Custom Shopify Checkout App Development: Optimizing Checkout Experience
As per a study, 70% of carts are abandoned. With the 30% left, half of them are abandoned at the checkout stage which means the majority of users who might be interested in making a purchase, leave without spending one penny.
In the wake of increasing competition, technology advances, and varying consumer expectations, e-commerce retailers are looking towards tactics to reinvent the customer experience inside the e-store, keeping conversions as a prime goal.
With the motive to increase checkout conversions and grow average order value, businesses are customizing their e-commerce websites to provide ‘frictionless commerce’ where providing optimized checkouts is a key solution.
On this occasion, the expert Shopify developers at The Brihaspati Infotech developed a custom Shopify Checkout app for one of its clients to optimize the checkout experience of the customers.
In this article, we will gain key insights into:
- Our approach to building the custom Shopify app
- Why there was a need to built the Shopify custom Checkout app?
Let’s start off with,
A sneak-peek into the Checkout Process in Shopify
Generally, when a customer places an order on the Shopify website, he is taken to a secure checkout page in Shopify where the following steps take place:
(i) A customer fills the shipping information which includes the delivery address.
(ii) The customer then chooses the appropriate shipping method: standard ground, expedited ground, or the airway bill.
(iii) After this, he chooses a payment type such as credit payment, debit payment, wallets, or cash on delivery.
(iv) An order preview is generated.
(v) Lastly, when the order is completed, a ‘Thank You’ page is displayed to the customer.
On the other hand, the merchant receives real-time notification of ‘successful payments’ after which internal business processes are automated for order fulfillment.
Here is a simple example of the Shopify checkout app appearing at the customer-end:
Example of Payment Request demo in Shopify
Shopify offers a standard checkout page for all the merchants with a standard URL. Though the default checkout page is simple for the users yet a few businesses prefer customized Shopify Checkout in order to provide a better purchase experience for their customers.
Let’s next have a look into,
How the checkout experience can be enhanced in Shopify?
Here are a few tactics Shopify merchants desire to include in their checkout section in order to make it a high-conversion page:
1. Address Suggestion
One of the great addition to your checkout can be integrating the Google Maps Suggestion. This functionality will allow you to show the relevant suggestions to users with full address information based on the entered characters before. This way the customer is able to complete the address field faster.
2. Integrating Multiple Payment Methods
In order to provide the customers with ease of making payments, e-commerce merchants ensure that a maximum number of payment methods are compatible with their store’s checkout.
3. Making visually appealing by using Trust Badges
The checkout page becomes more appealing when a trust badge is added to it. These badges can have a significant impact on your e-commerce store’s conversion rates. Apart from building the trust of customers, it facilitates merchants to drive more revenue from existing traffic.
30-days money back guarantee, 100% guarantee satisfaction, and secure payment guarantee checkmarks are a few examples of the badges to make your checkout more appealing.
4. Providing better UI
You can improve the experience for your customers by providing them with an improved appearance of your checkout page. You can use colorful, 2-3 column layout which can provide users with a guided experience. This helps the customer know which exact step is he on and doesn’t feel lost at anytime of the checkout process. Adding Step wise tabs keeps the customer motivated about completing the transaction.
5. Displaying discounts
Providing your customers with some automatic discounts appearing in the order summary can be another great tactic to optimize the checkouts and increase customers.
Many would contest that we are talking about Shopify plus but the good news is our Shopify development team achieved this in Shopify.
One important aspect about Shopify platform is that though it allows e-commerce merchants to modify their cart pages to a little extent via the theme editor or directly by modifying the cart-template.liquid file yet altering the checkout page format which is placed at yourdomain.com followed by a number and “checkouts” is not that easy.
While the easiest solution is to request Google and Shopify for adding your required fields to the Checkout page. In this case, even after a long procedure of one-two months that Google would take to process the request, the probability of rejection increases. Moreover, due to security reasons, Shopify restricts how checkout pages can look or function security.
So, how can e-commerce merchants modify the Shopify Checkout Pages?
Here’s a solution to address this problem.
Our expert Shopify developers recently had the chance to assist a merchant who wanted to have an interactive Checkout page. As Shopify allows merchants to customize their checkout page by providing developers with the APIs, we opted for a custom development approach.
Let’s throw some light on how we implemented it.
Custom Shopify Checkout App Development Process
The custom built Shopify app provides an ability for partners to let their customers make payments at the Checkout page which is not restricted to the boundaries of Shopify.
To achieve this functionality, our Shopify developers utilized the comprehensively documented APIs provided by both payment gateway and Shopify.
Soon, an interactive Checkout page was developed for the Shopify website.
Here are the steps in which we developed a custom Shopify checkout app integration process:
Step 1 – Redirecting the customer from Shopify Cart page to our custom checkout page.
In the default case, if you want to redirect the customers to the Shopify’s web checkout form, you enter information into the Checkout > Additional Scripts section of your admin.
The default URL that Shopify offers to its merchants is:
However, in the custom designed checkout page, the customer is redirected to our high-converting and fully customizable checkout page (while maintaining the consistency in the URL).
Though the page hosted on our server appears with a different URL, using Shopify’s ‘App proxy’ feature, our Shopify developers were able to allow Shopify to act as a proxy when sending requests to our custom checkout app. Thus, every custom operation is being performed at the backend and is hidden from the customer.
The URL at the customer-end is displayed as:
Where subpath prefix is apps and subpath is checkout.
This is how the custom checkout page appeared:
Step 2 – Passing the Cart information to the checkout application via Shopify API
As the customer reaches our custom checkout app in Shopify, the cart information is being passed to it through the Shopify API. Cart page provides details about the products being purchased by the customer.
Moreover, he is asked to fill the information in our checkout page form such as a shipping address, shipping information, and billing information.
Shipping address details section:
Shipping Method selection:
Step 3 – Request the payment gateway for payment processing
Once the customer fills the form, the data is then used to trigger the payment transaction.
At this step, we also added a local payment gateway to process the payment for the order based on the payment details entered by the customer in the checkout page.
Note: We provide a secure app and don’t save any data considering customer privacy.
Step 4 – Response from the Payment Gateway
The local payment gateway provides us a response whether the payment is completed or not. Based on this response, we again hit Shopify API to update the transaction ID for the order along with other order details in the Shopify’s database.
Step 5: Displaying ‘Thank You’ Page
Once the whole process of order completion is done, we display the ‘Thank You’ Page.
Here is how our custom Shopify Checkout App works:
After this, the transactions done by the customers are routed to the issuing bank (purchaser’s bank) for requesting transaction authorization. The payment status of orders is reflected on the local payment provider’s admin whether they are paid, pending, or canceled. Lastly, the issuing bank or card either authorizes or declines the transaction.
Our custom Checkout app not only provides a customized and easy checkout process but also offer features such as:
- adding multiple payment gateway
- visually attractive layout
- urgency message for the product
As every activity happens in real-time, the custom checkout app helped the client generate more conversions and deliver a seamless experience to the customers.
Advantages of Custom Shopify Checkout App
- You can integrate this custom checkout page with any payment gateway.
- Modify the page as per your business requirements.
- Integrate with any shipping gateway.
- It eliminates the need to purchase the premium Shopify Plus account by creating a custom checkout
What’s more? Upsells can be configured wherein the merchant does not use several third-party apps which adds to the complexity of the code. With this customers could be able to add additional products to their original order with just one-click without the need of entering payment info again.
This can help you persuade customers to make impulse purchases.
Our team has already started exploring different avenues regarding this next specification and are quite excited by its possibilities.
Our customized approach to modifying checkout page helped the client achieve the desired conversion goals and provide customers with a seamless and interactive checkout experience. With the profusion of technology, custom checkout in E-commerce can be extended further to increase sales.
If you have any queries on the custom Shopify checkout app development, get in touch with us now to discuss your thoughts. For implementing any solution that involves third-party API integration and Shopify cart page or checkout page customization choose our Shopify development services.