The checkout process is one of your most critical moments during a customers’ eCommerce shopping experience. What happens during checkout directly affects your conversion rate and your bottom line. At this point you are moments away from the sale, but this moment can take a turn for the worst if your customer abandons their cart at this critical point.
Most eCommerce websites have had to deal with cart abandonment at checkout and therefore, look for a checkout design that lowers this risk. Today there are three popular checkout formats that have proven to be user friendly thereby effective at preventing cart abandonment at checkout. Following are the benefits of the three carts to provide a better understanding of the style that will work best for your customers.
With a multi-step checkout you are splitting up the checkout process over multiple pages in order to simplify the checkout. Splitting the pages may make the checkout easier for some users but it also can make the process feel longer for others. This can lead to premature cart abandonment, which is a major con when it comes to multi-step checkouts. A way to avoid the feeling of a lengthier process is to include an indicator on each page that shows the shopper which step they are at. An important advantage of a multi-step checkout is that it allows the shopper to better focus on the step they are completing because it has it’s own specific page. This process is also significantly easier for users who shop on their pc, or who just find online shopping to be a bit complicated, to navigate through.
Another additional pro includes the layout, which is generally cleaner because the information is not crammed onto a single page. Also, since the shopper has to complete forms on various pages you are able to capture their data throughout. In the case that the shopper does abandon their cart you still have the information from the completed fields that you can use to follow up.
A one-step checkout simplifies the process so that all of the information your buyer needs to provide is located on a single page. This checkout allows the shopper to submit their shipping and payment information in one step. With its responsive design, auto-fill capabilities and compatibility with your Magento store, the Magento one-step checkout extension promises to make the process easier and ultimately increase sales.
The one-step checkout is naturally quicker because there is only one page to fill out. Other pros for the one-step checkout are that the customer is able to see exactly where they are in the checkout process at every step. Also, because this checkout has a responsive design, it is easier to use when shopping on a mobile phone and/or tablet. This is another plus as these devices are increasingly becoming the device of choice by the majority of online shoppers.
The one-page checkout is similar to the one-step process as all of the elements are on one page. But, in a one-page checkout you input your shipping, billing and other necessary information in a separate form that pops up. The various forms are technically part of the page so you don’t have to wait for an entirely new page to load, like in the multi-page checkout, reducing the customers’ wait-time. Because the checkout steps are broken up under different headings in the one-page checkout it helps aid the consumer as they navigate the process. It helps your shopper to know where they are and what forms they are completing. This makes the experience easier on the buyer. Although things can get tricky if the buyer tries to go back a step by hitting the back button. This will likely take them to the beginning of the original form, meaning that they will have to input all of their information again from the beginning. This is an easy problem to solve if you save their data against your server in the checkout process.
As you can see, all of these various checkout processes have their pros and cons. Your site design and the type of customers that frequent your online store will determine which checkout is best for you. If the majority of your customers purchase from their mobile devices, a one-page or one-step checkout is more than likely ideal. But, if you sell expensive or high end goods and your customer is parting with a hefty amount of money when they shop with you, a multi-page checkout may be best. This is because customers often feel more confident that every part of the checkout process was thoroughly completed with the multi-step. We at Aydus can help you with your chosen checkout extension and more. Please contact us today!