Checkout is the most crucial stage in a user journey on an e-commerce platform. Steps such as filling out details, verifying items, and making the final purchase decision, demand a lot more thought process than any other stage in the journey.
Any friction point such as additional form fields, login requests, slow loading speed, etc. on the checkout page can throw off the user’s intent to buy the product or push them to rethink their buying decision leading to a loss in conversion & sales.
As per research by Baymard Institute the average cart abandonment rate is over 70% across industries. To put things into perspective, every 7 out of 10 customers add products to their cart but do not purchase due to the complexity of the checkout page. Any oversight at the checkout UI/UX can further strain the situation.
Here is where one-page checkouts can help in simplifying the purchase journey. By leveraging expert UI/UX design services, businesses can create effective one-page checkouts that enhance user experience, reduce cart abandonment, and ultimately boost conversions.
Let's take a closer look at one-page checkouts and how they can transform user experiences.
One-page checkout is a simplified, fast-tracked, and streamlined type of checkout process that is designed to collect all purchase-related information on a single page. It includes details such as personal information, shipping address, payment methods, etc. on a single-page layout.
One-page checkouts are designed to simplify the user journey and add more convenience to the digital commerce process. By implementing a one-page checkout process, organizations can ensure that customers don’t get frustrated on the way with too many jump-cuts from one page to another and lose the purchase momentum.
Source: Reebok
Source: Allbirds
One-page checkout design encourages users to go through the purchase process instead of abandoning carts. This can improve conversions, enhance customer satisfaction, and make the buying experience a lot smoother and more seamless.
Let’s start with how is a one-page checkout different from a multi-page checkout.
Well, multi-page checkout, or a checkout process that is spread across multiple pages, is better for businesses that sell high-value products and services. This is used when a keen eye is needed to review and confirm details. It is suitable for showcasing & processing larger orders where users need a guided experience to make the purchase.
A form of multi-page checkout was a traditional 3-step or 3-page checkout process that was long, detailed, and time-consuming.
Source: Bellroy
However, as digital commerce evolved, brands shifted from multi-page checkouts to streamlined one-page checkouts.
Implementing one-page checkouts resulted in a faster, more convenient checkout process. Moreover, with users shifting gears to on-the-go purchases on mobile devices, the one-page checkout method became even more popular because of its accessibility and minimal appeal.
It is also crucial that we address a common confusion which is if one-page checkouts are the same as one-click checkouts. The answer is no, they are not.
Source: Bolt
While they complement each other, they still have their set of differences.
In a one-click checkout process, the user details, shipping and billing information, etc. are already pre-filled beforehand. Users will simply move to payment processing, right at the checkout. This step makes the entire checkout process even more speedy.
Here’s how one-page checkout and one-click payments can work together:
For a first-time user, businesses can utilize one-page checkouts for a hiccup-free order placement.
Once the trust is built, users can save their payment details to fast-track future orders and switch to a one-click or single-click payment option. This is even better for mobile users who look for seamless shopping experiences at their fingertips.
ALSO READ: Why your eCommerce Business Needs an Extension to Mobile App?
Although one-page checkouts have all forms placed on a single page, there are various ways to organize them. Let’s discuss on the same below:
On a single checkout page, all the information is collected right up-front in an expanded form. Users can fill in the details in any manner they like, or in any order they would like to follow.
Another type of one-page checkout that is most suited for mobile users is pop-up checkout. Here users see pop-up flows for login, shipping details, payment details, etc. appearing in a flow - one after the other. Pop-ups utilize screen space and let people focus on current information, while the other elements remain behind the pop-up.
One-page checkout: Stellareats
With an according type of checkout, users often see multiple forms hidden behind collapsible parts, similar to how you see menu items. Users tap on each item to expand the section and fill in the details before moving on to the next.
This way there is no information overload on the screen and users can focus on one section at a time. Here's an example of Everlane & Kiehl's checkout page in accordion style.
Source: Everlane
Source: Kiehl's
A false single-page checkout creates an illusion of a single-page checkout however, unlike a single-page checkout process where users are free to enter the information in the order they like, the information here can be entered only in a desired manner. Users are able to move ahead with the process only after the previously required information has been completely submitted.
Single-page checkouts are becoming more and more popular with e-commerce stores taking a modern shape. Let’s talk about the benefits it brings to the digital space.
One-page checkout is much cleaner and concise. It allows for faster navigation from one element to the other and gives a complete picture of your product details, address details, price, offers, etc. right in front of the eyes.
Unlike traditional checkout pages that are highly complicated, one-page checkout has a much more streamlined UI. With an easy-to-use layout, users intuitively fill in the details without much hassle.
Source: Sephora
Users today do not have too much time at hand, hence, the buying journey needs to be quick on digital platforms. With a one-page checkout, users do not have to go back and forth with filling in details and cross-verifying them on multiple pages.
With everything upfront, this saves them the time and effort involved in the purchase process which in return enhances the efficiency of the platform.
Also, it is great for returning customers, who won’t have to fill out any forms and can easily initiate the payment process, making the buying journey even faster.
There’s a reason why social media platforms are using scrolls as a medium to engage users with their content. This is because scrolling is a much faster and more seamless move than clicking for every move. This applies to e-commerce sites as well.
Checkout pages with fewer clicks and more scrolling tend to reduce the frustration levels of users. This means faster checkouts and lower abandonment rates.
The last thing you’d want to see on your platform is an unhappy user. With every extra click, form field, or financial detail, your users will take a step away from the ultimate goal - i.e. tapping the ‘pay’ button and converting to a ‘customer’.
One-page checkout allows you to simplify UX, tackle abandonment challenges, and make the process faster.
Source: Bliss
User inputs and feedback can be handled in a centralized manner with one-page checkouts.
From a technical perspective, it is easier to manage and update one single page than multiple pages and processes, shelving the need for multiple resources - ultimately bringing down the cost.
Know in detail some of the most useful user interface (UI) design strategies for optimizing a one-page checkout experience on your digital platforms:
While offers and discounts can bring in more sales, too many of them can distract users and lead to higher abandonment rates.
Source: Zara
This is why brands should declutter the page, lose out on unnecessary elements, and stick to basics. Instead, focus on highlighting the available text, fonts, CTA colors, payment buttons, etc. to enhance the impact on the user’s mind.
Responsive designs are a must for organizations today. E-commerce brands should align their design teams to create one-page checkouts with bigger form fields, readable text, and easy-to-tap buttons - that can be easily adapted into mobile designs.
Keep in mind the placement of CTAs and align them with the user’s thumb on mobile devices to enable an intuitive touch.
Keep checkout pages dynamic to ensure the delivery timelines, shipping costs, taxes, etc. are communicated clearly to the users before they head to the payment gateway. This would strengthen consumer trust in your platform and save them from any shock post-purchase.
Also, even with one-page checkouts a progress bar can help users know how much of the process is completed from their end and how many steps are left.
Source: BonBonBon
For e-commerce experiences to be truly convenient, a guest checkout option is a must. This allows users the flexibility to order products without logging in.
Source: FloLiving
Source: Terrain
It caters to two categories of users - one who indulges in impulse buying and has no time at hand to create an account, and the other who is skeptical and does not wish to share and store their information on the online portal. Ultimately leading to lower abandonment rates and higher sales.
Give your customers the option to edit the cart and wishlist products they’d like to rethink or buy them later. This way they won’t lose track of their preferences and there will be better chances for them to come back and buy those products.
Source: Bed, Bath & Beyond
Keep quick support features such as live chat on your one-page checkout to address any last-minute queries instantly and help your customers come to a decision fast.
Source: Aesop
Brands can also leverage an AI avatar or chatbot at checkout to take brand engagement levels to a new high.
ALSO READ: AI Avatars in E-Commerce: Know the Benefits, Limitations Potential
Have your customers fill out forms with auto-fill features to speed up the process even more. You can also leverage artificial intelligence (AI) to highlight which payment method is most used by customers or size suggestions based on past purchases.
Source: Grovemade
Source: Aesop
Showcasing certifications such as SSL, trust seals, and secure payment options in a non-intrusive way at the checkout page can instill trust among users. Make sure to do so in a seamless manner, preferably in the footer for clear visibility.
Source: ASOS
Every brand’s checkout page must be accessible to people with disabilities. Keep appropriate color contrast, implement screen reader support, etc. so all users can use the platform efficiently.
Source: Reebok
ALSO READ: Accessibility Design: 4 Principles to Design Mobile Apps for the Visually Impaired
Include options such as ‘similar products’, ‘you may also like’, or ‘most bought with’ to your one-page checkout to enhance chances of higher AOVs. This way users will not only discover products that complement their choices but will also engage better with your brand.
Shopify platform has evolved its three-page checkout version to a more streamlined one-page checkout optimized for speed and conversations. Merchants could minimize friction with a simplified checkout experience, reflect their branding on the page, and centralize every critical aspect of the transaction process onto a single page within Shopify’s platform.
Source: Tailor Stitch
WooCommerce, a popular eCommerce plugin for WordPress, offers its users the flexibility to use a one-page checkout solution. With features such as shipping details, billing, and payment details on a single page, it helps users to transact quickly and efficiently. Store owners can utilize various plugins on the application and customize their checkout page. Additionally, they can integrate features like guest checkout and autofill options.
Optimized one-page checkout is BigCommerce’s default checkout page. Its responsive, minimal design lets users comfortably checkout from any device in their chosen currency. It offers users an intuitive layout, customizable fields, guest checkout features, and much more making it a popular choice for online retailers.
Magento helps merchants include a range of features such as automatic address validation, real-time shipping rates, and secure and renowned payment gateways and methods such as PayPal to accommodate a wide range of customers.
ALSO READ: Magento vs Shopify for eCommerce Application Development
Google Analytics: Track user behavior during the checkout process by leveraging the powerful capabilities of Google Analytics. Analyze the drop-offs, assess the conversion rates, and identify areas for improvements with user insights. For instance, if a lot of users drop off during the shipping process, it could mean that the form fields are either too many or too confusing. Brands could then work around to streamline the same.
Hotjar: Hotjar is a very useful tool for mapping the way users interact with your one-page checkout. Organizations could utilize heatmaps and session recording features on Hotjar to see how customers move around the page and place the most important CTAs accordingly.
A/B Testing Tools: Utilize platforms such as Optimizely to test various checkout designs and features, allowing for data-driven decision-making and enhanced one-page ux.
Performance Optimization Tools: Solutions like GTmetrix or Pingdom help to ensure that your checkout pages load quickly, reducing wait times and improving overall user satisfaction.
Let’s talk about some of the most popular websites that have adopted one-page checkout.
With options such as guest checkout, address suggestions, and a pick-up-at-store option, Adidas offers a fulfilling checkout experience to its users.
Source: Adidas
The brand showcases a clean accordion-style layout with a guest checkout option. Shipping and payment details are hidden behind collapsible parts for a minimal appeal. Order and price summaries are also showcased for easy viewing and verification.
Source: Under Armour
Chewy’s single-page checkout page has options to change quantities of products if needed. It also showcases trust labels such as a 100% money-back guarantee and secured transactions.
Source: Chewy
Tessemae's offers a clean one-page checkout with a clean look and also offers an express checkout payment option.
Source: Tessemae's
Macy’s offers a mix of one-page checkout, accordion, and false one-page checkout with a few sections open, some available to fill as per user’s needs, and a few sections hidden, where information can be entered only in a desired manner.
Source: Macy's
Flux offers multiple payment options right at the top for faster checkout along with a shipping protection feature. With guest checkout and intuitive address fill-in options, it offers its customers a smooth, hiccup-free shopping experience.
Source: Flux
Bliss offers a responsive application. The checkout page showcases upselling and cross-selling options to enhance user experience.
Source: Bliss
Along with its benefits, we’ll also discuss a few drawbacks of the single-page checkout process and how you can avoid those mistakes while implementing the same on your platform.
UI can get overwhelming: One-page checkouts with too many forms or form fields on a single page can get intimidating or overwhelming for users. Businesses can reduce the number of fields, and remove too many distractions such as upsells, etc.
Slow loading time: With too many options on one single page, the loading time might be higher as compared to multi-page checkout. Try and utilize a combination of pop-ups and a one-page checkout.
Limited data collection: One-page checkout often collects less information than a multi-page checkout, limiting the analytical capabilities. It also becomes difficult to track the sales funnel as to at what step the customers abandoned their cart. Utilize heatmaps and behavior analysis to strengthen the analytics game for your business.
Here are a few best practices and tips to optimize one-page checkout and increase conversion rate:
A typical e-commerce flow begins with the user browsing the website and adding products to the shopping cart. Next, comes the checkout process where the customer fills in personal, shipping, and billing details. This is followed by order review, placement, and confirmation. Lastly, loyalty cards and coupons are offered to the customers to urge them to come back to the platform, for another purchase. In case a user adds a product to the cart and does not initiate a purchase, cart abandonment emails, and SMSs are sent to the customer to drive them back to the platform.
A one-page checkout process is a great way to enhance user satisfaction and drive conversions. Offering users a frictionless, user-friendly, and cohesive checkout page can significantly reduce cart abandonment rates and foster loyalty. Organizations must focus on simplifying the layout, offering guest checkout options, and ensuring mobile responsiveness to reinforce a lasting, and positive user experience.
Remember, convenience is the key when it comes to driving user journeys.
Need to know how you can adopt a seamless one-page checkout design for your brand? Schedule a no-obligation consultation today to craft engaging, seamless, and satisfying user flows.