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Tech Tips, Tricks & Trivia

by 'Anil' Radhakrishna
An architect's notes, experiments, discoveries and annotated bookmarks.

Search from over a hundred HOW TO articles, Tips and Tricks


Insights on E-Commerce Checkout Design

The State Of E-Commerce Checkout Design 2012 study has some interesting findings drawn from benchmarking the top 100 grossing e-commerce websites’ checkout processes:

  • The average checkout process consists of 5.08 steps - Advice: don’t focus too much on the number of steps in your checkout — instead spend your resources on what the customers have to do at each step, as that is what matters the most for the checkout experience.
  • 24% require account registration -  Of the 23 websites that had more than $1 billion in online sales, 65% of them did not ask for account registration.
  • 81% think their newsletter is a must have (opt-out or worse) -  .. of those 81% of the websites that think their newsletter is a “must have”, 32 of them proceed to do something even worse than pre-checking a checkbox: Amazon is just one of the 32% of the top 100 grossing e-commerce websites that automatically signs customers up for their newsletters, without clearly informing the customer (only via the privacy link), and without giving an opting-out option during checkout. 
  • 41% use address validators.
  • 50% asks for the same information twice.
  • The average top 100 checkouts violate 33% of the checkout usability guidelines.
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