How Many Steps in Checkout Are Used by Top 10 Converting Websites in August 2009

In this post we will have a look at top 10 online retailers by conversion rate and their checkouts and how many steps they use. Do they use one page checkout? What is the average number of steps in their checkout?

So what’s the result? Not a single one of these top 10 online retailers by conversion rate is using  one page checkout process!

  • 3 step checkout process –  used by 50% of the top 10 online retailers
  • 4 step checkout process – used by 20% of the top 10 online retailers
  • 5 step checkout process – used by 20% of the top 10 online retailers
  • 6 step checkout process – used by 10% of the top 10 online retailers

Conclusion: there is no clear formula for the number of steps in checkout process. What can work for one retailer doesn’t need to work for the other.

From the result above is clear that breaking checkout process into several steps makes it easier for visitors to convert as it reduces the anxiety, as visitors don’t like lengthy forms.

I think there are several factors which will have an impact on your website conversion rates like clearly displaying how many steps are in the checkout process, make your checkout bug free and safe with clear point of reassurance. Also your checkout conversion will depend on the reputation of your brand, desirability of your products, price and sometimes perhaps uniqueness. Professional website design and website usability are also important in the conversion race, as well as continuous website testing and optimization for higher conversion.

Jan Petrovic
I have 9 Years of Tremendous Experience as web analyst and Senior Conversion Specialist. I have worked on optimisation project for the second-largest store retailer in the USA (the company is also a component of the S&P 500 Index), as well as for a well-known USA fashion retailer with over 380 stores nationwide. Over the course of my career I have achieved many INSANE improvements on our client’s websites, sometimes by applying best practices, another time from findings I made during conversion audits and sometimes thinking out of the box. For one of them I have even received an award in 2012 from WhichTestOne, where after testing different emails and parts of email message we increased revenue by 303.08%. What might also interest you is the fact that my average conversion improvement is 19% and my success rate is 70%. Basically, I’m VERY GOOD at what I do thanks to my Can Do Attitude to find solutions to given problems & Experience in this field.
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