A well-optimised order page is one of the most overlooked assets in online sales. You can have the best product, the strongest offer, and compelling sales copy—but if your order page creates friction, confuses your buyer, or causes even a moment of hesitation, it can kill the sale.
In this guide, we’ll walk through 10 proven tips to improve your order page, reduce abandonment, and boost conversions—without relying on tricks or gimmicks.
Whether you’re selling digital products, courses, services, or physical goods, these tips apply.
1. Remove All Distractions
The order page should have one goal: get the user to complete the purchase.
That means everything else—navigation bars, outbound links, unrelated offers—needs to go.
Your buyer has made it to the final step. Now your job is to keep them focused on completing that step. Even a harmless-looking link to your homepage or blog can cost you the sale.
Checklist:
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No top menu or navigation links
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No sidebar
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No footer links (other than privacy/terms if needed)
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No popups or exit-intent offers
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No social media buttons
Bonus tip: Use a progress indicator (e.g. “Step 2 of 2”) to signal they’re nearly done. This reduces drop-off.
2. Repeat the Main Benefit at the Top
The buyer clicked “Buy Now” from your sales page—but that doesn’t mean they’re 100% sold. Doubt creeps in fast, especially when money is about to leave their account.
Remind them why they’re buying. Restate the main benefit or outcome of the offer right at the top of your order page. Keep it short and focused on results.
Examples:
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“Get instant access to the 5-step system that helps freelancers land consistent $3K+ clients.”
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“Start using the exact email templates that generated $42,000+ in course sales.”
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“Download your high-converting funnel kit in seconds—no tech skills required.”
Why this works: It reaffirms their decision and calms last-minute doubts.
3. Show a Clear, Visual Summary of What They’re Getting
Use a small product box or visual stack to remind them of what’s included.
This doesn’t need to be flashy. A clean section showing:
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Product image (real or mockup)
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A quick list of inclusions
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Access type (instant download, on-demand, 1:1 coaching etc.)
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Price + payment plan if applicable
This adds clarity and reduces “wait… what am I actually buying?” confusion that causes drop-offs.
Example:
You’ll Get:
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🎯 10x Email Templates (Value: £97)
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📊 Funnel Tracking Sheet (Value: £47)
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🎥 Bonus Video Walkthrough (Value: £59)
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✅ Lifetime Access + Free Updates
Total: £149 / One-Time Payment
4. Eliminate Hidden Costs and Surprise Fees
Unexpected fees are one of the top reasons people abandon carts. Whether it’s shipping, taxes, or transaction fees—no one likes a surprise on the payment screen.
Be upfront and transparent about pricing. If there are any extra costs, show them early in the order process—not just when they hit “Checkout.”
Tips:
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Include tax or make it clear if it’s added at checkout
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Show total pricing before they enter payment info
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Clearly label any ongoing charges (e.g. subscriptions or renewals)
Even better—use pricing psychology to present offers as clear and simple.
Instead of:
£37 + VAT + £2 processing fee = Confusing
Try:
£39.95 (Total Price. No Hidden Fees.)
5. Add Trust Signals Near the Buy Button
Even if someone loves your offer, they may still be thinking:
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“Is this site legit?”
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“Is my card safe here?”
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“Will I get support if I have an issue?”
This is where trust signals come in.
You don’t need a ton of badges or seals. But near your payment form or CTA button, add:
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Secure checkout icon (“256-bit encrypted” or “SSL protected”)
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Credit card logos (Visa, MasterCard, Stripe, PayPal etc.)
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A short privacy or refund note (e.g. “Your information is secure. 14-day refund guarantee.”)
These small visual cues create safety and ease. And safe buyers are more likely to convert.
6. Keep the Form Short and Simple
The more fields they have to fill in, the more likely they are to abandon the form.
Strip it back to the essentials.
For digital products, you usually only need:
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First name
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Email address
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Payment info
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Billing address (only if required by your processor)
If you don’t need shipping details, don’t ask for them. If your payment processor requires address fields, make them autofill where possible.
Tips:
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Use one-column layouts (easier to follow than multi-column)
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Use field labels outside the field, not as placeholder text (avoids confusion)
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Autofill name/email when possible (e.g. returning customers)
And if you must collect more info (for a coaching call, intake form, etc.), ask for it after payment confirmation.
7. Add a Sticky CTA or Anchor Button for Mobile
On mobile, long order pages can push the “Buy Now” button far down the page. Some users scroll, hesitate, and never find their way back to the checkout area.
Fix this with:
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A sticky checkout button that floats at the bottom of the screen
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Or a floating “Jump to Checkout” button that anchors to the payment form
You don’t want people to scroll forever. Make it easy to act when they’re ready.
Example CTA:
📦 Ready to Order? Tap Here to Jump to Checkout
8. Add a Mini FAQ Directly on the Page
By the time someone reaches your order form, they’re already 80–90% sold. But there are still a few lingering questions that can kill a sale.
Don’t force them to scroll back to the full FAQ or go back to the sales page.
Instead, add a mini FAQ directly below the payment form (or inside an accordion dropdown). Address the top 3–5 objections.
Examples:
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What happens after I buy?
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Is this a one-time payment or a subscription?
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What if I don’t like it? Is there a refund?
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How do I access the material?
The goal here is to reduce hesitation. A buyer who has all their questions answered = a buyer who clicks “Confirm Purchase.”
9. Include a Small Testimonial or Endorsement Near the Form
You don’t need a full case study here—but dropping in one short, relevant testimonial at the point of purchase can help nudge someone across the line.
Place it:
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Directly above the “Pay Now” button
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Or next to the product summary
Keep it tight, focused, and outcome-driven.
Example:
“I downloaded this email pack and booked 3 discovery calls within 48 hours. Worth every penny.” – Sarah M., Business Coach
Make sure it aligns with the product they’re buying and highlights a benefit they care about.
Bonus if you include:
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A photo (adds believability)
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Social handle or job title
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The outcome they got after buying
10. Show a Money-Back Guarantee (If You Offer One)
Even a simple “no-risk” guarantee can reduce buyer hesitation—especially for first-time buyers or high-ticket offers.
Don’t hide your guarantee in the footer or legal policy. Put it right near the payment form.
Example copy:
🛡️ 14-Day Money Back Guarantee
Try it out risk-free. If you’re not happy with the results, email us within 14 days for a full refund—no hassle, no hard feelings.
The goal here isn’t to get more refund requests. It’s to make your buyer feel safe in the moment of purchase.
If you don’t offer refunds, be clear about that—but still communicate what support they’ll get if they’re unsure.
Extra Tips That Can Give You an Edge
Here are a few bonus tactics to further increase order form conversions:
Offer a low-friction payment option:
Let people pay with PayPal, Apple Pay, or Google Pay. Fewer clicks = fewer drop-offs.
Show the price again inside the button:
This gives clarity and reminds them they’re making a one-time decision.
Example:
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Buy Now – £47
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Yes, I Want Instant Access for £79
Use urgency responsibly:
If you’re running a promo, add a countdown timer or “Offer Ends in…” note near the CTA. But only if it’s real.
Add a visual of the payment form area in the sales page above the fold:
This can give people a preview and make them more likely to scroll and buy.
Use a post-purchase upsell page, not during checkout:
Don’t interrupt the purchase with upsells. Let the order complete first. Then show your bump offers or upgrades.
Order Page Copy Template (Swipe & Customise)
Here’s a simple structure you can copy/paste and adapt for your own order page:
You’re One Step Away From [Big Benefit]
Get instant access to everything inside [Product Name] so you can finally [End Result]. No tech overwhelm. No guesswork.
What’s Included:
✅ [Main Feature/Module Name]
✅ [Bonus or Add-On]
✅ [Access Details – e.g. “Lifetime Access”]
✅ [Support or Guarantee Info]
Total: [Price] – One-Time Payment
Secure Checkout
💳 Pay securely with Stripe, Visa, Mastercard, or PayPal
🔒 Your info is protected with 256-bit SSL encryption
14-Day Guarantee
Not sure? You’re covered. Try it out for 14 days. If it’s not a fit, we’ll refund you in full.
📦 Ready to Get Started?
👉 Click the button below to complete your order now and get instant access.
[YES, I WANT THIS FOR £XX]
Final Thoughts
Your order page isn’t just a final step—it’s a sales page in disguise.
Every detail matters:
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The clarity of your offer
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The flow of the form
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The placement of trust and support signals
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The way you reaffirm the buyer’s decision
Small changes can make a big difference. And because this page sits at the bottom of your funnel, even a 5% boost here can lead to a major increase in total sales.
So don’t treat it as an afterthought.
Audit your current order page with this checklist, run a few A/B tests, and always look at it from your buyer’s point of view.