Introduction
Let’s be honest: nobody wakes up excited to fill out a form. And yet, that’s exactly what many WooCommerce checkout flows feel like – a mini version of a tax declaration. And I have to say, especially here in Poland, tax forms often feel unnecessarily complicated.
I noticed this parallel while setting up my VAT registration, buried under paperwork. The feeling of frustration and “will this ever end?” is the same one many customers experience when faced with a bad designed checkout.
And it’s not just a funny metaphor. The numbers back it up: according to Baymard Institute, the global cart abandonment rate sits at 70.19%. Other research shows it’s around 73% on desktop, 81% on tablets, and a staggering 86% on mobile. In other words: more than half of your customers are standing in the digital checkout line… and walking away.
The good news? Fixing checkout UX isn’t rocket science. Small improvements – fewer fields, clearer costs, trust signals — can have an outsized impact on conversion rates. Let’s break down the most common issues I see in WooCommerce stores, and how you can fix them. The frustration is real – and it costs stores money.
In this article, we’ll look at the most common WooCommerce checkout UX issues, using both my own project experience and data from the Baymard Institute’s Cart Abandonment Research 2025. The frustration is real – and it costs stores money.
Shortcode vs Gutenberg Blocks – why it matters
The way your checkout is implemented directly impacts both performance and user experience. WooCommerce still offers the classic shortcode checkout, but it’s slowly being replaced by the newer Gutenberg Checkout Blocks. And the difference is huge.
Classic shortcode – woocommerce_checkout
[woocommerce_checkout]- No live preview in the editor — you can’t easily see changes until you reload the page.
- Very limited configuration — most adjustments require custom code or plugins.
- Reloads large parts of the page after each change – it’s a monolithic block of code, so even a small update (like changing shipping method) forces WooCommerce to refresh big chunks of the checkout
- Less actively developed – WooCommerce is clearly focusing resources on Blocks.
- Outdated UI/UX — it works, but it doesn’t feel modern.
Gutenberg Checkout Blocks
- Blocks take a modular, component-based approach — think LEGO instead of one heavy brick. Each piece of the checkout (address fields, shipping methods, payment options, order summary) is its own block that can be rearranged or hidden without touching code.
- Built from smaller, independent components — when you update shipping, for example, only that part refreshes, not the whole form.
- Live preview inside the editor — you can see what customers will see as you build.
- Easier customization — hide, add, or reorder sections with a few clicks.
- Faster and smoother UX — less code reload = a snappier experience, especially on mobile.
- Actively developed — new features (like real-time validation and autofill) are coming to Blocks first.
Stores using Checkout Blocks have seen a higher conversion rate: +65% on desktop and +27% on mobile (Automattic, March 2025).
In short: shortcodes are the past, Blocks are the future. If your checkout still runs on shortcode, you’re not just missing out on features — you’re leaving conversions on the table.
#1. Overcomplicated Checkout Forms
Let’s face it: nobody wants to feel like they’re filling out a census survey just to buy a T-shirt. Yet many WooCommerce stores still treat checkout like an interrogation.
The problem
Too many fields, too many steps. Shipping address repeated twice. A phone number required “just in case.” Coupon fields screaming “Find a discount code and leave.”
The impact
According to Baymard Institute’s 2025 research, the average checkout flow contains 14–17 form fields, while only 7–8 are truly necessary. No surprise then: 18% of cart abandonments happen because checkout is too long or complicated.
And it gets worse on mobile. Endless scrolling through fields on a small screen is the fastest way to kill a conversion.
How to fix it
1. Hide the second address line
Most people don’t need it — and it just makes the form feel longer. In Checkout Blocks you can toggle this off with one click.
2. Hide the coupon field
Baymard found that 35% of sites still display the coupon box by default. What happens? Customers stop, Google “coupon for [your store],” and often never come back.
If your store isn’t actively running promotions, hide the coupon field or move it out of the main flow. If you are running a promotion, make sure the field is still visible — just explain where to get the code (e.g. newsletter, seasonal campaign).
3. Make the phone field optional
14% of users refuse to enter their phone number unless they understand why it’s required. If you must collect it, add a short note (“Needed by courier for delivery updates”).
If you do need it (for example, for courier delivery updates), add a short explanation like “Required by courier for delivery notifications”. Transparency reduces friction and builds trust.
4. Dynamic (conditional) fields
Show fields only when they become relevant:
• For virtual products → hide shipping fields.
• For specific products → hide custom checkout fields
Customizing checkout fields using actions and filters
Customizing checkout fields using plugin
5. Break the “wall of fields” into logical steps:
1. Email → 2) Shipping → 3) Payment → 4) Review & Place order.
Keep the order summary sticky and totals visible across steps. Less overwhelm, better focus.
#2. Forced Account Creation
Let’s be honest: nobody wakes up thinking “I really hope I get to create a new account today.” Yet that’s exactly what many WooCommerce stores force on customers right before payment.
The problem
Forcing account creation is a barrier. Instead of a quick purchase, customers are stopped, asked to invent another password, and often… they just leave.
The impact
• 19% of cart abandonments happen because stores require account creation (Baymard Institute, 2025).
How to fix it
- Enable guest checkout – In WooCommerce settings, this is literally one checkbox. It removes friction instantly.
- Auto-create accounts after purchase – Customers buy as a guest, then WooCommerce creates an account automatically and sends login details by email. They never had to stop and “register.”
- Reserve mandatory accounts only for when they add real value.
- Passwordless options
Offer login via magic link or social sign-in. If customers really must have an account, make it effortless.
#3. Lack of Trust Signals
Even if your product is amazing, a checkout that feels insecure can kill the sale. Think about it: would you type your card details into a page that looks half-finished or doesn’t even show HTTPS? Exactly.
The problem
Customers hesitate when they don’t see clear signs that your store is safe and reliable. A checkout that looks shady, inconsistent, or confusing makes people abandon — even if they were ready to buy.
The impact
- Baymard Institute found that 19% of abandonments happen because users don’t trust the site with their credit card.
- More than 60% of shoppers say unclear return policies are a reason to abandon (Baymard, 2025).
- Salesforce reports that 84% of customers say trust is a deal-breaker when deciding whether to buy again.
How to fix it
1. SSL everywhere
A secure connection is the bare minimum. Browsers already flag sites without HTTPS — don’t expect conversions if your checkout shows “Not secure.”
2. Highlight security visually
Add lock icons, payment provider logos, and subtle “Your payment is secure” messages near the credit card fields.
3. Offer familiar payment methods
In Poland, Blik and PayU increase trust. Globally, PayPal, Stripe, Apple Pay, and Google Pay do the same. Recognizable brands = instant credibility.
4. Show policies upfront
Easy access to return policy, privacy policy, and terms of service directly in checkout. Customers don’t want to hunt for them.
5. Leverage social proof
Reviews, testimonials, trust badges, and certifications all reduce doubt at the moment of purchase.
6. Consistent branding
A checkout that suddenly looks different from the rest of the store is a red flag. Keep design, fonts, and colors consistent.
7. Communicate guarantees
“30-day returns,” “Free exchanges,” or “2-year warranty” near the place-order button provide reassurance exactly where it’s needed.
Trust isn’t built with big promises — it’s built with small signals, shown at the right time. If your checkout feels safe, transparent, and consistent, customers are far more likely to hit “Pay now.”
#4. Hidden or Unexpected Costs
Nothing kills a purchase faster than surprise fees at the very last step. Imagine: your customer happily adds a product to cart for $99 … and then suddenly sees:
- +$5 “card processing fee”
- +$25 shipping
- +$8 cash-on-delivery surcharge
- The coupon code works only for products valued at $100 or more.
At this point, many shoppers simply close the tab.
The problem
When costs are revealed too late, customers feel tricked. It’s the digital equivalent of waiting in line, reaching the cashier, and finding out the price is 40% higher than on the shelf.
The impact
• Baymard Institute: 39% of cart abandonments happen because of extra costs revealed at checkout.
• In Poland, high delivery costs are consistently among the top 3 reasons for abandoning a cart in e-commerce surveys.
How to fix it
1. Show shipping fees upfront
Already on the product page, display “Shipping from 15 zł.” No nasty surprises.
2. Use free shipping thresholds
“Free shipping for orders above 200 zł” not only reduces abandonment but also increases average order value.
3. Be transparent with labels
Instead of a vague “service fee,” say “Bank fee (3%)” or “COD handling (8 zł)”. Clarity builds trust.
4. Offer alternatives
Provide more than one shipping option: economy, express, pickup point. Let customers choose based on speed vs. price.
5. Bundle wisely
Consider building shipping costs into product pricing. Customers love the magic words: “Free shipping.”
6. Localize costs
In markets like Poland, many users expect Blik or pickup lockers (Paczkomaty) as low-cost options. Missing these can look like hidden cost in itself.
Customers don’t hate paying for shipping — they hate being surprised by it. The more transparent you are with costs early in the journey, the more trust (and conversions) you’ll earn.
#5 Lack of data analysis
Without data, you’re guessing. Maybe people hate your form. Maybe shipping costs scare them off. Maybe your payment gateway fails on mobile Safari. You won’t know — until you measure.
The impact
- Baymard Institute: checkout optimization can lift conversions by an average of 35.26%.
- In practice: one bug in a payment method can silently bleed thousands in lost sales before you notice.
How to fix it
1. Track checkout funnels in GA4
See exactly where users drop off — shipping step, payment step, or final review.
2. Use session recordings & heatmaps (Hotjar)
Watch real users struggle (or succeed) through checkout. Painful, but priceless.
3. Exit-intent surveys
Simple one-liners like “What stopped you from buying today?” can reveal issues analytics won’t.
4. Real-time monitoring
Tools like Live Carts for WooCommerce by BerryPress let you see what’s happening in carts right now — you’ll spot friction before it turns into lost sales.
Data doesn’t just confirm what’s broken — it tells you where to focus. Without it, checkout optimization is guesswork. With it, you can systematically turn frustration into conversions.
Conclusion
Checkout should be the smooth final step in a great shopping experience — not a bureaucratic obstacle course. By reducing complexity, offering guest checkout, showing trust signals, disclosing costs early, and analyzing real user data, you can dramatically lower abandonment rates.
Think of it this way: your checkout is either the end of a customer journey… or the end of a potential sale.
So ask yourself:
- Would you enjoy filling out your own checkout?
- Are you asking for more information than you really need?
- Do customers see the true costs before the final click?
- Does your checkout inspire trust — or doubt?
- And most importantly: if you were your own customer… would you finish the purchase?
Sources:
- Baymard Institute – 50 Cart Abandonment Rate Statistics 2025
- Baymard Institute – Checkout Optimization: 5 Ways to Minimize Form Fields in Checkout
- Baymard Institute – Phone Number UX: Always Explain Why the “Phone Field” Is Required (39% Don’t)
- WooCommerce docs – Customizing checkout fields using actions and filters
- Hotjar – Heatmaps, Recordings, Surveys
- Analytico: What is included in the Google Analytics 4 Checkout Journey Report?
- Google Analytics 4: Checkout journey report
- Barilliance – Complete List of Cart Abandonment Statistics: 2006-2023