Let’s talk about something we don’t talk about enough: the emotional damage of a bad checkout page.
You’ve found the product. You’ve imagined yourself wearing it, drinking from it, or gifting it with flair. You click “Add to cart,” all full of dopamine—and then… you hit that page. The one that feels like a form from 2006. Grey buttons. Cold forms. Shipping fees that ambush you like a horror plot twist.
And just like that, poof, your intent to buy disappears faster than your cart items after a session timeout. But it doesn’t have to be this way. Because when done right, checkout can feel like closure. Satisfaction. Even joy. In other words, checkout can feel like therapy.
So much budget goes into getting us to the cart: ad spend, influencer seeding, content strategy, product pages with storytelling, and GIFs. But then we get to the final step… and it’s often the least branded part of the entire experience.
Which is wild. Because the checkout is where intent becomes action, it’s the point of no return (in the best way). So why not make it feel as good as the rest of the funnel?
Here’s where smart brands shine. They turn checkout into a moment that adds value, rather than just taking your card details.
Right before you hit “Pay,” Allbirds serves this delightful line: “Congrats! You get free shipping.”
It’s simple, but smart. Rather than presenting free shipping as a default, it reframes it as a reward. A small win that nudges the shopper to feel like they made the right choice.
Right before checkout, Drunk Elephant offers: “Wait, don’t forget to choose your free samples before checking out.”
It’s not just a perk—it’s a little moment of joy. This thoughtful gesture feels like the brand saying “thank you” before you’ve even paid, turning checkout into a mini reward.
Instead of a dry “Add to Cart,” Gymshark opts for: “Add to Bag.”
It’s a subtle shift, but one that aligns perfectly with their brand tone—more fashion-forward than functional. It sounds less transactional, more like shopping with a purpose (or a vibe).
Here’s what the best checkouts tend to have in common:
It’s science, too. The peak-end rule in psychology says that people remember the peak and the end of any experience most vividly. So, if the checkout is clunky, boring, or painful? That’s the taste they leave with.
But if checkout is smooth, friendly, or—dare I say—fun? That feeling sticks. It becomes part of their brand memory. This means that checkout isn’t the only place where conversions happen. It’s where loyalty begins.
In e-commerce, we spend so much energy at the top of the funnel. But magic happens at the bottom. Checkout is your final pitch. It’s the closing scene of the movie. The hug before goodbye.
So make it count. Make it feel good. Make it feel like they just made a great decision, because if they got that far, they probably did.
Read further: News, brands, checkout page, customer journey, ecommerce, marketing
Irina is a Digital Marketing Lead with a passion for creating impactful marketing strategies that drive brand success. When she's not crafting campaigns, she enjoys writing, traveling to new destinations, discovering exciting new things, and seeking outdoor adventures.
