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One Page Checkout - All You Need To Know
☕ The Growth Espresso Edition #54
Sayan from The Growth Tribe
January 31, 2024
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📆 Wednesday, 31st January 2024
Hi, and welcome back to Growth Espresso - your one-stop destination for everything e-com.
This Espresso ☕️ will cover one of the key Shopify features from 2023 to prevent abandoned carts for their merchants.
Yes, we are talking about - One Page checkout 🛒
Reducing the length of your checkout step is commonly advised to prevent cart abandonment, which is fairly intuitive when you think about it. There are fewer steps, so fewer touchpoints where the customer can drop off, right? -
Well, it’s not that straightforward.
One page checkout comes with a lot of pros but also quite a few cons which you should consider before migrating your checkout experience.
To help you with this decision-making, we’re covering in this edition - Everything You Need To Know About One Page Checkout 📌
Let’s “check it out” 👇️
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📍 Firstly, What Is One Page Checkout?
Tired of long lines at the supermarket? Imagine that frustration, but online. Yep, a clunky checkout process can send customers running. That's where a one-page checkout comes in.
Picture this: all your checkout forms on a single page. No more hopping around different pages to input info. Just smooth sailing from start to finish. One page checkout will club all your checkout steps into a single page. Have a look yourself 👇️
One page checkout from Beanstory
You can learn more about One Page Checkout from this video:
🟢 The Good Parts of One Page Checkout
📈 Increased Conversions
Source: Baymard Institute
As per this survey conducted by Baymard Institute, 18% of users abandoned their carts because of “Too long/complicated checkout process“. One page checkout eliminates this reason from your site in an instant.
Since all the friction has been removed, you can expect higher conversions coming your way after implementing this.
✨ Enhanced user experience (especially for mobile users)
In 2023, mobile e-commerce reigned supreme, capturing 60% of the global market, worth $2.2 trillion. That's more shoppers on phones than on computers.
For online stores, mobile optimization is crucial. Load times vary on mobile, and multiple checkout pages can lead to 5 minutes of data entry, risking lost customers.
Enter Shopify's single-page checkout, revolutionizing mobile shopping. With smaller screens, mobile sites must look sharp to retain customers.
🔴 Risks of One Page Checkout
📜 Long Scrolling Page
Shopify's single-page checkout can be a bit of a mixed bag. While it's convenient to have all shipping info in one spot, cramming it onto a single page means lots of scrolling – not ideal, especially for mobile users. This could potentially turn some shoppers off and lead to abandoned carts.
💰️ Trade-Off With Upsell Opportunities
The streamlined design of the single checkout page on Shopify comes with a trade-off: upsell opportunities take a hit. Without the chance to upsell, there's a risk of lower cart values.
This risk can be mitigated by adding a "Review Cart" page. Here, customers can double-check their purchases before heading to checkout, giving you another shot at upselling.
A sample review cart page
📉 Increased cancellations
Yes, you heard it right. One page checkout might encourage low-intent customers to place an order only to have a change of mind right after. Again, the “Review Cart” page might come in handy to mitigate this risk.
⌛️ High load speeds
When all checkout details are consolidated into one page, both mobile and desktop browsers have to download more information at once. This can lead to slower load speeds, particularly for users with slow internet connections.
🗣️ What the business owners are saying?
To get an understanding of the actual impact of this new feature, we dived into multiple online forums and communities to scan for review. Here’s what they had to say about it:
Been using OPC since it rolled out a few months ago for early adopters and we've seen a huge lift. One of the biggest bottlenecks was there 3 page checkout considering our age group is on the older side.
I’ve been working really hard in the last couple months to figure out if it might really be the OPC that has caused a very significant decrease in our two stores CVR, or if Its something else.
I have a theory that OPC might not perform as well with High AOVs ($2k+), and long sales cycles.
I’ve also noticed that it does not seem to capture as many abandoned carts as the old, which is obviously a huge problem for more complex products with longer sales cycles, so I am wondering if that could maybe be the main problem. Or maybe it just is that customers would like to have a little summary of the info they’ve entered before placing a $2k+ order online. Shipping info etc after all is a bit more important when we are talking these higher ticket items.
My Conversions have increased significantly, was around 0.15 now up to 0.3.
🌯 Wrapping it all up
As you can see, like everything in ecom growth - you got to test it out before you finalise something. One page checkout is an excellent step forward towards making your checkout more user-friendly and seamless but you should not discount the associated risks as stated above. Test it out, and let us know!
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