Funnel Fix Friday: Optimising The Checkout for Outdoor Sports E-Commerce

After clocking up the summer miles, it’s time to refresh the running gear—specifically, new shoes! In my search, I came across The Running Outlet, and while they have some great products, the checkout process could use some optimisation. As a conversion marketing specialist, I focus on smoothing every touchpoint in the customer journey—especially at the checkout stage. Drawing on insights from my book Optimising the Invisible, let’s explore key friction points and the optimisations that can enhance conversions and drive customer satisfaction.

1. Product Page: Missing Immediate CTAs

Issue: The “Buy Now” or “Add to Cart” button is below the fold on the product page, meaning customers have to scroll before they can take action. Research shows that 70% of website visitors never scroll below the fold, meaning a lack of a clear CTA can result in lost conversions.

Solution: Place the CTA above the fold, ensuring it’s one of the first things users see. According to a study by HubSpot, placing a clear CTA in a prominent position can increase click-through rates by up to 121%. By making the CTA accessible and immediate, you remove friction from the decision-making process and nudge the customer toward completing the purchase more efficiently.

Stat: Studies show that sites with CTAs visible above the fold increase conversions by 47% compared to those that don’t.

2. Pop-Up Timings: Poorly Placed Discount Offers

Issue: The 5% discount pop-up appears just as I’m trying to scroll to the purchase button. While pop-ups offering discounts can be effective (with some reports indicating 10-15% conversion lift), poorly timed pop-ups frustrate users and interrupt their flow, leading to higher bounce rates.

Solution: Adjust the timing and placement of the pop-up. Pop-ups triggered by exit intent or after adding an item to the cart convert better, without disrupting the browsing experience. Studies show that exit-intent pop-ups convert at an average rate of 4.7%, compared to generic pop-ups which have a conversion rate below 2%. This suggests that pop-ups should be a strategic tool rather than a disruption to the user’s experience.

Stat: Pop-ups deployed at strategic moments (such as exit intent) can reduce cart abandonment by 10-15%, increasing sales conversions overall.

3. Cart and Checkout Button: Lack of Contrast

Issue: Once an item is added to the cart, the checkout button lacks visual distinction. It blends into the page, which makes it harder for customers to know what to do next. According to the principles in Optimising the Invisible, one of the key factors to increase conversions is visual hierarchy—buttons leading customers toward the next step must be obvious.

Solution: Redesign the checkout button with a high-contrast colour and increase its size. In studies conducted by the Baymard Institute, a clear, distinct CTA can improve conversions by 11.4%, as it guides users smoothly through to checkout without hesitation. 

Stat: Improving button contrast and visibility increases click-through rates by 45-60%.

4. Checkout Process: Confusing Layout and Irrelevant Prompts

Issue: The checkout page begins with confusing prompts, including FAQs and zone matching, distracting the customer from completing their purchase. This clutter can cause confusion and hesitation, leading to abandoned carts. Research by the Baymard Institute shows that 28% of users abandon their cart because the checkout process is “too complicated or too long.”

Solution: Hide irrelevant prompts or move them further down the page to allow customers to focus on entering their details and completing their purchase. Simplifying the checkout flow can reduce abandonment rates. In Optimising the Invisible, we learn that creating an intuitive, step-by-step checkout process can significantly boost conversions.

Stat: 26% of customers abandon checkout due to a long or complicated process, according to Statista.

5. Payment Options: Overloaded with Klarna, Missing Apple Pay

Issue: The checkout page heavily promotes Klarna as a payment option, which could confuse users or make them think it's the only available method. At the same time, Apple Pay—a fast, popular option for mobile users—is missing. In 2023, 50% of all e-commerce traffic comes from mobile devices, and customers expect faster payment options like Apple Pay or Google Pay.

Solution: Add Apple Pay as a payment option and tone down the emphasis on Klarna. PayPal’s internal study showed that offering a variety of payment methods can increase conversion rates by 56%, as it gives customers the flexibility to choose their preferred method. In fact, 29% of mobile shoppers abandon checkout if their preferred payment method is not available.

Stat: 37% of customers say they would abandon a purchase if their preferred payment method wasn’t available, according to a study by Barilliance.

---

6. Final Checkout Button: Poor Visibility

Issue: The final checkout button lacks prominence and doesn’t stand out from the surrounding elements. Users may struggle to identify it, leading to hesitation or abandonment. The checkout button is the final hurdle in the purchase journey, and any uncertainty at this stage can impact conversion rates.

Solution: Increase the size, boldness, and colour contrast of the checkout button. In Optimising the Invisible, the importance of clear, standout CTAs is highlighted, with evidence showing that a well-designed button can improve conversion rates by 35%. 

Stat: Studies show that improving the final checkout button’s visibility can reduce cart abandonment by 20-25%.

Final Thoughts: The Importance of a Smooth Checkout Flow

The Running Outlet has a strong product selection but could significantly benefit from a more streamlined and visually clear checkout process. By implementing these small but impactful changes, they could see improvements in customer satisfaction and higher conversions. Drawing on the principles from Optimising the Invisible, the key is to reduce friction, create a clear user flow, and provide a seamless experience that guides the customer to checkout without distraction.

If you’re running an outdoor sports e-commerce site and would like an in-depth funnel review, drop me a message or comment below!

#FunnelFixFriday #CheckoutOptimisation #OutdoorSportsEcommerce #ConversionRate #CRO #UserExperience #DigitalMarketing #EcommerceTips