Your checkout web design is part of UX. And UX stands for user experience – the discipline that explores how to achieve both business and customer goals in the most balanced way possible. Here are a few bold new ideas on how to do that.
The goal of all UX experiments is to maximize your metrics and KPIs such as your conversion rate. This can be done by making it easier for the client to place an order, minimizing the number of clicks they have to make to achieve their goal and showing the right stuff on the right places in your website to make them convert.