When it comes to eCommerce checkout optimization, there’s so much that can be done. We know that 70% of your customers will abandon during checkout, and that means there’s lots of scope for improvement. Thinking about Magento 2 One step Checkout or Multi step can save 70% your customers.
You can keep running A/B tests in the checkout alone for the rest of your life and you’ll still be finding new things to improve. But, before you start changing button colors and hoping for vast improvements, maybe you should take a step back and look at the big picture. When customers reach your checkout page, the first thing they’ll try to determine is how long it is. Does it go on and on and ask you to fill out unnecessary stuff? Or is it short and sweet? If your checkout seems long and tedious, it’s likely that customers just won’t bother going through it. They came to your site to buy your product, not to answer a ten-minute questionnaire. This is especially true if they’re already on the fence about making the purchase. That’s why the question of going with a single page or a multi-page checkout is an important one.
On the one hand, a single-page checkout obviously seems shorter than a multi-page one, yet there are pros and cons to each.
Magento 2 One step checkout is good?There do exists some A/B cases where one page checkouts outperform multi-step checkouts significantly. These cases however often compare a non-optimized multi-step checkout with a new optimized one page checkout.1 During the research for our checkout usability report we found that users in general had relatively few problems navigating between multiple steps (as long as a few simple guidelines are adhered to) – the usability issues were primarily caused by what the customer had to do at each step. When A/B testing a non-optimized multi-step checkout (being A) against a one page checkout (B), I’d say if a C version were introduced that took precisely the same form fields as the one page, but split it across two pages (address on page one, credit card details on page two) – there wouldn’t be much, if any, difference in abandonment/completion rates between B and C. What this means is that the number of pages that your checkout uses is not the most important factor1.
All you have to do is shop on a few different very successful online retailers to realize that there are no hard and fast rules. What is important, is asking for just the right information, at the right time, in the right way.1 Just as important, you need to clearly provide the information that the customer needs to feel safe and comfortable purchasing from your online store. You can achieve those things on both a multi-page and 1-page checkout.
Single Page Checkout
Prosa) Speed – Even though the number of form fields are more or less the same between single and multi-page checkouts, it’s still quicker to fill out a single-page form because customers don’t have to wait for page refreshes between each step.
b) Progress – With a single page checkout, customers can see exactly how far along the checkout they are, and how many fields they have left before they can complete it. It adds a little psychological boost and motivate them to finish it off.
c) Navigation – The good thing about a single page checkout is that there’s really no navigational elements. All the fields are on the same page so there’s no need to go back in the browser. In a multi-page checkout, this might cause problems, especially if customers return to their original page and find that they have to re-enter data.
Consa) Layout – The problem with a single page checkout, if you have a number of fields, is that the design and layout start to look cluttered. You’re basically trying to cram 3-4 pages worth of form fields into one page. This could actually backfire and turn customers off.
Prosa) Email Collection – By splitting up your checkout into multiple pages, you can still collect data from customers if they filled out the earlier pages, even if they abandon the checkout at a later stage. For example, if the customer enters an email address in page 1, and then abandons in page 3, you still have the email and can contact the customer to recover the cart.
b) Find Dropouts – An additional benefit of splitting up the checkout is that you can see exactly which page customers drop out from. If you have Google Analytics, you can set up a funnel to track this. So if they drop out after the page that asks for the billing address, then you know there’s a big problem there. In a single page checkout, you can only tell that the customer has dropped out, but you can’t tell which section caused the drop-out.
c) Layout – Since you’re not trying to squeeze all your form fields into one page, the multi-page checkout looks a lot cleaner. On top of that, each page looks pretty short, so it seems easier to fill out.