Best practices for one-page checkout

We’ve written before about the checkout process and the diversity of checkout implementations among the industry’s very largest merchants. Now, data from the MarketLive Performance Index suggests that single-page checkout is becoming more prevalent, at least among small- to mid-sized merchants.

Fully 67% of merchants in the Index — more than two-thirds — use single-page “accordion”-style checkout, with a form whose sections expand and collapse as shoppers move through the steps. Furthermore, three-quarters of all transactions from Index merchants occurred via single-page checkout, suggesting that consumers are more comfortable with this option than ever.

As ever, whether single- versus multi-page checkout performs better depends on the implementation, the industry and the target audience. But since many merchants seem to be considering the move to the single-page format, we thought now was an ideal time to highlight best practices for implementation, so that merchants with checkout improvement on their 2014 priority list can tackle the change authoritatively when the time comes.

To create an effective single-page checkout, merchants should:

Keep crucial data outside the collapsible frames. While merchants should take advantage of the “accordion” format to display checkout elements in manageable sections, some information should remain accessible at all times. Specifically, merchants should design pages to anchor in place:

• Trust-building badges. Third-party certification logos proving brands are legitimate and transactions are secure can help boost conversion, and should be displayed in the static region of the page.

• Order summary information. At any point in checkout, shoppers should be able to view the products in their basket — with SKU-specific images and  – as well as shipping and tax totals.

• Customer service information. Shoppers should be able to access the brand’s 800 number, FAQs and live chat links from any part of checkout.

MarketLive merchant Armani Exchange includes drop-down options for shipping  and the capability to enter a promo code in its right-hand column display of order summary information, along with links to shipping and returns information. The “800” number is prominently displayed at the top of the page.

Display prominent, contextually-relevant error messages. Merchants should ensure that shoppers who skip a required field or commit typos when entering credit card information receive prominent feedback in the right place — and, of course, should be prompted to enter (or re-enter) only the relevant information, with the rest of their information saved.

MarketLive merchant WBShop.com highlights the relevant field and uses a pop-up red dialog box to instruct shoppers how to correct the error.

Self-contain and streamline the payment process. Checkout abandonment at the payment step using one-page checkout is 26% lower than with traditional checkout, the Performance Index found. To achieve such success, though, merchants must design the payment section of the page to be both comprehensive and streamlined. They should:

• include all the options — even if paths to alternatives such as Paypal have also been displayed on the cart page. Shoppers shouldn’t have to leave the checkout environment to select a different payment method.

• streamline credit card entry. Since different types of credit cards use different number sequences, there’s no need to prompt shoppers to both select their card type and enter the number. Merchants should auto-select and display the card type so shoppers can confirm they’ve entered the right one, but shouldn’t be required to take further action unless a correction is needed.

MarketLive merchant Helzberg Diamonds uses a radio-button list to enable shoppers to select Paypal or proceed with either a Helzberg card or regular credit card. After selecting the credit card option, shoppers can enter their number directly; once the number is entered, the logo matching the card type is highlighted for verification. Badges indicating participation in password-protection programs offered by Visa and Mastercard help instill confidence in site security — especially important for a jewelry site offering items that cost hundreds or thousands of dollars.

Do you use a single-page checkout? Why or why not?