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One Page Checkout

Anyone else get worse conversion rates?

5:44 pm on Jul 2, 2009 (gmt 0)

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We switched to a one-page checkout about a month ago as it seemed that was the way to go. Less pages to go through; having everyone on one page. We designed it very well, easy visible steps down the whole page, required the same information as before...well the conversion rate has dropped 3% since the change.

Before we had the following pages after the cart:

1/ Login or New Customer page
2/ Billing/Shipping Address Page
3/ Billing information page which also had the "Order Now" button.

So from 3 pages to 1.

I talked to another business owner friend who recently did the same thing, as soon as they moved to a one-page checkout, the conversion rate for the entire checkout process dropped.

Anyone else have this same problem?


6:29 pm on July 2, 2009 (gmt 0)

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Does your one page checkout use javascript to reveal further steps in the process? Or is it really a single page showing everything to the user at once?

I've noticed a lot of one page checkouts seem to use javascript instead of htm or php pages, which can result in just as many steps to actually buy if not more. I often don't check out on these pages as I often like to use my back button to change my mind about purchases. Often everything has to go in again if it's done client side.

6:34 pm on July 2, 2009 (gmt 0)

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This one in particular has everything on one page. The only thing that changes (further down the page) is the shipping price, which changes depending on the address information the customer enters.
7:39 pm on July 2, 2009 (gmt 0)

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Here are a couple of articles. It's anecdotal, not studies, but it's clear that one-page checkouts are not a magic bullet for cart abandonment.



[edited by: lorax at 8:13 pm (utc) on July 12, 2009]

6:24 pm on July 10, 2009 (gmt 0)

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I have not checked out those links yet, so this might be duplicate information, but from what I have seen...

One of the reasons 1 page checkouts generally don't work is because the customer has not yet made his decision 100% to make or go through to the purchase.

In example: if the customer puts in the work of filling out the initial page info, that work has been done, and he/she feels that abandoning the process now will have wasted the effort put into it. Now the customer is more likely to finish the process. And they've committed to it a bit more.

There are also psychological reasons of having too much to fill out/or to see at once on a single page.

Another reason I can think of is most checkout processes are at least two/three pages and this is what the customer is accustomed to. When he/she sees something different, they will become skeptical.

12:23 pm on July 11, 2009 (gmt 0)

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If the shipping changes when the customer enters his address in the same page it means your form operates exclusively with jscripts. That's not a good thing for commerce. You want to give every customer the ability to checkout even if scripting is off. And ideally your store should support both js on/off, so for clients with scripting enabled you take advantage of and speed up the details selection. At the same time you do not rule out others who may be concerned with browser security.

Then depends how the checkout is structured. For example for a store that accepts one payment method via an external gateway (no cc) and one shipping method only, there is no point to waste time displaying individual pages nor allowing the customer to enter anything as there will be a single selection. So in that case you could simply display a confirmation page speeding up the checkout process.

In other cases with multiple carriers, cc details etc, you should still deploy at least a confirmation page (plus the payment/shipping which can be combined into one). Also it depends on the cart, how it handles existing customers vs new customers. For existing customers you could ease the selection of various details based on their previous cart processing. (with the aid of address books, pre-selected carrier or a cheapest shipping option selected, things like that).

10:24 pm on July 20, 2009 (gmt 0)

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If you have backup code, rollback the changes to see if it increases your conversion. On a side note the economy is slow, we have seen our conversion rates drop too, without any checkout changes.

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