One-page checkout… multi-page checkout… these sure sound like buzzwords in the eCommerce community.
They’re a lot more than just buzzwords though – one of these can really increase the likelihood of cart abandonment on your Shopify store.
Almost 70% of online shoppers will abandon their basket of items after perusing your store; that’s a lot of potential revenue!
Find out why having a one-page checkout can encourage customers to complete their purchase.
Cart abandonment can happen during checkout
There’s a lot of reasons why somebody might leave your website with an incomplete purchase – including hidden or extra fees, lack of trust in the security measures, and forced account registration.
In 2017, 28% of consumers in a study reported abandoning their cart due to a long or confusing checkout process. In other words, failure in the checkout design or process was the third-highest reason for cart abandonment. (Spoiler: multi-page checkouts create more opportunity for confusion).
That’s a big number!
It doesn’t stop there though.
Smartphone shoppers are more likely to abandon their cart
Mobile-commerce (m-commerce) has been on the rise for a long time, with revenue increasing approximately 1.5x each year for the past 7 years. Despite that, statistics show that mobile users are 70% less likely to spend than desktop users.
That’s a whole ‘lotta money to be earned.
How does this tie into our checkout discussion, you ask?
Well, optimizing the mobile shopping experience is extremely important to keep customers on your website – after all, 88% of mobile shoppers report having a negative experience on a mobile website due to difficult navigation and an annoying checkout process.
At that point, customers tend to get frustrated and leave the site.
When surveys show that 21% of people have abandoned a cart while on their phone due to the checkout process being too long, you know this is something you’ll want to optimize.
Using one page for your checkout is a game changer
The great single-page checkout vs. multi-page checkout debate continues. Here’s what you need to know when using them…
If you’re using a multi-page checkout, you’ll want to include no more than five steps in the checkout process according to this nifty infographic. It’s also useful to have a progress bar so that customers are aware of how much longer they need to spend clicking through pages, filling out their information, reviewing their order, etc.
Honestly though, you’re better off using a one-page checkout design.
- It’s faster (read: can shave off almost a minute from the checkout process, which translates into less time for people to change their mind and leave their incomplete purchase behind).
- It’s more user- and mobile-friendly, meaning less chance of cart abandonment due to frustration.
Up your conversion rates with these other tips
To increase your sales even further, upsell products after the checkout page (it’s shown to be more successful in increasing your conversion rates). With less clutter on a single page, adding an upsell at this point won’t be a distraction.
Shortening the amount of time it takes to do anything on your website will really help increase your chances of a customer completing their purchase, especially in the checkout page.