Checkout processes in online shopping: Guidelines/good examples?

1 Apr 2010 - 3:57am
4 years ago
8 replies
3701 reads
Sebastian Deterding
2009

Dear all,

I am currently working on a report on best practices in the design of checkout processes in online shopping and would love your input.I've searched the obvious places (IXDA archives, alistapart, boxesandarrows, uxmatters, smahsingmagazine), & there are some obvious good places to start:

But I'm interested in what the IXDA hivemind knows.So, do you have or recommend

  • guidelines or pattern catalogues for online checkout
  • favorites or best practice examples (moo.com, ...)
  • new patterns or trends (like amazon's "secret checkout phrase")?

Any suggestion is most appreciated.

I'll post the results of my searches, your answers and answers from people in other places in a clean, ordered
post at the end of this thread for our collective convenience ^_^.

Best,Sebastian

Comments

1 Apr 2010 - 6:17am
Kevin M. Hoffman
2009

You might want to take a look at

http://www.nngroup.com/reports/ecommerce/checkout.html

I also like the more recent UI changes they've been making at Zappos.com.

Cheers.

1 Apr 2010 - 6:24am
Sebastian Deterding
2009

Hi Kevin, thanks for the hint! Do you have any knowledge how old the report is? They (deliberately?) put no publishing date next to it, and my hunch says its circa 2003, which would date it a bit.

Zappos is added to the list.

Best, S

1 Apr 2010 - 7:09am
GCharlton
2010

Hi Sebastian,

The Econsultancy report isn't pricey for businesses that implement the recommendations and see their conversation rates rise, but if you want some free tips, try the blog, there are various posts related to online checkouts whihc may be useful for you: http://econsultancy.com/blog/search?query=checkout

1 Apr 2010 - 8:52am
Sebastian Deterding
2009

Hi Graham,

thanks for the comment, and agreed - it's not pricey if compared to the possible increases in sales (I've got myself a one year silver account for full access to all econsultancy reports and I'm quite a happy man with it), it's pricey in comparison with, say, a New Riders or Rosenfeld Media book Smile. But the search query on your blog is a wealth of free knowledge as well. Thanks!

Cheers, S

1 Apr 2010 - 5:22pm
Andrew Otwell
2004

Apple recently redesigned their checkout experience and it's really nice. There are a couple UIE articles about it.

8 Apr 2010 - 6:42am
Sebastian Deterding
2009

@ Ivan: Thanks for the links -- I'll review & add them to the list.

@ Andrew: I especially like the fact that you grade your product down rather than up (i.e. they offer you the most expensive type by default & you then may downgrade your product and "safe" money" -- in terms of persuasive design, that's rather clever).

Keep them coming ^_^.

4 Oct 2010 - 11:40am
Ivan Burmistrov
2009

Hi Sebastian,

This is of course too late but recently we created a bibliography of e-commerce resources including recommendations on checkout usability:

http://interux.com/library/eCommerce-Online_Retail.htm

Best regards,

Ivan

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