Samantha continues her Funnels 101 series by breaking down one of the most critical and underestimated pieces of copy in any funnel: the checkout page.

Checkout pages are where a buyer is seconds away from handing over their credit card, which makes this page less about persuasion and more about clarity, trust, and momentum. Samantha explains why checkout pages should avoid excess copy, distraction, or confusion, and instead focus on reinforcing that the buyer is in the right place making the right decision.

She walks through the non-negotiable elements every checkout page needs, including clearly restating what the buyer is purchasing, reinforcing the value and intended transformation, and making pricing and payment options fully transparent. Trust signals, such as secure checkout indicators and testimonials, are also discussed as subtle but powerful confidence builders at this stage.

The episode also explores how checkout pages can increase average order value through thoughtful order bumps and VIP upgrades. Samantha explains how to position add-ons that naturally support the buyer’s next step, without disrupting the checkout experience or feeling out of alignment with the original offer.

Finally, she emphasizes the importance of mobile optimization and technical ease, noting that a clunky checkout process can signal a messy client experience overall.

This episode is a must-listen for service providers and digital product sellers who want to improve conversions without rewriting their entire funnel, simply by optimizing the page where decisions are finalized.

Check out the Pricing Episode (Episode 17) here

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