2 Examples Of Excellent Online Checkouts
Let’s dive into the checkout processes for 2 online retailers, and find out what makes them so good for users.
In recent posts, I’ve spoken about the good, the bad and the ugly of online checkouts. So now let’s take a look at some businesses doing things right.
A good experience, especially the checkout process will win me over, and likely convert me into a returning customer.
Here are a couple of examples of ecommerce businesses who have impressed me with their buying experience.
Not the typical online store, Etsy provides a platform for craft sellers to have a shop front for their small businesses. Taking a fee from sales.
Part of their success has been down to their excellent usability, strong checkout process, and informative product pages.
Obviously the quality of information is driven by store owner input, but the means to add that information easily is in place.
Paypal is one of the easiest ways of checking out, and many prefer it to directly entering their card details. Having it as an option for card payments can be great for your users. If they’re a Paypal user, they pop their login in and checkout is friction free.
Etsy does a really great job of product pages and their checkout process. They include nearly all of the points I raised in my last post. The user is presented with all of the relevant information in a clear and easily digestible way.
ASOS have grown significantly since their early days of As Seen On Screen. Part of their success has been down to their approach to their product pages and their online checkout process
This is a really nice example of a more typical (albeit large) ecommerce business having a well optimised checkout process. It is designed to be a simple experience for their users, but also allows for upsell of their additional services, and reminders of their free delivery limit, to encourage a little extra spending.
Now you may think, well these are both giant companies with huge budgets, and you’d be right. But it is possible to learn a lot from these websites, and ensure we are implementing UX best practice when designing or optimising our own ecommerce websites, and their checkout process. Although it is important to remember that this is talking about online retailers in a very generalised way. User research, CRO and testing are all important in identifying and optimising the checkout process for your unique audience.
*screenshots used under fair dealing/fair usage for review purposes.
What makes a positive online checkout process experience? Here are 10 things I think all ecommerce websites should try to achieve for an optimal user experience.
What are the common pros and cons associated with guest checkouts?
For something so ubiquitous, it’s amazing how wrong websites still get forms, and the huge impact a poorly designed form can have on conversion rates.
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