Mobile Checkout Improvement for non-technical customers | eCommerce Website

Mobile Checkout Improvement for non-technical customers

Simon

Another call just now from a customer who could not work his way through the multiple screens on the citrus lime mobile checkout.  He was frustrated and wouldn't allow me to talk him through the process over the phone - he had tried 3 days running and was convinced it was a site bug.
He was sure that he had to choose the delivery option and it was doing nothing.  I think he was trying one step early to select it.
There is almost too information too early in the process - gives your delivery options, but you cannot pick them.  Then asks for payment option to be selected in two separate screens.
It is a mess. I am not a UX expert, but this needs to be far more sleeker.  This should be the very highest priority, not adding bells and whistles.  It should be easy for anyone to use.  Just give the information when needed, and don't ask more than one time for payment option to be selected.
I have taken calls a number of times in the past from customers and often they allow themselves to be guided through ... but this should not be necessary.
Please fix it. Urgently.
I know other requests were raised months ago, and some changes have been made such as guest checkout made more obvious and easier, which is good to see, but there is more work to be done.
Simon

August 7, 2026

Ben Allen

Hi Simon, Chris & Scott,
Thank you for the detailed feedback. We’re rebuilding the basket as part of the new ecommerce platform, which launches early in the new year. To get ideas moving, we’ve already tailored the basket on some existing sites. An example is attached.
The main changes are less content and a clearer call to action. I’d welcome thoughts on this as we develop the new basket.

Neil McQuillan - CEO Citrus-Lime

When I first replied to this I thought we referenced the checkout rather than cart (to me they are different I can understand why they could seem the same thing) 
I like Ben's design the big challenge is we don't set a delivery promise, thats a deal breaker for me if I cannot see when my stuff is arriving. I think moving payment options is a good idea and I like the cleaner design. 
Overall this would help users who are getting stuck but the removal of delivery timescales will hammer conversion rates.

Simon Edge Sports WH

Ben Allen Hi Ben that looks far better to me :-) but that also looks like desktop, not mobile. If mobile is just as easy that would be great. We would be happy to trial something like that - if possible ? Thanks. Simon

Chris

Our basket heatmap lights up like a Christmas tree around the delivery options, I've watched a few customers pummel their keyboards into dust. It's an undeniable pain point that could help conversions and positive reviews.
I wonder if the first step in the right direction is the button to read "Begin Secure Checkout" as opposed to "Secure Checkout". Make it look more like the primary CTA. On mobile having this button float at the bottom of the screen would likely help too.
I get that to a lot of customers they're wanting to choose everything that's going to affect the cost before paying. It makes sense that you want to know the total you need to pay before proceeding to checkout.
Maybe hiding the delivery options below an accordion or similar which reads "Delivery Options Available During Checkout" forces them to read first before clicking something that looks like a button.

Simon Edge Sports WH

Chris Hi Chris Did you get any further response from this ? Wondering why you have not voted on this as a further step. We had 3 x calls again this morning. Neil McQuillan - CEO Citrus-Lime can you provide feedback as to where this is being addressed ? I just went on and had another look and it is worse than ever. Click and collect shown 3 x times, along with full delivery options, and the fact that you have to select the payment option next (nothing to do with delivery options) is not clear. People are leaving because when they try to click on a delivery option, it does not progress them to the next stage. Luckily some customers are good enough to make the effort to call, but most will just abandon. It should be such an easy quick win, yet it is not addressed ... why ? Why is it so hard to make is simple ?

Neil McQuillan - CEO Citrus-Lime

Simon Edge Sports WH I'll tune into this with the Team Leader Ecommerce and our Product Manager, we have major project on for ecommerce improvements as I'm sure you've seen but this is all pre-checkout stuff as it stands. I don't disagree with you about the flow but it might be changes are more complex than they seem. I know we made changes based on Scotts feedback and that was deployed about a month ago.

Simon Edge Sports WH

Neil McQuillan - CEO Citrus-Lime Hi Neil that would be very much appreciated if you could take a look at it. It is a mess at the moment and I can understand why some customers are struggling to work out what they should do next, and what is being displayed as an option for the next stage. It should be easy not to duplicate and also to ensure they know what is informational and what is the next step that they need to take.

Scott

Simon Edge Sports WHi forgot to vote :) have a lot of posts on here :)

Scott

Hi Simon I literally sat down for a coffee with Neil McQuillan - CEO Citrus-Lime and discussed this among other things. There are outstanding tickets about this issue in different guises. I advised that the customer rewards/vouchers text was to high cognitive load and the shipping section which my hot maps show customers clicking on is overkill it just needs a “shipping from” box. Cleaning these two areas up, moving PayPal to within the payments section and not above it all just helps improve the UX score and reduces cognitive load substantially! So hopefully as I pointed out there are more than one tickets highlighting this and we experience EXACTLY what you do (and so others are too) it will be looked at. Here is my 30 second mockup and I AM supposedly a past UX expert :)

Simon Edge Sports WH

Scott Hi Scott, looks like really good work. Did you get any further response from this ? Wondering why you have not voted on this as a further step. We had 3 x calls again this morning from customers having issues. Neil McQuillan - CEO Citrus-Lime can you provide feedback as to where this is being addressed ? I just went on and had another look and it is worse than ever. Click and collect shown 3 x times, along with full delivery options, and the fact that you have to select the payment option next (nothing to do with delivery options) is not clear - "Choose Payment Method:" is in small print on the third or 4th page down. People are leaving because when they try to click on a delivery option, it does not progress them to the next stage. Luckily some customers are good enough to make the effort to call, but most will just abandon. It should be such an easy quick win, yet it is not addressed ... please can you explain why this is not the most important piece of work to get right - optimising checkout to avoid cart abandonment?

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