Removing distractions

from the checkout process

[hannamyluv]

In a newsletter I get, they mentioned that Amazon takes away all extra links when sending a customer through checkout. It's true. The nav bar goes away and there is nowhere to go but through the process (unless you hit your back button).

I would have thought that doing this would lead to making a customer mad, but when Amazon does it... well it does make you think.

Amazon can get away with lots of thing that a smaller site can't. Is this one of them or is removing any and all distractions a good thing?

[pete_m]

I think Amazon's got the right idea - don't distract the user from the checkout process. As long as there's an obvious link back to the rest of the shop, it can only be more user-friendly IMHO.

The customer has two obvious choices: continue and buy the goods, or leave the checkout and continue shopping.

If a customer wants to buy from you, make it as easy as possible!

[tolachi]

I copied that aspect of amazon when I made my checkout process a few years ago. I finally got around to testing it last week. 90% of users that enter the process complete it.

[Rachel]

I actually hate the new way Amazon has their checkout process. I'm always forgetting to add something to the cart, and I hate having to back space multiple times (with all the warnings that pop up when doing so on secured pages) to get back to their actual site. As you said, it's Amazon, so I deal with it, but it's frustrating. 90% of what I buy on Amazon is books, so maybe I should try B&N. Don't know if I'd put up with it on another site, unless it was a vendor I really valued.

Rachel

[pete_m]

I agree that the main flaw with Amazon is that there is no "return to the main store" or "continue shopping" link.

They present the customer with only one path - to complete the order. They should also offer an easy way to continue browsing.

IMO, apart from this they have it spot on.

[danieljean]

This reminds me of the debate around the "page paradigm" started at the Good Experience.

With a "back to shopping" link, that strategy sounds perfect to me.

tolachi- 90% sounds very healthy. bravo!