How to Optimize Checkout for Higher Conversions

Go to Stores › Configuration › Sales › Checkout › Checkout Options. Set:

• Allow Guest Checkout = Yes
• Display Billing Address On = Payment Page (keeps billing off the method tile)
• Enable Terms and Conditions = No (unless required by law)

If you do not need multi-address orders, go to Stores › Configuration › Sales › Multishipping Settings and set:

• Allow Shipping to Multiple Addresses = No

Save Config, then flush cache.

Go to Stores › Configuration › Customers › Customer Configuration › Name and Address Options. Set:

• Number of Lines in a Street Address = 1 or 2
• Show Prefix = No
• Show Middle Name (initial) = No
• Show Suffix = No
• Show Company = No
• Show Fax = No
• Show Telephone = Optional (or Required if your fraud/risk model needs it)
• Show Tax/VAT Number = No (unless you sell B2B)

Save Config, then flush cache.

Go to Stores › Configuration › General › General › Country Options. Set:

• Default Country = your primary market
• Allow Countries = only markets you ship to
• Zip/Postal Code is Optional for Selected Countries = select countries where it isn't required

Save Config, then flush cache.

Go to Stores › Configuration › Sales › Delivery Methods. Enable one simple method customers understand:

• Free Shipping: Enabled = Yes and Minimum Order Amount per your threshold, or
• Flat Rate: Enabled = Yes with a simple Rate

Then go to Stores › Configuration › Sales › Shipping Settings › Origin and ensure your origin is correctly set.

Save Config, then flush cache.

Option A – Core PayPal Express Checkout (NVP)

1. 1. Go to Stores › Configuration › Sales › Payment Methods › PayPal › PayPal Express Checkout
2. 2. Enable PayPal Express Checkout and enter API Username, API Password, and Signature from your PayPal account
3. 3. Surface buttons earlier:
   • Display on Shopping Cart = Yes
   • Display on Product Detail Page = Yes (if desired)

   Note: "Display on Mini Cart" is not a standard core PayPal setting. If your integration or theme adds mini cart buttons, follow that provider's instructions.

4. 4. Save Config, then flush cache

Option B – Braintree (Marketplace extension) with PayPal, Apple Pay, Google Pay

Prerequisite: Install and enable the official Braintree Payments extension. Paths below appear after installation.

1. 1. Go to Stores › Configuration › Sales › Payment Methods › Braintree
2. 2. Enable Braintree and enter Merchant ID, Public Key, and Private Key
3. 3. Enable Vault = Yes (required for saved cards/Instant Purchase)
4. 4. (Optional) Enable PayPal via Braintree and configure button placement per the extension's settings
5. 5. Apple Pay:
   • In the Braintree Control Panel, enable Apple Pay, upload the certificate, and complete domain verification for your site
   • Ensure your site is served over HTTPS
   • Test with Safari on a supported iOS/macOS device with a card in Apple Wallet
6. 6. Google Pay:
   • In the Braintree Control Panel, enable Google Pay, select allowed card networks, and set Environment = Sandbox for testing
7. 7. Save Config, then flush cache

Go to Stores › Configuration › Sales › Sales. Set:

• Enable Instant Purchase = Yes

Save Config, then flush cache.

Go to Stores › Configuration › Customers › Persistent Shopping Cart. Set:

• Enable Persistence = Yes
• Persistence Lifetime (seconds) = your typical purchase window (e.g., 604800 for 7 days)
• Enable Remember Me = Yes (allow customers to opt in)
• (Optional) Clear Persistence on Sign Out = Yes

Align cookie lifetime: Go to Stores › Configuration › General › Web › Default Cookie Settings and ensure Cookie Lifetime (seconds) is equal to or greater than your Persistence Lifetime.

Save Config, then flush cache.

Go to Stores › Configuration › Sales › Checkout › Shopping Cart. Set:

• After Adding a Product Redirect to Shopping Cart = No (so shoppers aren't pulled away from browsing)
• Number of Cross-sell Items to Display = 0–2 (keep distractions minimal)

Go to Stores › Configuration › Sales › Checkout › Mini Cart. Set:

• Display Mini Cart = Yes
• Maximum Number of Items to Display = your preference (e.g., 3–5)

Shipping preselection reminder: Ensure your preferred delivery method has the lowest Sort Order under Stores › Configuration › Sales › Delivery Methods (see Step 3).

Save Config, then flush cache.

• Open a private browser window
• As a guest, add a product and proceed to checkout. Confirm minimal fields and that express wallet buttons appear on cart (and PDP if enabled)
• Complete a test order using PayPal sandbox or a low-value product
• Create a test customer account, save a payment method (via Braintree Vault), and place an order using Instant Purchase
• For Apple Pay: test in Safari on a supported device with Apple Pay set up; confirm the Apple Pay button appears and completes authorization
• For Google Pay (via Braintree): ensure Environment = Sandbox and complete a test authorization
• Record time-to-complete and note any friction

If using GA4 via Google Tag Manager or a GA4 extension, verify events in Google Analytics > Admin > DebugView (or Realtime) to confirm begin_checkout and purchase fire. If GA4 isn't set up, implement GA4 first via GTM or an extension.

Compare a 7–14 day baseline before changes to the same duration after changes, keeping seasonality consistent. In Magento, validate order uplift via Reports › Sales › Orders.