Checkout Page

What is Checkout Page?

Checkout page is an eCommerce term that refers to any of the eCommerce website pages shown to a customer during the step-by-step checkout process. It is an online equivalent of a physical checkout counter in a grocery store where a consumer pays for the chosen goods. Checkout pages come in two types: one-page checkout and multi-page checkout.

One-page Checkout vs. Multi-page Checkout

As the terms imply, checkout pages can be built as single-page solutions or as step-by-step processes. Although the one-page checkout option is rapidly gaining popularity among eCommerce retailers due to its perceived benefits of being faster and more user-friendly, various case studies demonstrate that conversion-optimized multi-page checkouts can be just as effective, and both options have their pros and cons.

One-page Checkout: Pros

One-page Checkout: Cons

Multi-page Checkout: Pros

Multi-page Checkout: Cons

Choosing between the two options will ultimately boil down to the type of business you’re running and your customer base. The important thing to remember is that selecting the type of checkout page is just the first step, next, you should look at ways to optimize it.

Tips to optimize an eCommerce Checkout Page

Before you start changing anything on your checkout page, ensure you have a crisp understanding of all the problems that need to be addressed. Going at this blindly might do more harm than good. Make use of Google Analytics, heatmaps, and A/B testing to determine friction and drop off points and implement relevant changes to improve the conversion rate. A few reliable tactics you can try are:

  1. Skip the mandatory registration: more and more users expect to have the guest checkout option when they proceed to the payment page. You can also offer the option to log in via social networks or Gmail or ask them to register on the thank you page if you’re trying to collect more data, but be sure to remove the registration barrier in order to increase conversions.
  2. Offer multiple payment options: it’s a good idea to display payment options as early as the product page to avoid causing frustration later in the process. The wider the choice of different payment gateways, the more chances are your customers will complete their journey.  
  3. Help buyers feel more secure: minimizing the risks involved in online shopping will help your customers follow through with their purchase. You can do that by adding security seals and payment logos as well as offering a money-back guarantee or free refunds option.
  4. Add ‘save the cart’ option: allowing your buyers to quickly and easily resume their shopping by providing the option to save the entire cart or individual product for later will increase the odds of them returning to complete the order.    
  5. Offer free or cheap shipping: with the Amazon Prime on the rise, buyers are starting to take free shipping for granted. High shipping charges is one of the main cart abandonment reasons, so it’s best to be transparent about them upfront or, when possible, remove the additional fees entirely.

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Justas Markus: CEO & Co-Founder of GetFound XL and a blogger at Entrepreneur.com, Observer.com, Influencive.com and others. Catch up with Justas on Twitter.