A checkout page is a page on an ecommerce website where the transaction is concluded. This is where the customer makes payment and provides the information needed for delivery and contact details for invoicing. Because cart abandonment is common with online stores, it’s important to make the checkout page as user-friendly and simple as possible.
How Checkout Pages Work
In general, online shoppers prefer a single checkout page to multiple pages. By placing all the fields that the shopper has to complete on a single page, it is easier for them to see how the complete process works and they will be more likely to complete their purchase. The main problem single checkout pages are that they can be complicated in terms of layout. It can be difficult to present all the information to the customer and gather all the information needed from them on a single page. A single checkout page can easily become cluttered and difficult to navigate.
Multiple checkout pages have the advantage of capturing data throughout the checkout process. If a user is required to enter their contact details on the first page and abandons the transaction later in the process, their email address has already been captured. Having this data means that the vendor can always contact the user and encourage them to complete their purchase.
A checkout page needs to make the shopper feel secure about their purchase and should display the logos of relevant assurance and guarantee organizations. Clearly showing multiple payment options early in the checkout process also encourages users to continue, as they know that their method of payment will be accepted.