button small and a text link only – not a button

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Minimize the amount of information on any given page. Require as few pages as possible to complete the checkout process. For example, use standalone landing pages. You want to focus any given page on exactly one purpose and one purpose alone – to progress further along the checkout process. Landing pages (good ones) have only a single purpose and a single action to make. On a checkout page you typically have the “Next” button (the important one) and the “Previous” button to step backwards to edit information. Here’s a tip. Make the next button big and button’y, and make the previous .



This is the correct visual design hierarchy, placing the emphasis  Buy TG Database on the method of progression. People like to be led, lead them as much as you can to make the process seem less complicated. The average online checkout process includes 5.6 pages » Tweet This « Problem 4: Creating an account to check out is too complicated Forcing people to create an account before checking out is utterly ridiculous. That’s the type of thing confirmation pages are for! Once they have made a purchase, they are happy and you have the opportunity to leverage this by saying something like, “checking out will be much easier and faster next time if you have an account, it just takes 60 seconds yada yada.” This way you are presenting a benefit rather than throwing up a barrier to entry.




Here’s a doosie of an example for you. Rand Fishkin fromrecently did an Unwebinar with us – you should watch it, his energy and knowledge is infectious. In the presentation he gives an example of the massive lift in revenue by removing this barrier. In another example, from a Crazy Egg article, Walmart does a great job of eliminating the checkout pain, giving visitors 3 options: You can login with your existing Walmart account, register now, or wait until later to create your own Walmart account. Well played, Walmart. 40% of shoppers are hesitant to create an account because they expect to receive spam » Tweet This « Problem 5: Shipping Times Are Too Long Or Unclear Check out this infographic from comscore that demonstrates the importance of delivery time, shipping & returns processes.