Subscribe via RSS FeedWhat is the number of pages in the checkout process?
One of the most discussed tactics when it comes to the online checkout process is “what is the optimal
number of steps?” We don’t feel that the number is as important as the flow or removal of conversion
barriers, but it is an interesting observation nonetheless.
Three steps seems to be the number that converts the best at 6.2%, followed by four, five, and seven+
steps all between 5.6% and 5.7%. Two steps and six steps had significant drop offs at 4.3% and 3.8%
respectively. One of the most surprising findings is only one Top 100 retailer is using a single page
checkout process. Keep in mind, a low number of retailers fall into each grouping/number of steps
combination, so conversion rate totals are highly influenced by outside factors.
We aren’t sure what can be taken from these results but there was high correlation between forcing a
user to register by taking them out of the checkout process and the number of steps involved in
checkout. The percent of use numbers show an interesting bell curve with diminished use at each
extreme and four and five steps forming the pinnacle.
Back to The Ecommerce Checkout Report Index
An in-depth report on the checkout tactics used by the Internet's Top 100 online retailers
is the order review/thank you screen considered a step in the checkout?
The order review screen IS considered a step in the checkout process because it requires user input (i.e. Please review your details and click Submit to place order). The thank you screen IS NOT because it is a receipt that requires no additional action (here is what you just did). We will discuss this during the webinar tomorrow.