Best Practices

How Associations Can Increase Checkout Conversion Rate: 5 Proven Methods

Callie Hinman
Callie Hinman
August 31, 2021

Your association’s checkout page is a visitor’s last stop before submitting payment, which means the user-friendliness of your online checkout has a considerable impact on your conversion rate.

While a cumbersome and time-consuming process can turn guaranteed transactions into missed conversions, a user-friendly, efficient checkout can turn your website into a revenue-generating powerhouse.

Read on to learn five solid checkout optimizations that can increase your conversion rate.

1. Make it mobile-friendly

Since 2017, mobile traffic has accounted for at least 50% of all internet traffic. Accordingly, one of the most important checkout optimizations you need to implement is making the entire process mobile-friendly.

Start by increasing the size of buttons and other on-page elements so they are easier to tap. Next, align the form fields in a single-column layout so visitors can see all of the page content without scrolling horizontally or using pinch-to-zoom. You should also give visitors the ability to autocomplete certain fields, such as auto-filling their shipping address using their billing address or even payment information for repeat visitors.

Creating a mobile-friendly checkout helps boost conversion rate by showing your audience you’re committed to offering them a positive experience however they choose to engage with your association.

2. Keep required fields to a minimum and don’t require registration

According to research conducted by Baymard Institute, nearly 20 percent of cart abandonments are due to the checkout process being “too long/complicated”.

For this reason, one surefire way to increase your conversion rate is to simplify your checkout by applying these three optimizations:

  1. Reduce the number of form fields
  2. Allow visitors to check out as guests and give them the option to register later
  3. Make only the most essential information required (you can always collect additional details later)

It’s also a good idea to include a progress bar on the checkout screen so visitors can see how far along they are and how many more steps they have left to complete. This is especially important for visitors who are using their phones since the smaller screen makes it more difficult to see exactly how long the checkout process is.

3. Display security badges

Visitors to your site want to be confident that you’re keeping their private information safe. Though members and regular donors may not think twice about entering sensitive information on your site, newer visitors, on the other hand, could be more hesitant.

In fact, “I didn’t trust the site with my credit card information,” is one of the top reasons visitors surveyed by Baymard gave when asked why they didn’t go through with a recent online purchase.

To make visitors feel comfortable providing their private payment details, consider including trusted security badges in your shopping cart, such as Norton, Better Business Bureau, and McAfee. By demonstrating that you’re committed to data security, you can help ease the concerns of first-time visitors and encourage them to complete the sale.

4. Be transparent about pricing

Some businesses wait until the final step in the checkout process to show the total purchase price. However, this is a quick way to push visitors to abandon their cart; as a matter of fact, “unexpected costs” is the number one reason online visitors fail to complete a purchase, according to Baymard.

Instead, display the total price from the start and include all costs associated with the purchase, such as taxes, fees, and shipping charges.

In addition, only ask for payment details after the visitor has provided all other required information. Requesting payment credentials too early in the checkout process can make visitors feel anxious and, in turn, less inclined to finish the transaction.

5. Use an online payment solution

The final opportunity visitors have to abandon their carts is when it’s time to submit payment. Consequently, optimizing this step in the checkout process is crucial for boosting your conversion rate.

Remember that your goal is to keep your online checkout process as simple and short as possible. Redirecting visitors to a third-party site for payment not only makes checkout more complex, but it also makes it take longer.

If you use an online payment solution like AffiniPay, however, you don’t have to send shoppers to a separate payment portal. Instead, they can complete payment right on your website. Plus, AffiniPay allows you to take advantage of stored card functionality, making it even easier for returning visitors to complete their purchases with one-click checkout.


Your online checkout is likely the source of over 90% of all payments, which means ensuring the process is simple, streamlined, and secure must be a top priority. To increase your conversion rate and maximize the fundraising capabilities of your website, implement the five checkout optimizations above and partner with a payment solutions provider who understands your organization.