Single or Multi-Page eCommerce Checkout?

When it comes to eCommerce checkout optimization, there’s so much that can be done. We know that 70% of your customers will abandon during checkout, and that means there’s lots of scope for improvement. You can keep running A/B tests in the checkout alone for the rest of your life and you’ll still be finding new things to improve.
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Magento 2 One Step Checkout
Magento 2 One Step checkout
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Magento 2 One Step checkout
Magento 2 One Step checkout
Magento 2 One Step checkout
Magento 2 One Step checkout
If your checkout seems long and tedious, it’s likely that customers just won’t bother going through it. They came to your site to buy your product, not to answer a ten minute questionnaire. This is especially true if they’re already on the fence about making the purchase.

That’s why the question of going with a single page or a multi page checkout is an important one. On the one hand, a single-page checkout obviously seems shorter than a multi-page one, yet there are pros and cons to each.

Are 1-page checkouts really the holy grail?

In recent times, the idea that 1-page checkouts are automatically better than multi-page checkouts is often repeated without further thought. But is it really true? 

What this means is that the number of pages that your checkout uses is not the most important factor. All you have to do is shop on a few different very successful online retailers to realize that there are no hard and fast rules.

What is important, is asking for just the right information, at the right time, in the right way. Just as important, you need to clearly provide the information that the customer needs to feel safe and comfortable purchasing from your online store. You can achieve those things on both a multi page and 1-page checkout.

So, what type of checkout should you use?

In this post we’ll discuss these pros and cons of 1-page VS multi-page checkouts, along with some case studies, and show you how to test and implement both types in your store.

Single Page Checkout

Single Page checkout or so-call One Step Checkout makes a new trend in satisfying customers by saving their time. Not ony this kind of checkout helps speeding up site but also reducing abandonment rate at checkout by 80%. Check this out!

Pros

Speed – Even though the number of form fields are more or less the same between single and multi page checkouts, it’s still quicker to fill out a single-page form because customers don’t have to wait for page refreshes between each step.

Progress – With a single page checkout, customers can see exactly how far along the checkout they are, and how many fields they have left before they can complete it. It adds a little psychological boost and motivate them to finish it off.

Navigation – The good thing about a single page checkout is that there’s really no navigational elements. All the fields are on the same page so there’s no need to go back in the browser. In a multi page checkout, this might cause problems, especially if customers return to their original page and find that they have to re-enter data.

Cons

Layout – The problem with a single page checkout, if you have a number of fields, is that the design and layout start to look cluttered. You’re basically trying to cram 3-4 pages worth of form fields into one page. This could actually backfire and turn customers off.

Multi Page Checkout

Pros

Email Collection – By splitting up your checkout into multiple pages, you can still collect data from customers if they filled out the earlier pages, even if they abandon the checkout at a later stage. For example, if the customer enters an email address in page 1, and then abandons in page 3, you still have the email and can contact the customer to recover the cart.

Find Dropouts – An additional benefit of splitting up the checkout is that you can see exactly which page customers drop out from. If you have Google Analytics, you can set up a funnel to track this. So if they drop out after the page that asks for the billing address, then you know there’s a big problem there. In a single page checkout, you can only tell that the customer has dropped out, but you can’t tell which section caused the drop-out.

Layout – Since you’re not trying to squeeze all your form fields into one page, the multi page checkout looks a lot cleaner. On top of that, each page looks pretty short, so it seems easier to fill out.

Cons

Length – Psychologically, because customers can see that there are multiple pages in the checkout, it might feel like the checkout is long. Seeing 4 more pages to go after the current one can be quite disheartening.

Magento 2 One Step checkout goes best with the following products: 

https://marketplace.magento.com/magestore-module-storepickup.html
https://marketplace.magento.com/magestore-barcodesuccess-magento2.html
https://marketplace.magento.com/magestore-magestore-affiliate-plus-platinum.html

So if you need one step checkout solution, use Magento 2 One Step checkout.