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Optimizing your WooCommerce checkout page is vital for the growth of your eCommerce store. It’s an effective strategy to implement if you want to boost revenue.

If your business is at a point where revenue has stagnated, this might indicate it’s time to optimize your checkout page. Although revenue stagnation is a good trigger, you can still optimize your store at any stage of its life cycle — even when it’s newly launched.

Let’s learn more about the WooCommerce checkout page and how to optimize it for more conversions.

WooCommerce checkout page: An overview

Before we delve into the intricacies of a WooCommerce checkout page, we first need to understand what a checkout page is.

A checkout page is a webpage displayed to customers as the final part of an online purchase. The purpose of a checkout page is to collect all necessary customer information to facilitate payment and shipping.

Relevant information you need from your customers includes:

  • Billing information.
  • Shipping information.
  • Contact details.

Now that you know what a checkout page is and why it’s important, let’s explore what a WooCommerce checkout page is.

A WooCommerce checkout page is a checkout page built with WooCommerce, a free eCommerce plugin for WordPress websites.

Many successful online stores ditch templates and customize their WooCommerce checkout pages. But why is this important? Let’s find out.

Benefits of customizing your WooCommerce checkout page

Benefits of customizing your WooCommerce checkout page.

An eCommerce website lets you push customers further down your sales funnel by allowing you to tweak its features. A checkout page is one of those components you can tweak.

Below are important benefits you can gain from customizing your WooCommerce checkout page.

Customization simplifies the checkout process

A complicated checkout process deters clients from checking out. This leads to lost sales and reduces the overall profitability of your business. Customization streamlines the checkout process and increases your chances of making a sale.

It reduces the cart abandonment rate

A 2023 report by Baymard Institute reveals that 70.19% of shopping carts are abandoned across all eCommerce industries. About 18% of online shoppers abandon their carts due to a long or complicated checkout process.

Customizing your checkout page can help you reduce cart abandonment.

It enhances the user experience on your website

Customizing your checkout page makes your store more visually appealing and easy to navigate. This helps you provide a superior shopping experience, making the checkout process more enjoyable for the customer.

It gives you a competitive edge

With many online stores creating generic checkout pages, you can stand out by creating a distinct customer experience. A customized checkout page creates a lasting impression in the minds of your customers, giving you a competitive edge.

Elements of a WooCommerce checkout page

Elements of a WooCommerce checkout page.

A functional checkout page has several essential features that help customers place orders successfully.

Billing address

Payment gateways use billing addresses to authorize payments by comparing the address on the card with the address a customer provides during checkout. It prevents fraudulent transactions by ensuring the payment is initiated by the cardholder.

Payment method

Payment methods let customers pay for their purchases. Customers have a stronger sense of security when your checkout page offers multiple payment gateways, allowing them to choose an option that’s convenient and accessible.

Shipping address and options

Customer orders are sent to the address they provide in the shipping field, using the shipping option they choose. A shipping option lets customers choose how they want their order to be shipped. Options include standard shipping, expedited shipping and local delivery or pickup.

A progress indicator

Although progress indicators are useful features, not all checkout pages have them. Even with a short checkout process, customers still need to know where they are in the multi-step checkout journey.

Adding a progress indicator fixes this problem and helps you outsmart your competitors.

Order review and confirmation

This section lets customers review order details (i.e., products ordered, shipping information and total cost) before making payments. Ensure there are no additional charges, as this can lead to cart abandonment.

Trust badges

Trust badges build your customers’ trust in your store and dispel their fear of data breaches. Online shoppers who feel safe and secure on a website are more likely to complete a transaction.

Examples of trust badges you can add to your online store are SSL trust badges, endorsement badges, secure payment badges and policy-specific (free return or shipping) badges.

How to create a checkout page in WooCommerce 

Every business has unique requirements that determine the kind of checkout page it needs. In this section, we’ll look at how you can create a WooCommerce checkout page that’s easy to use, secure and optimized for conversions.

While you can create a new checkout page from scratch, you can save time by customizing the default WooCommerce checkout page.

Here’s a detailed tutorial:

1. Install and activate WooCommerce

To get started, add WooCommerce to your WordPress website if you haven’t already done that. Log in to your WordPress admin dashboard and click Plugins > Add New. Type WooCommerce in the search bar and tap Install.

Once the plugin is installed, activate it and set up your WooCommerce store.

2. Locate the default checkout page

Once you install and activate WooCommerce, the plugin will automatically create a default checkout page for your store.

To locate the general checkout page, navigate to Pages > Checkout from your WordPress admin dashboard.

3. Change the layout and design of your checkout page

You can change the layout of your store programmatically by using checkout hooks in the functions.php file. However, this requires strong coding knowledge.

If you have no coding knowledge, plugins are your best bet. Plugins offer a quick way to customize your checkout page. While there are numerous plugins to choose from, we’ll use Checkout Field Manager (Checkout Manager) for WooCommerce in this tutorial.

To install Checkout Field Manager for WooCommerce:

  • Download the plugin’s ZIP file from the WordPress plugins page.
  • Navigate to Plugins > Add New from your WordPress dashboard.
  • Tap Upload Plugin and upload the ZIP file you downloaded.
  • Once the installation is complete, go to Plugins > Installed Plugins and click Activate under Checkout Field Manager for WooCommerce.

4. Add or remove fields

While the WooCommerce checkout page comes with default fields, you may need to add custom fields to collect data from your clients.

For instance, if you’re selling digital products, you may need to add an email address field. And, if you’re running a promo, add a custom field where customers can enter a coupon code.

Here’s how to create a custom WooCommerce checkout field:

Add a new field.
  • From your WordPress dashboard, go to WooCommerce > Checkout.
  • Click Billing on the WooCommerce Checkout Field Manager page.
  • Select the field type in the new field modal and provide a name and other attributes.
  • Save changes.

Field types include select, text area, checkbox and radio buttons. The options available to you depend on your chosen plugin.

To remove a custom WooCommerce checkout field:

Remove a field.
  • Navigate to the billing page of Checkout Field Manager for WooCommerce.
  • Under the billing fields table, identify the field you want to remove.
  • Tap the toggle button under the Disabled column to disable the field.

The field will be removed from the checkout form.

5. Change text or labels

Changing the text or label of a field on the checkout page requires you to edit the field as follows:

Edit a text field.
  • Identify the label or text you want to change in the billings field table.
  • Click Edit on the far right.
  • Change the text or label of the field and save changes.

You can use this procedure to change other attributes like the default value, placeholder and the maximum and minimum lengths of a string in a field.

6. Set or remove field requirements

It’s possible to create a field with specific requirements. For instance, you can make a mandatory field so users have to fill it in before taking the next action.

To make a field required:

  • Add a new field using the procedure we provided earlier.
  • Or, from the billing fields table, identify a field you want your customers to fill.
  • Click the toggle button on the Required field to turn it on.

The field is now required. Customers can’t skip it.

7. Use shortcodes

Shortcodes are tiny pieces of code you can insert in different areas of your WordPress website, like pages, widgets and theme files. They display specific information on demand.

For instance, you can use a shortcode to display a specific page when certain conditions are met. This improves the interactivity of your website.

You can use the WooCommerce shortcode below to generate the default checkout page wherever you want.


However, not all shortcodes are compatible with WooCommerce, so be sure to check the compatibility of the shortcode you want to use.

8. Test your checkout page

After customizing your checkout page, run a quick test to ensure everything is working correctly.

Simulate the customer experience by adding items to your shopping cart and making a payment. This allows you to catch errors and fix them before your checkout page goes live.

How to optimize your WooCommerce checkout page for conversions

For your online business to remain profitable, you need to optimize your WooCommerce checkout page for more conversions.

Here’s how to do it:

Ensure your checkout page is mobile-friendly

A significant number of your customers shop on their mobile devices.

Up to 45% of internet users use their smartphones to shop online at least once every day. This means a significant percentage of the orders you receive are made through mobile devices.

Imagine how many sales you’ll lose if you don’t optimize your WooCommerce checkout page for mobile devices. And this isn’t just about the checkout page — your whole website must provide a seamless user experience for mobile users.

Simplify account creation or allow guest checkout

The cited report by Baymard Institute shows that at least 25% of online shoppers abandoned their carts because they didn’t want to create an account. That’s a huge loss in revenue.

In some cases, customers even forget their login credentials (i.e., usernames and passwords), which are required to access their accounts.

By offering guest checkout or letting customers sign up using a social login service, you can dramatically improve your conversion rate.

Reduce the number of steps in the checkout process

Less is more when it comes to the checkout process. Limit your checkout page to the most important steps, as too many steps can increase cart abandonment rates.

Remember, up to 18% of users abandon their carts due to long, overly complex checkout processes.

Use clear and concise language

Ensure all your communication is concise to enhance your checkout flow. Clear, concise language helps customers understand the actions you want them to take.

When your checkout page uses vague language and jargon, customers may become confused and abandon their carts.

Offer multiple payment options

The report by Baymard Institute also shows that at least 11% of online shoppers abandon their carts because websites do not offer their preferred payment methods. This is unsurprising because everyone has a preferred payment method that makes them feel safe.

There are many ways to accept payments on your WooCommerce website. Popular payment gateways include Apple Pay, PayPal and Stripe.

Provide a secure checkout experience

A secure checkout experience protects your customer’s data.

A secure checkout experience requires you to think beyond security badges.

Ensure you have an active secure sockets layer (SSL) certificate. It encrypts the connection between a web server and a user’s browser, ensuring customer data are safe and uncompromised. Companies like and GlobalSign provide high-value SSL certificates at a fee.

For an extra layer of security, consider enabling multi-factor authentication on your checkout page. This protects your customers’ financial information (e.g., credit card details) from unauthorized access.

Avoid extra charges at checkout

According to the report by Baymard Institute, additional charges at checkout are the leading cause of cart abandonment. Approximately 47% of users who abandoned their carts attributed their decision to extra charges.

Be transparent with your customers regarding the total amount they’re expected to pay so they don’t get any surprises in the order review and confirmation sections. That way, they don’t feel cheated.

Plugins and extensions to optimize your WooCommerce checkout page

Plugins enhance your store’s functionality and help you streamline business processes. Below are a few plugins to help you optimize your WooCommerce checkout page.

Checkout Field Manager (Checkout Manager) for WooCommerce

Checkout Field Manager is an open-source WooCommerce checkout page editor.

The Checkout Field Manager (Checkout Manager) for WooCommerce is one of the best checkout page editors. This open-source plugin allows you to delete, change and reorder checkout fields. It supports 20 popular field types, including text, file uploader, country, state and checkbox.

Price: Free plan available. Premium starts at $49 annually.

WordPress WooCommerce One Page Checkout

ALT: WordPress WooCommerce One Page Checkout enables one-click checkout.

WordPress WooCommerce One Page Checkout allows customers to place orders directly from the product page. This WooCommerce plugin eliminates the need to add products to a shopping cart. Customers can set default shipping addresses and place orders in one click.

Price: $29 for regular license, $114 for extended license.

WordPress Social Login and Register

WordPress Social Login and Register allows customers to sign up via social media apps.

WordPress Social Login and Register lets your customers sign up, sign in and leave comments on your online store using their favorite social apps. It supports 40+ social media apps, including Facebook, Google, LinkedIn, X (formerly Twitter) and Discord.

Price: Free plan available. Premium starts at $89 per instance.

WooCommerce One Page Shopping

WooCommerce One Page Shopping allows customers to complete transactions on one page.

WooCommerce One Page Shopping speeds up the checkout process. After adding items to their shopping carts, customers don’t need to navigate to a separate checkout page to place their orders.

The checkout field is displayed at the bottom of the shop page, so customers can complete their transactions in one place.

Price: One-off fee of $20.

WooCommerce Cart Notices

WooCommerce Cart Notices lets you display dynamic messages.

WooCommerce Cart Notices is a great tool for increasing your average order value. It lets you display dynamic messages when customers reach certain milestones.

For instance, you can show customers how much more they need to spend to earn loyalty points or qualify for free shipping.

Price: $4.09 per month, $49 per year.

Final thoughts: An in-depth guide to the WooCommerce checkout page

Customizing your WooCommerce checkout page is a no-brainer if you want to optimize your website’s conversion rate and grow your online business. There are several plugins and extensions to help you make the most of your checkout page.

As you strive to increase your conversion rate, it’s vital to add multiple layers of security to your website.

Choose a reliable web hosting provider that cares about your website’s security and the safety of your customers.

At Bluehost, we offer an array of secure hosting services so you can choose the option that best meets your needs. Our WooCommerce hosting plan comes with a free SSL certificate to keep your WordPress website secure and help you build trust with your customers.

WooCommerce checkout page: FAQs

What is a WooCommerce checkout page?

The WooCommerce checkout page is the webpage in a WooCommerce website that collects customer information for order fulfillment and payment processing.

What is checkout page optimization?

Checkout page optimization is the process of customizing your checkout page to compel customers to complete their orders by paying for the items in their carts.

What are the default WooCommerce checkout page sections?

The default WooCommerce checkout page sections are billing information, shipping information and order review and confirmation. You can customize the generic checkout page by adding custom fields.

What is WooCommerce one-page checkout?

In WooCommerce one-page checkout, customers go through all the stages of the checkout process on one page. Customers can provide their billing information and shipping details and complete a purchase without navigating to another page.

  • Tiffani Anderson

    Tiffani is a Content and SEO Manager for the Bluehost brand. With over 10 years experience across all facets of content and brand marketing, she strives to combine concepts from brand marketing with engaging content through the lens of SEO.

    University of North Texas
    Previous Experience
    Content Marketing, SEO, Social Media
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