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Ecommerce Forum

Single step ordering
Is shopping cart system too much for some customers?

 8:54 am on Jul 5, 2007 (gmt 0)

Is shopping cart system too much for some customers?

Ever considered a Single step ordering? Just one page?



 9:32 am on Jul 5, 2007 (gmt 0)

That would be a winner.


 9:43 am on Jul 5, 2007 (gmt 0)

It would be worth atry although Ive just finished reading a book on increasing conversions and said when it was tried it didnt increase sales.

Having an 'order now' button instead of buy now etc worked better


 11:29 am on Jul 5, 2007 (gmt 0)

when it was tried it didnt increase sales.

Essex_boy, do you know why?



 2:59 am on Jul 7, 2007 (gmt 0)

Essex_boy, if its not against the forum rules, would you mind mentioning the name of the book? If not, then would you mind sending me a private message with the title?


 3:33 am on Jul 7, 2007 (gmt 0)

That's assinine. Reducing the number of pages on checkout does increase conversions. Well known fact.


 4:02 am on Jul 7, 2007 (gmt 0)

There are lots of ways to do a single page system... I imagine the effectiveness will depend upon how it is done.

It could be a simple system (think parking ticket machine - order, pay, get all on one interface) or a more complex one (think ATM machine - connect, multiple questions on one interface - e.g. AJAX).

On the worst side of things, making things all one one page could be more confusing. Intuition breaks down at some point when you break away from the market norms too much. How does your user know that they need to press the arrow next to the product to move it into the shopping cart box, and then press the 'pay button' to activate the credit card boxes...


 7:41 am on Jul 7, 2007 (gmt 0)

i think this depends

what if your checkout has options, ship multiple packages to multiple addresses. what about shipping prices fro those options, not to mention extra promos like giftwrapping each item, or a set of items, etc, etc. What about existing customers, new customers,

having one page may work for some, but i think the most logical way to do it is great.

I have a 85 - 90% checkout to sale ratio and have 3 pages of checkout

anyway, my 2 cnts


 9:22 am on Jul 7, 2007 (gmt 0)

i changed my existing setup from a single page to three page model.
Immediately we got responses from our donors that it was very very difficult to donate. The reason was validation of form fields.


 10:25 am on Jul 7, 2007 (gmt 0)

single step is great if you only have one product
but if you have 2 or more products, single step ordering prevents shoppers buying more than one product
just plain logic


 7:17 pm on Jul 8, 2007 (gmt 0)

No the book didnt say why conversations reduced with a one step checkout, but its called 'Call to action' and I found it to be worthwhile.

Although I think it may have been due to confusion of buyers, everything is about their expectations, they expect a shortpage then maybe nother when buying on the web.

To suddenly be presented by a page that runs the length of the Amazon could scare them witless and away, a primary reason being that they are wondering if theres any more pages like this one to complete.

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