How to Test and Improve Your Checkout Page Speed for Better SEO in BigCommerce Store ?

Checkout friction at your store in BigCommerce can be a silent revenue killer. It not only frustrates your customers but also impacts your search engine rankings. A sluggish checkout page can lead to cart abandonment and poor SEO performance, making it critical to test and optimize your checkout page speed.

This guide will walk you through how to test your checkout page speed and implement actionable strategies to improve it, ensuring higher conversion rates and better visibility on search engines.

Why Checkout Page Speed Is Vital

Speed is a crucial factor in the online shopping experience. Research shows that a delay of just one second in page load time can reduce your conversion rate by up to 7%. For BigCommerce stores, a slow checkout page significantly increases checkout friction, discouraging potential buyers and diminishing your customer satisfaction.

Besides conversions, page speed directly affects your SEO. Google considers site speed as one of its ranking factors, meaning that a slow checkout page could harm your visibility in search engine results.

To stay competitive, improving your BigCommerce checkout page speed should be one of your top priorities.

How to Test Your Checkout Page Speed

Before optimizing, you’ll need to measure how your checkout page performs. Here’s how you can test its speed effectively:

1. Use Free Speed Testing Tools

Several tools can help evaluate your checkout page’s speed. Popular options include:

• Google PageSpeed Insights: Offers detailed feedback about your page’s performance.

• GTmetrix: Provides actionable page speed optimization recommendations.

• Pingdom Website Speed Test: Shows load times and resource distribution.

2. Test on Real Devices

Simulations don’t always mimic real-world behavior. Use mobile and desktop devices to test your checkout page’s performance because mobile shoppers constitute a significant portion of ecommerce traffic.

3. Analyze Core Web Vitals

Core Web Vitals are Google’s metrics for site speed, responsiveness, and visual stability. They include:

• Largest Contentful Paint (LCP): Measures loading performance.

• First Input Delay (FID): Tracks interactive response speed.

• Cumulative Layout Shift (CLS): Observes visual stability.

Your goal should be to optimize these metrics for both desktop and mobile users.

Common Causes of Checkout Friction at Your Store in BigCommerce

Checkout friction can arise from multiple factors that impact page speed and usability. Here are some common hurdles and their remedies:

1. Unoptimized Images

High-resolution images may look great but often slow down your checkout page.

Solution

• Use tools like TinyPNG to compress your images without reducing quality.

• Enable lazy loading to prioritize visible content loading over off-screen elements.

2. Bloated Code and Scripts

Excessive JavaScript files, CSS, or third-party plugins can create unnecessary bloat and latency.

Solution

• Minify JavaScript and CSS files with BigCommerce tools or extensions.

• Disable unused scripts and apps that do not directly improve the checkout experience.

3. Lack of Server Optimization

Shared hosting or outdated servers can significantly impact your checkout speed.

Solution

• Leverage BigCommerce’s built-in CDN (Content Delivery Network) to distribute content across servers worldwide.

• Optimize database queries and clear cache regularly.

4. Limited Mobile Optimization

Mobile shoppers expect fast, intuitive checkouts. Poorly optimized mobile interfaces can lead to high friction.

Solution

• Use BigCommerce’s responsive themes, like Cornerstone, to ensure mobile friendliness.

• Test the mobile checkout experience rigorously across multiple devices.

5. Excessive Redirects

Unnecessary redirects slow down page loading by adding extra steps between servers.

Solution

• Review and eliminate redundant redirects within your BigCommerce settings.

How to Improve Your Checkout Page Speed

Once you’ve identified the causes of friction, it’s time to enhance your checkout page speed. Implement these strategies to achieve faster load times and a frictionless user experience.

1. Enable One-Page Checkout

BigCommerce offers a one-page checkout feature that simplifies the process by consolidating all steps into a single screen. Customers can complete their purchase faster without navigating through multiple pages.

2. Optimize Hosting and CDN Usage

Switching to a high-performance BigCommerce server plan ensures quicker response times. Additionally, utilize BigCommerce’s CDN to distribute loading across multiple geolocations.

3. Reduce HTTP Requests

Combine multiple files, such as CSS, into one to minimize server requests. Additionally, consider removing any unnecessary elements on your checkout page to streamline performance.

4. Use Lightweight Themes

Choose optimized BigCommerce themes designed for speed. Heavy themes with complex coding can slow your site.

5. Pre-load Critical Resources

Use load prioritization for essential checkout elements like payment buttons. This ensures critical elements appear first, giving customers the ability to proceed without waiting.

The Drawbacks of Checkout Friction at Your Store in BigCommerce

Unchecked friction at your checkout page can lead to serious consequences for your store, including:

1. Increased Cart Abandonment Rates

Studies show that 69% of online carts are abandoned, largely due to a slow or complicated checkout process. Reducing friction ensures these shoppers complete their purchase.

2. Lower SEO Rankings

If your checkout page performs poorly, search engines penalize your rankings. Slow speeds result in reduced visibility to potential customers.

3. Weak Customer Retention

A smooth buying experience builds trust and encourages repeat business. A frustrating, slow checkout process discourages customers from returning.

4. Decreased Competitive Edge

BigCommerce offers flexible tools to help reduce checkout barriers, but if your store lags behind in page optimization, competitors with smoother experiences will capture your audience.

FAQs About Checkout Friction

1. What is checkout friction at your store in BigCommerce?

Checkout friction refers to obstacles like slow-loading pages, lengthy forms, or limited payment options that hinder a smooth checkout experience.

2. How does slow checkout reduce sales?

A slow checkout increases frustration, causing customers to abandon their carts. This directly drains your store’s revenue potential.

3. Can improving checkout speed boost SEO?

Yes! Google prioritizes faster pages, which increases your chances of ranking higher. A faster checkout page also leads to improved user experience and better conversion rates.

4. How can BigCommerce tools help reduce checkout friction?

BigCommerce offers features like CDN integration, one-page checkout, and app extensions to optimize speed and simplify the checkout process.

5. Should mobile optimization be prioritized over desktop?

Both are important, but with the rise of mobile commerce, prioritizing mobile checkout speed can offer a significant competitive advantage.

Final Thoughts

Testing and improving your checkout page speed is an essential step in tackling checkout friction at your store in BigCommerce. Start by evaluating load times, identifying inefficiencies, and implementing fixes such as one-page checkout and image compression.

Proactively improving your page speed benefits both sales and SEO, equipping you to attract and retain modern shoppers. Now is the time to take action. Examine your checkout process and leverage BigCommerce tools to optimize your store for success in today’s fast-paced ecommerce environment.