f1

Quick-flow checkout at a glance

Site Genre: Pattern Group f

magnify imageFigureF1.1 Amazon.com’s checkout lets the customer specify shipping options, see the important details, and finish quickly.

Background

PERSONAL E-COMMERCE (A1) calls for an easy shopping experience for customers, with personal benefits. Once shoppers have collected all the items they wish to purchase in a SHOPPING CART (F3), this pattern shows how to have them check out using a quick and simple PROCESS FUNNEL (H1).

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PROBLEM

An e-commerce shopping experience will not be enjoyable or worse, a purchase might not be completed if the checkout process is cumbersome, confusing, or error prone.

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SOLUTION

magnify image FigureF1.5 Checking out should be a simple four-step process that funnels customers toward completion of an order.

Follow a simple four-step approach to make it easy for customers to complete their orders:

Other Patterns to Consider

Establish a SECURE CONNECTION (E6) with the customer before providing a GUEST ACCOUNT (H3) page or asking the customer to register on a SIGN-IN/ NEW ACCOUNT (H2) page. Allay concerns about the process that your customers are entering, or answer questions that they may have about particular policies. Give an overview of the process and provide your PRIVACY POLICY (E4), CONTEXT-SENSITIVE HELP (H8), and answers to FREQUENTLY ASKED QUESTIONS (H7). Provide links to your return policy for EASY RETURNS (F9). Use CLEAR FORMS (H10) that make it obvious what information is needed and why. Use HIGH-VISIBILITY ACTION BUTTONS (K5) because you’ll probably have more information than will fit on a single screen. Provide a PROGRESS BAR (H13) on each page so that shoppers know where they are in the process. Allow customers to use QUICK ADDRESS SELECTION (F4) or MULTIPLE DESTINATIONS (G5), and provide a means of GIFT GIVING (G6) if appropriate. Offer customers QUICK SHIPPING METHOD SELECTION (F5) on the same page. On the next page, provide an ORDER SUMMARY (F7), as well as links so that people can make changes before you ask for their preferred PAYMENT METHODS (F6). Finally, give customers one last chance to verify the order with an ORDER CONFIRMATION AND THANK-YOU (F8) page. To reduce customer support calls, direct people to ORDER TRACKING AND HISTORY (G7), if you provide this facility.

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