Checkout is where intent becomes revenue — or where it leaks away. The average cart abandonment rate sits around 70%, and much of it is avoidable friction. This guide breaks down what to fix, in priority order.
The optimisation checklist
- Minimise fields and steps; defer anything non-essential
- Add postcode lookup and address autocomplete
- Validate inputs in real time with clear inline errors
- Offer guest checkout and trusted payment options
- Make it fast and frictionless on mobile
- Verify addresses to prevent failed deliveries
Start with the address step
The address form is the densest pocket of friction. Read checkout UX best practices, how to reduce failed deliveries, and the address data quality guide.
Build it in
Add lookup with the address autocomplete API or the postcode lookup API.
Frequently asked questions
How do I optimise my checkout?
Reduce fields and steps, validate inputs in real time, add address autocomplete, offer clear payment and shipping options, and remove distractions — each cut in friction lifts completion.
What's the fastest checkout win?
Replacing the manual address form with postcode lookup and autocomplete is one of the highest-ROI changes: it cuts keystrokes, errors and failed deliveries at once.
Does checkout optimisation reduce failed deliveries?
Yes — verifying addresses against Royal Mail PAF at the point of entry means orders ship to real, correctly formatted addresses.
Ready to get started?
Add Royal Mail PAF-verified UK address lookup to your site in minutes — start free, no card required.