The Five Steps of the Perfect Checkout Process

In the bricks-and-mortar world, people abandon a shopping cart on average 2.5 to 3.3 times out of 10. In the online retail space, people say sayonara to their shopping cart on average 6.1 to 10 times out of 10. Amy Africa, chief imagin-8-tor at online marketing consultancy Eight by Eight, used this statistic last month for emphasis in her ACCM presentation, “48 Tips for Increasing Your Web Conversion and E-sales Now!” A key reason for abandonment, she says, is marketers make it too complicated and frustrating for people to complete the process. The ideal checkout process should be comprised of just five steps:
1. welcome/cart contents
2. bill-to
3. ship-to
4. payment
5. confirmation/thank you