A seamless checkout experience reduces friction, boosts conversions, and keeps customers engaged - preventing lost revenue and improving overall satisfaction.

You’ve done the hard work - your customer has browsed your website, added some items to their basket, and is ready to buy. But then, there’s a hesitation. Maybe the process feels clunky. Maybe they’re asked to fill in too many fields.

Whatever the reason, they abandon their cart and leave without completing their purchase.

This scenario plays out millions of times a day across every industry, and it’s a major problem. Research from the Baymard Institute shows that over 70% of online shopping carts are abandoned before checkout is completed. That means for every 10 potential purchases, only three go through.

For any organisation processing online transactions, these abandonment rates translate directly into missed revenue.

To put this into perspective, an organisation processing $1.5m worth of online payments annually may miss out on approximately $3.5m worth of revenue, simply because their checkout flow isn’t optimised.

That’s a huge problem, but it’s also a massive opportunity.

A well-designed checkout process isn’t just about preventing lost sales - it’s about actively increasing conversions, improving customer experience, and driving additional revenue.

How to optimise a checkout flow

Great e-commerce checkout flows are just functional, they’re intuitive. When users feel confident in what they’re doing, they’re far more likely to complete their purchase. If they encounter friction, they’re more likely to abandon their cart.

So, how do you streamline a checkout flow?

  • Simplicity – The fewer steps, the better. A good checkout process should be quick and efficient.
  • Clarity and transparency – Show the customer a full order summary, including costs, before they hit ‘pay’. Surprise fees cause users to leave.
  • A mobile-friendly experience – Mobile transactions are on the rise, yet many checkout flows are still designed with desktop-first experiences in mind.
  • Cross-sell without disrupting – A great checkout process presents upselling and cross-selling opportunities naturally, without overwhelming or frustrating the user.

Build engagement that goes beyond transactions

The importance of a streamlined checkout flow goes beyond transactions. A seamless experience for the user builds trust and increases the likelihood of repeat customers. If the process is easy and enjoyable, users won’t hesitate to return.

Well-structured checkouts also present opportunities to drive deeper engagement, and can:

  • Encourage additional purchases – Upselling and cross-selling can introduce users to products, events, or services they might not have otherwise considered.
  • Make donations effortless – For nonprofits or organisations that rely on funding, small, seamless donation options at checkout can drive significant contributions over time.
  • Improve retention and loyalty – If the checkout flow is simple and user-friendly, people will be more likely to return and continue their relationship with the organisation.

Put simply, the checkout process can be a crucial touchpoint that influences how users feel about your organisation. Get it right, and it creates a smoother, more engaging experience that benefits everyone involved.

The Sport:80 Platform’s new smarter checkout flow

For National Governing Bodies (NGBs), a smooth checkout isn’t just about convenience - it’s about making it easier for members to stay engaged in their sport.

Whether it’s renewing memberships, signing up for events, or buying merchandise, the checkout process plays a crucial role in the member experience.

That’s why we have made some big improvements to the Sport:80 Platform’s checkout flow, designed to make transactions smoother, smarter, and more intuitive for everyone involved.

What’s changed?

Our new checkout flow will provide several significant benefits to the Sport:80 Community, and will be transformative to how our clients engage with members and drive revenues.

Thanks to our new checkouts, the organisations we work with can look forward to:

  • More completed transactions – Reduced friction means more members will follow through on purchases.
  • Increased revenue opportunities – Upsells, cross-sells, and donations create new ways to generate income.
  • Happier, more engaged members – A great checkout experience bolsters member retention, and makes it easier for members to stay involved.

READ MORE: 9 game-changing strategies for unbeatable member retention

Optimising the checkout process isn’t just a tech upgrade - it’s a strategic move that benefits both our clients and their members.

By making transactions smoother and more engaging, we’re helping the organisations we work with to boost revenue, improve user experience, and ultimately, grow their sports.

Got a question about the new checkouts? Feel free to get in touch!

Or, book a free demo today, and find out how our new checkout flow can transform your organisation.