3 Best eCommerce Checkout Types: Pros & Cons + Optimization Tips
With evolving consumer expectations and increasing demand for personalized services across multiple channels, you need to adapt quickly to respond to this shift in expectations. One of the biggest challenges for any eCommerce is a well-optimized checkout process.
According to Baymard, over 60% of buyers leave their shopping carts without completing a purchase due to the complicated checkout process. Whereas, a streamlined checkout page offers your customers a smooth route to purchase and good user experience on your eCommerce website so you could reduce cart abandonment and boost conversion rates. If you can prevent those conversion-killers from driving away your customers from checkout, both your conversion rates and business sales will increase.
So, what makes an excellent checkout page on an eCommerce website?
Minimal steps? Short forms to fill up? Zero distractions? Let’s check out what makes the checkout processes of some of the best in the eCommerce industry click.
Today, we’re going to discuss three best type of checkout and their strengths and weakness. To get the most from your checkout process, you need to create something that flows perfectly, and different types of checkout have their way of doing just that.
One Page Checkout
Single page or Express checkout: Just like the name, order summary, shipping information, delivery information, billing and payment details are all placed on one page to access smoothly and make the checkout process as active as possible. Customers don’t need to go back and forth between the checkout steps. One page checkouts are fast and provide a direct route to conversion.
Essential features of a customer-focused One Page Checkout
- Well-organized & intuitive checkout form
- Real-time inline data validation
- Avoid asking unnecessary information
- Order Summary
- Clear delivery/shipping costs upfront
- Assuring customers that their card details are safe
Pros & Cons:
Many people think that this type of checkout is faster. However, the One Page checkout is a complicated process where all the checkout fields are shown at once, and there is no system to guide the novice customers. As there are so many elements on checkout form, customers will need to scroll the page down to see the Checkout button.
For many customers, it is a simple and classic way to purchase the products. As the checkout steps are split into multiple pages with short and concise steps, customers find it easy to fill up the information and are unlikely to abandon. While multi-page checkouts aren’t the fastest type of checkout, they are very familiar to the majority of shoppers.
Multi-page Checkout Optimization Tips
- Keep the checkout flow as short as possible
- Show the customers where they are within the process
- Stick to the checkout conventions
- Let all steps move customers forward towards confirmation
- Never use side steps in checkout flow
Pros & Cons:
It’s pretty easy to collect leads with a multi-page checkout. To move from one page to the next, users typically have to click the element like “submit,” and volunteer information. At each ‘checkpoint,’ the online retailers can store submitted user information, including email addresses, for continuing marketing. Another important advantage is that you can see that at which stage customers abandon and this can help you adapt and optimize to increase conversions. However, multi-page checkout has too many steps, and it is quite long. Remember, show less information or your customers will go away?
This type of checkout is more straightforward than one page and multi-page checkouts. It is more intellectual, easy to understand, and efficient at the same time. The checkout process guides your customers on the purchase process itself.
Here are the main advantages:
- It shows your customers only necessary information and doesn’t ask any additional questions.
- The customers don’t need to register; just enter the email and start the purchase process.
- It has only 3 logical steps.
- It displays the ordered products during the checkout process.
In your eCommerce funnel, the checkout process is a tricky game which is hardest to optimize for maximum revenue. It is not the One Size Fits All, but some careful testing, implementing seemingly small and simple tweaks can play a significant impact on the efficacy of your eCommerce website.
Here’s a Baymard report ranking top 50 eCommerce sites checkout processes on the benchmark of usability & performance. A truly inspired eCommerce checkout process is quick, easy, secure, informed and without any distractions. A small increase in the percentage of users who complete the checkout would have a direct impact on your revenue.
The bottom line is no type of checkout is inherently better than another, but each does have individual strengths and weaknesses to recognize as you build and test yours. For more information on the different types of checkout or eCommerce CRO strategies, contact Krish TechnoLabs!
If you need the advice to improve your checkout process, an eCommerce audit or assessment, or perhaps you just want to discuss a project, we will provide you with consulting services. We will be happy to enhance your checkout and help you reach your eCommerce goals.