Single Page Checkout

25 Apr 2012 - 9:18am
1 year ago
3 replies
1299 reads
sherihy
2008

I did a search here and couldn't find any discussions on this topic.

I am doing research on the pros and cons and best practices of Single Page Checkout. Most of the stuff I am finding seems to be from around 2009, when Single Page Checkout was both in vogue and having a backlash. So now that it's 2012, what do people think about Single Page Checkout? In 2009, it seems that the Gap was nearly the only Top 500 retailer using it, how many are using it now? Are there any recent conversion studies (hopefully from large retailers)?

Are there any guides to design/best practices on this topic?

Also I would be interested in any studies on client-side/AJAX error trapping vs conventional server-side error trapping.

Thanks!
Sheri

Comments

25 Apr 2012 - 9:41am
Laurence Veale
2008

I did a bit of A/B testing on the very same, a protracted 6 step checkout versus a one page checkout.

Here's what I published on it...

http://www.abtests.com/test/224001/other-for-the-corkscrew-wine-merchants

 

25 Apr 2012 - 9:59am
Michael McWatters
2009

We just launched a site where we took what used to be 3 pages and condensed it down to 1, among a variety of other changes. The conversion rates have skyrocketed, and some of that, I think, is due to the simplified checkout page.

26 Apr 2012 - 10:02am
holger_maassen
2010

 

My experience with check-out-processes is this - there isn't one clear way to the holy grail - it depends on your products, your client, client's validation processes, backend and payment processes  and  you should never the individual users and their expectations and experiences with check-outs in general and with your client and its line of business. 

Currently I'm working for several fashion clients and each has its own checkout process, because we got different results and feedbacks.

Esprit-Checkout

LacosteCheckout1stPage

TommyHilfigerCheckout1stPag

PumaCheckOut1stPage

HugoBossCheckout1stPage

 

And each checkout process is different - and is once again different from country to country - And we have various reasons doing this diiferent ...

  • validation of customer's
    • loyalty and history
    • payment morale
    • etc.
  • validation of address data
    • existing address
    • residential area's quality  (e.g. solvent area)
    • etc
  • validation of payment data
    • payment data
    • asynchronous payment methods
    • etc.
And if you consider to create a single checkout you will run in total new problems - Yes we have and we try do again and again single page check outs but again and again we have backend and validation problems.

Perhaps - this article might be helpful for you or one or two: http://ux4dotcom.blogspot.com/2011/01/shopping-carts-check-out-there-is-often.html

And the Baymard Institute wrote a good E-Commerce Checkout Usability study - http://baymard.com/checkout-usability

To success!

 

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