A checkout page is a destination that every merchant wants the customers to visit. It is the end goal. Design a website, bringing traffic, and suggesting promising products; all your efforts may go in vain if the checkout method is not user-friendly and highly converting.
Designing a checkout page, modifying the fields or selecting among the various methods depends on the level of convenience, you aim to create for the end-users. The different methods such a one-step, one-click, on-page, or multi-step checkout have varied implications. One model may suit every website and its users. You may need to select a relevant one and keep on molding the design as per your needs.
For example, you can add a field to the personal details section or add an option of picking up the order rather than delivering it. The online stores can utilize tools like Magento 2 custom checkout fields for making changes to the checkout process. The extension helps you create additional fields, utilize different field types, and enable data validation.
It supports both, the one-page as well as the multi-step checkout method. To help you understand these two methods, I am comparing them along with their advantages and disadvantages.
One Step Checkout
One-step checkout, as the name suggests, sums up the multiple steps into one to create a swift checkout process. This brings all the elements to a page that includes personal details, shipping and billing information, etc. thus, making it easier for the buyer to fill the details at once and proceed with the payment.
The one-step checkout page is designed to refine the shopping experience of online stores. It is liked the most by users who want a swift checkout mechanism. The one that does not rely on their connection speed. If the website loading speed or internet connectivity is poor, a multi-step checkout may take more time than expected. On the contrary, single-page checkout is bliss for shopping online.
Following are some of the assets and liabilities of one-page checkout.
Assets of One Step Checkout
Simple and Easy – The one-step checkout has a simple design that displays all the fields at once. The customers get to know what details they need to provide. Users can fill the fields, review or edit them with ease, and continue shopping.
Quickly to Fill Details – The display of multiple steps on a page allow customers to fill the details. They no longer need to wait for every step to load and enter the data. The fields remain the same, whereas they are given the opportunity to fill in one page rather than many.
Distraction-Free Process – It makes the potential buyers stay on the checkout. Thus, it reduces the cart abandonment rate because of design, load speed, other distractions. The continuous flow of data fields on one-step checkout takes them smoothly to the payment tab.
Liabilities of One Step Checkout
First-time load speed – The One-step checkout combines the multiple pages. It may save time between multiple steps, but the entire one-page may consume more time to load.
Long Form Page – Combining all the steps in one page makes the checkout look bulk and long-form. It may not be as attractive and engaging as other alternatives.
Difficult to track buyers’ journey – In one-page checkout, you cannot track as which section is creating friction in the buyers’ journey and stopping them from the purchases.
A multi-step checkout segregates the purchase process into multiple pages that acquire user information step-by-step. The customers proceed to the next steps as they complete the previous one. It relieves the users by allowing them to enter personal, financial, and billing details one after another.
The multi-page checkout primarily includes two to three pages. Adding more pages may create a nuisance for potential buyers. The internet buyers are now more short of time and they do not want to indulge in registration or checkout pages that are long-form.
Here, I am discussing some of the assets and liabilities of multi-step checkout to help you easily differentiate between the two methods.
Assets of Multi-Step Checkout
Clean layout with Review – The design and layout of a multiple-step checkout are more clean and usable. The customers feel confident and secure upon providing details as they can review and change it anytime before completing the purchases.
Track User behavior – The segregation of a checkout process into multiple pages helps you track the users’ behavior as which step is creating a hurdle of finishing the purchases. You can track cart abandonment for each step.
Collect Email Addresses – With multi-step checkout, you can acquire the email addresses of the users who fail to complete their purchases. You can utilize these email addresses to send them cart reminders or re-target them for promotions.
Liabilities of Multi-step Checkout
A time-consuming checkout – Going the multiple steps to check out for a product is a time-consuming process. The users are required to wait for the next page to load after completing one.
Unfriendly design – In a multi-step checkout, the users are unable to view the data they enter in the previous step. It is difficult for them to go back, review, and edit the details.
Higher cart abandonments – The transition from one page to another often distracts the users from the purchase journey. They may leave as soon as they find a better offer in between the purchases. This increases the cart abandonment rate.
Which checkout method is better?
Comparing the two for different business models and the market may not be right. The way the design of every website considers various factors, the requirements for the checkout page also depends on factors that are specific to a business.
If you believe in having a minimalist design for your website then selecting one-step checkout is more viable. Keep the fields limited to acquiring the basic information only and let the users fill it in a go.
If you plan to collect more information from the customers, I suggest select multi-step checkout. It navigates the users through the checkout process with breaks so they do not bother giving more information.
Most of the online stores are careful the decline in their conversions. With a one-page checkout, they are unable to know the data type or section that the users are not willing to fill and revert.
In multi-page checkout, you get to know either the user left the cart after providing personal details, the billing and shipping details, or at the payment section. This helps you refine that specific page to pursue higher conversions. Before selecting anyone, you may need to recognize your business goals first.
About the Author:
Hamza Riaz is a Digital Marketing Executive at FME Extensions, a leading Magento design, and development agency. He manages digital marketing of top-notch Magento extensions developed by FME. Also, he likes to express his thoughts and experiences in the form of write-ups. You can find him on LinkedIn.