What is it?
What we can learn.
As mentioned in a previous post, the checkout section is very often an overlooked part of an ecommerce website. Yet it’s arguably the most important part of an online store.
As much consideration should be given to the checkout as is given to the rest of an online store.
Bella Freud has done this well.
A lovely, simple, one page checkout greets me as I head over to pay for the even lovelier jumper in my shopping basket.
The checkout page automatically detects my location too to preliminarily calculate delivery options and costs (which are accurately shown once I enter my delivery address).
One page – less clicks.
A time saver for the customer. And it’s clear upfront what information is required to pay and complete checkout.
None for the customer. For the store owner, a one page checkout makes it tricky to identify at which stage a customer might drop off and abandon checkout.
Did You Know?
Unexpected or high delivery costs account for 50% of abandonments during checkout. (Source: Baymard Institute / 2019).