The Pros and Cons of One-Page Checkout
Shopping cart abandonment is an epidemic in online retailing, with some companies reporting that more than 60% of checkouts end without a conversion. Preventing even a relatively small percentage of these abandoned carts would significantly improve revenues and profits. While purchase price and shipping costs are the leading reported causes of shopping cart abandonment, ease of use is close behind. One increasingly popular method used to slash cart abandonment rates is to introduce single-page, Ajax-driven checkout forms that combine the convenience of a single page format with asynchronous form validation. Single-page checkout is faster and easier so that more customers convert. When you’re trying to decide if your checkout process should be a single page or several pages, consider the analogy of a supermarket. When shopping, consumers always gravitate towards the shortest checkout lanes or fastest cashiers. By definition, a single-page checkout is faster than a multi-page checkout if