Have you ever bought anything from a competitor to see what their process is like? The likelihood is that your customer has and directly compared it with your process.
So how about making a small purchase from one of your competitors, do it online or go into store and evaluate their process.
Is there anything you could learn? Can you spot an area where you could outperform your competitor?
Compare the experience to your own purchase journey and tweak it to be at the top of your game.
For more great, relevant tips, see also Asking your customers to share their purchase and How to inspire your customers to buy your products.