shopify checkout page comprises sequential sections: Cart, Shipping Information, Payment, Order Review, and Order Confirmation/Thank You page. In the one-page checkout, all these sections are consolidated onto a single page, while in the multiple-page checkout, each section is allocated to distinct pages. To fully customize the Shopify checkout page and try out different layouts, upgrading to Shopify Plus gives you more flexibility to adjust the customer's experience during checkout.


The default Shopify checkout page looks like this (one-page checkout and three-page checkout): 

Why do merchants should customize shopify checkout page?

The checkout page is where visitors actually become a customer by completing their purchases. Its role in closing the sales loop cannot be overstated. 

One default checkout page cannot work best for millions of stores in the Shopify ecosystem. 


Issues and opportunities can arise from the checkout page: 

  • Cart abandonment. Customers leave without completing their purchase due to various reasons. 
  • Brand consistency leads to brand loyalty: The checkout experience shapes the overall perception customers have of your brand. It is almost the final touch between the brand and customers (excluding the marketing activity to boost return customers). A seamless checkout process and strong impression can enhance customer satisfaction and loyalty. Since the competitiveness in eCommerce is getting more intense, making customers remember your brand is vital. 
  • Increase average value per order: Upselling and cross-selling are no longer new tactics in eCommerce. Merchants can include upselling, and cross-selling in many places in their stores and the checkout page is no exception. 
  • Complex process in managing orders for limitation in Shopify default checkout: In some cases, store owners will need special required information on their checkout page to ensure a smooth managing order process.

How To Customize Shopify Checkout Page?

Before jumping into the steps to customize your checkout page, it's important to understand the distinctive customization capabilities between Shopify Plus merchants and other Shopify plans. 

1. For Basic Shopify merchants or higher Plans

Basic Shopify merchants and those with higher plans can customize their checkout page by integrating third-party apps from the Shopify Partners ecosystem. These apps offer the flexibility to modify some basic elements, payment methods, and delivery options. 


Here's a summarized process:

Step 1: Explore the Shopify App Store to find a customization app that aligns with your business needs.
Step 2: Customize the payment or delivery methods within the selected app. 
Step 3: Configure and activate your customizations (the steps are the same for both payment methods and delivery options customization)

  • After installing the customization app, head to your Shopify Admin: 
  • Shopify Admin > Settings > Payments
  • In the Payments section, click "Manage," add your customization, configure it, and then hit "Activate."

2. For Shopify Plus merchants

Checkout customization is one of the most exclusive benefits of Shopify Plus merchants. This goes beyond all the elements, allowing customizations over branding, fields, extensions to upsell, cross-sells, displaying reviews, trusted badges, and more. 


Merchants can customize their checkout page through Checkout Extensibility, utilizing checkout customization apps or the Checkout Editor. While merchants currently have the option to make code-based edits to their checkout page using Checkout.liquid, it's important to note that Checkout.liquid will cease to be supported after August 2024.


Consequently, we strongly advise against using Checkout.liquid for any future customization efforts.

Using Checkout Customization Apps:

  • Choose suitable apps from the Shopify App Store based on your customization needs.
  • Execute all customizations within the selected app.

Using Checkout Editor:

  • Access it in your Shopify Admin: Shopify Admin > Settings > Checkout
  • In the "Checkout" section, click on "Customize" to enter the Checkout Editor.

Customize Shopify Checkout Page By purposes

1. Enhancing brand

Merchants can customize Shopify checkout page, ensuring it aligns with their brand style down to the smallest details. While not a pivotal factor directly linked to business growth, this customization contributes to leaving a lasting positive impression on customers visiting the store. 


To illustrate, consider the distinction between a custom Shopify checkout and the default version as the pictures above. In the competitive realm of eCommerce, where the competition intensifies daily, creating a memorable and distinctive impression fosters customer retention and brand loyalty. With customization options extending to typography, color, spacing, borders, and various elements like buttons, headers, forms, and the favicon, businesses can tailor the checkout UI to their specific brand aesthetic.

reasons for abandonments during checkout

Clay Imports: customize Shopify checkout page with brand color and logo. 

2. Building Trust

Building trust throughout the entire buying journey is vital to preventing customer drop-offs and reducing abandonment rates. It can be done with these extensions:

2.1 Trust badges and security icons

Merchants can strategically display trust badges representing payment methods, the store's guarantee policies, and important certificates like SSL. This customization serves as a visual reassurance for customers, signaling the security and reliability of the transaction process. Placing these badges prominently on the checkout page, especially near payment-related sections, reinforces the commitment to secure transactions. 

By customizing the presentation of these trust indicators, businesses not only communicate their dedication to security but also contribute to a sense of confidence that encourages customers to proceed with their purchases.

2.2 Displaying customer testimonials on the checkout page

This is a powerful strategy to build trust and confidence in the purchasing process. Leveraging social proof, where potential buyers can see that many others have successfully purchased the same items, instills a sense of certainty in their decision-making. 

With these extensions included, merchants can create a more personalized and engaging checkout experience. Placing these testimonials strategically on the checkout page, alongside product details, or near the payment section, provides reassurance to customers. 

To customize Shopify checkout page in this way not only contributes to a positive shopping experience but also increases the likelihood that customers will complete their orders. The testimonials let customers know that others have had positive experiences with the products they are about to purchase.

reasons for abandonments during checkout

Valante displayed the customers' review on checkout page and icon from third-party site of Trustpilot. 

2.3 Transparency in policies and terms such as shipping or return policy

Addressing the importance of transparent and easily accessible shipping and return information is crucial for establishing customer trust. Customers value clarity in the buying process, and unclear shipping and return policies can lead to frustration and potential cart abandonment. 

To set clear expectations, businesses should customize the presentation of their policies on the checkout page, using accessible language and visuals. Placing this information prominently ensures that it is easily visible and reduces the likelihood of surprises during the purchasing process. By detailing any potential additional charges upfront and using customer-friendly language, businesses can foster trust and confidence. Real-life examples of businesses with effective, transparent policies can serve as inspiration, highlighting the positive impact on customer satisfaction and loyalty. Consistently providing transparent information builds trust, encouraging customers to return to a store where they feel well-informed and confident in their purchasing decisions.

3. Upselling and Cross-Selling

Upselling and cross-selling can be adapted in various places within the online store. Merchants can totally customize Shopify checkout page to include extensions to offer customers the recommended products. It can helps increase average order value if executed thoroughly with a good strategy. 

The placement can be anywhere on the checkout page such as in the order review section or among the sections of shipping information or payment.

Effective Strategies for Upselling and Cross-Selling 

reasons for abandonments during checkout

This store Purest Co offers recommended products but with even higher price than the in-cart item. 

  • Don't be too greedy! Whether you choose to upsell or cross-sell on the checkout page, take notice to offer customers products based on their in-cart items. Merchants should not offer products that increase customer's total cart value too much. Certainly, the more you can increase order value, the more revenue you get. But in most cases, the more they have to pay than intention, the higher rejection rates for the offers. So carefully when choosing the products to offer to customers. 
  • Personalize as much as possible: To personalize the upsell and cross-sell offers, it requires merchants to spend their time planning and setting up the trigger for offered products. It will take more effort from merchants but the more personalized the offers are, the more chance that customers will accept them. 
  • Be ready for many tests and failures: Conduct A/B testing on different aspects of the upsell and cross-sell extensions to find the plan that works the best. There are many things merchants should test such as products to offers, trigger settings, placements, etc.

4. Custom Fields for Complex Requirements

In many cases, merchants will have more complex requirements for their checkout page to ensure a smooth work process for them or the buying experience for customers. 

Let’s take a look at the example use case below to understand why.

Use Case - Customize Shopify Checkout Page To Collect More Shipping Details

enGold is a brand that sells heavy and big types of furniture. They need information from the customer to choose whether that order incurs extra shipping costs based on the number of flights or steps. Since even with 1 or 2 extra steps, the shipping fee will be higher. Therefore, on their checkout page, enGold teams want to include custom fields for customers to select the shipping details. The Shopify default checkout page cannot do this. Without the custom fields, enGold will have to contact customers one by one to collect details about the shipping instructions and recalculate the shipping fee, and total order amount. In that case, the buying experience is negatively affected by customers also since they have to wait for another contact from the store to get the final total cost. 

reasons for abandonments during checkout

EnGold added custom fields to collect additional information for shipping methods.

Merchants can add custom fields to their checkout page for various demands based on each store's selling strategy or type of business. Some common use cases for the custom fields on the checkout page are to collect information from customers such as gift messages, shipping instructions, date picker, etc. 

5. Enhancing Conversion Rates through Customization

Apart from incorporating extensions to boost trust on the checkout page, there are additional extensions that can be integrated to enhance the conversion rate. Merchants can implement a cart countdown banner, creating a sense of urgency to prompt customers to finalize their orders promptly, minimizing the risk of abandonment. This banner can also serve as a communication tool, providing shipping notices or important warnings to customers. Another commonly used customization involves adding a progress bar and keeping customers informed about their advancement toward a promotional or discount offer.

6. to reduce friction

To reduce friction on the checkout page, merchants can improve the abandonment rates for their stores. Apart from the the previous customizations that we mentioned which add more extensions on checkout, merchants can customize Shopify checkout page and reduce the information, steps and reduce friction from there. Merchants can add some custom fields and also can reduce the unnecessary fields on their checkout page to streamline it. Moreover, the cart sections can be customized and allow customers to directly update their in-cart items on the checkout page without navigating back to the Cart page.

Conclusion

Improving the checkout process is essential for a positive customer experience during a critical shopping stage. Even subtle elements like button color and placement can profoundly influence your customers, motivating them to finalize their purchases. Therefore, merchants must know how to customize Shopify checkout page in the right way. Experiment with it – thoughtfully implementing checkout options can elevate your site, leading to more purchases and overall improvement. Try to customize your Shopify checkout page today and sell better with no-coding skills required using qikify Checkout Customizer!

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