Checking Out Ecommerce Checkout
One of the most important elements of your ecommerce Web site is the checkout page. This is the first page from the cart, basket or bag (or whatever you call it on your site) after you offer the option to “check out.” Personally, I’m a fan of the easy to use checkout. You know, the one that doesn’t require that I “register for free” before I can checkout.
One of my favorite examples of a checkout page is Blue Nile.
Elements of a good checkout page
Blue Nile is a good example to use because it is simple and laid out so that everything can be found easily. Here are some of the things that make the Blue Nile checkout page so great:
- Progress bar lets the user see what stage s/he is at in the checkout process.
- Option to use a third party checkout service so that you do not have to reveal personal information.
- Ability to leave checkout and continue shopping/search for items. Continued navigation available.
- Customer service information readily available.
Something Blue Nile is missing, though, is the security information. Some online shoppers like to see the security icons and endorsements from other companies. JTV.com is quite good about this, although it lacks other elements including the progress bar.
I also like Moosejaw’s checkout page. While it doesn’t offer the security icons, I do like its option to allow you to engage in live chat and ask questions about the order. It also has a guest login that is readily and easily identifiable as a guest login.
Issues on ecommerce checkout pages
One of the biggest pet peeves many online shoppers have is the requirement to “register” in order to checkout. This can take between two and ten minutes, and can be tedious and annoying. And, with many interested in limiting where their personal information is given, registration requirements can be a real turn off. Costco and Overstock are both prime examples.
Another problem is inability to navigate once checkout is started. Even though Amazon.com is listed as having one of the best Web sites, it scores low points when it comes to ecommerce checkout. Indeed, I find it extremely frustrating to checkout at Amazon because if I want to search for something else, or do anything else, I am thwarted at every turn. Plus, you have to register. Amazon’s first ecommerce checkout step is a rather good example of what not to do.
Cluttered checkout pages can be distracting and confusing. While TigerDirect offers a variety of options for payment, and they are easy to find, I am continually put off by the extremely busy sidebars, which give the checkout section a claustrophobic feel. Points for the well-placed upgrade offering a guarantee, though.
Check out other examples of ecommerce checkout pages below. What do you like or dislike about them? Which do you think are the best — or worst — examples? Can you think of checkout pages not shown here that annoy you or that you really like?
Posted by Miranda | January 8, 2008
pwb January 8th, 2008
There’s a class of online stores with heavy repeat buying where it’s reasonable to require a store account. But I believe the vast majority of merchants are losing sales from this requirement.
Miranda January 9th, 2008
Of course some people return to the same sites regularly. That’s why sign-in should be an OPTION. But as a requirement, it can turn a lot of people off. I know I get tired of having to register anytime I want to buy something. This is another reason why offering something like PayPal or Google Checkout or the new Amazon system would be a good thing. It allows payment without constantly disclosing personal information.
Dean January 11th, 2008
There’s a space before www in the links on the images that causes an error
Miranda January 11th, 2008
Thanks for the catch. The error has been fixed.
Bloggers Digest - 1/11/08 - Get Elastic Ecommerce Blog January 11th, 2008
[…] Miranda over at Ecommerce Cache posted a phenomenal collection of checkout pages from top online retailers. Bookmark this. […]
Juraj January 15th, 2008
While I agree that a required site registration can be a pain, I feel that is should be necessary for every ecommerce site. With ID theft more prevalent than ever and increasing daily, I wonder why people complain about a little extra security. Now, while some companies might have some other intention for requiring site registration, I find that I frequent the companies that do require it because it does add that extra level of security. It also provides a simpler way to track my orders and report any problems with them. Chiefvalue.com has my favorite checkout method. It not only checks the billing address I provide, but also requires verification for the ship-to address. The company also calls the phone number provided for extra verification. If you look at this process, it might seem long and tedious, but it is one of the best ways that I have seen to protect my personal information from those who would steal it.
Miranda January 15th, 2008
The problem with constant site registration is that your personal information is spread all over the place. And if you store your payment info in each place you have registered…well for those who range the Internet buying from scores of vendors, having personal information scattered all over is more of a security risk. That’s the beauty of payment providers like Google Checkout, PayPal and Amazon PayNow. You put your personal information in fewer places, and if you don’t have to register, only a couple of Web sites have your information. Thanks for sharing Chiefvalue! It sounds great for security…
win now March 15th, 2009
I love this site, so thank you
directory March 15th, 2009
Thank you for providing this site and guest book.
MartinHN May 2nd, 2009
I think E-commerce checkout flows are way too bad in general. As you pointed out, registration is a huge turn off for many customers, which is understandable. Why not hide the registration process inside the checkout process? Way too many companies doesn’t do this. It’s so bad.
The screenshot of Kohls.com is one of my absolute nightmares. No matter what I’m buying, if I see a page like that I leave immediately!
1st page of checkout should be a form where you’d enter your name, address, zipcode, etc. etc.