Tel: (020) 7617-7848
or 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.
About the author
- More at
Questions or comments?
For queries regarding conversion optimization of your site, or for more information on this article please contact Jan Petrovic, founder of proimpact7.com and master certified in conversion optimization and web analytics.
jan@proimpact7.com