Nowadays, when the majority of the businesses are going online, the online shoppers are faced with a choice between one-page checkout and multi-page checkout. Both have their pros and cons, but which is the better option for online shoppers?
The one-page checkout is advantageous because the process is quick and seamless. For instance, none of your billing information has to be re-entered when you switch between different affiliates’ products. The only downside to the one-page checkout is that it duplicates some parts of the shopping experience by opening an affiliate’s home page every time.
While on the other hand, The multi-page checkout method splits each step in your order into a new page, which can make for a frustrating, more drawn out experience. Some shoppers will get lost or forget what they were doing midway through if they get distracted by something else mid-transaction or just want to stop looking at items for now while still having their credit card on file until later in the purchase process.
In this article, we are going to discuss the pros and cons of both one-page and multi-page checkout to make things easy for you.
What is One-page checkout?
One-page checkout refers to an online shopping cart that only displays one page for checking out, instead of having separate pages for billing, shipping, payment options, and order summary. This feature is becoming increasingly popular because it simplifies the checkout process for shoppers.
Here are a few pros and cons of one-page checkout:-
Pros of one-page checkout
1. Appear to be easy
A one-page checkout has the major advantage of being simple. Rather than having to flick through loads of different pages looking for something, you only need to look through one page which is all about your order. If a customer is in a hurry or buying something that isn’t of normal size or shape, this simplicity could be an advantage. With one page checkout, you don’t have to deal with multiple boxes caused by the bulky object being sent so there’s less chance of time being wasted filling out unnecessary forms.
2. Checkout as guests
Guest checkout is a way of checking out as a guest on a website, rather than creating an account. This option is usually available on e-commerce websites. There are several ways to check out as a guest in one-page checkout:
- Enter your billing information and shipping information on the same page.
- Choose the “Guest Checkout” option on the checkout page.
- Enter your contact information and payment information on separate pages.
3. Encourages Quick Checkout
One-page checkout can help encourage quick checkout because you don’t have to click through a multi-page checkout flow and it’s quicker for your customers. Many times, as people are checking out of an online store, they get distracted or see another product that they want to purchase on the way to the shopping cart! This is particularly likely if their checkout experience was lengthy and involved skipping through some multi-page checkout content. One-page checkout reduces distractions by delivering the entire experience on one screen and saves time.
4. Reduces Cart Abandonment Rate
One page checkout can reduce the cart abandonment rate and increase the conversion rates as customers only have to input their information once and they don’t have to go through multiple pages. This reduces the checkout time and is easier for customers. Cart abandonment can be caused by a number of factors, such as unexpected shipping costs and long delivery wait times. But another major factor is how long the customer spends on your checkout page. The longer it takes to fill out all the required information, the more likely they are to abandon their cart. That’s why it’s important to streamline your checkout process as much as possible and make sure all the information your customers need is readily available. Multi-page checkouts can be overwhelming and frustrating for customers, so try to stick to a one-page checkout whenever possible.
Cons of one-page Checkout
1. Site speed
As it has too many elements on one page, the site takes more to load than usual as a result of this. Shoppers want to acquire items as quickly as possible, so it’s important to ensure that your checkout page not only functions effectively but is also quick to load. If it takes too long to load, we’re afraid you’ll lose customers who are unwilling to waste their time. Customers are more likely to abandon the checkout process when there is a significant lag in the page load.
2. Limited analytics
When there are no multiple stages in a one-page checkout procedure, it is tough to keep track of funnel data and see when customers abandon the transaction. The website analytics tool can follow consumers throughout each stage of the purchase process and know when they leave at which point. But analytics, cannot provide this information in a single-page checkout.
What is Multi-pages checkout?
Multi-page checkout is when a customer goes through the buying process in multiple steps, as opposed to completing the purchase on a single page. This can provide a better user experience, as it gives customers time to review their purchases and enter information without feeling rushed. Additionally, this type of checkout can be helpful for merchants who want to keep track of sales data or need more time to verify credit card information.
Pros of multi-page checkout
1. Better analytics.
Multi-page checkout can offer better analytics. When customers are forced to go through one page in the checkout process, retailers can lose out on valuable data that could help improve their sales and marketing efforts. However, by using a multi-step checkout solution, retailers can capture more data about their customers, including what products they are interested in and how much money they are willing to spend.
This data can then be used to create targeted marketing campaigns that will encourage customers to return and make additional purchases.
2. Higher security
Multi-page checkout is more secure because it verifies the user’s identity on each page. This prevents someone from accidentally or deliberately entering incorrect information on different pages. Additionally, it can help to prevent fraudulent activity, as the user is only able to progress to the next step once their identity has been verified.
3. Layout Looks Clean
As compared to one-page checkout, the layout of the multi-page checkout is cleaner, with little clutter. With the one-page checkout, it seems like everything gets mixed together. It looks busy with links to payment converters and fillers for forms below each item on the page, as well as a distracting footer section that often contains ads or promotions. I think people who are not familiar with Internet shopping find this layout very intimidating.
Cons of Multi-page checkout
Multi-page checkout is more time-consuming because customers have to fill out different forms and add their shipping information multiple times. This can be a frustrating and complicated checkout leading customers to abandon their purchases altogether. One page checkout is much simpler and quicker, meaning customers are more likely to complete their purchase. It may affect the conversions of your website as the customers may not be willing to go through with the checkout.
2. Cart abandonment
The multi-step checkout process is longer and more complicated than one-page checkout processes. This can often lead to customers getting confused and frustrated, leading to them abandoning their carts. Multi-page checkout processes also tend to have more fields for customers to fill out, which can also lead to abandonment.
However, a study by Baymard Institute found that increasing the number of checkout pages from one to three increased the cart abandonment rate from 50% to 74%. This is likely because having more fields to fill out increases the number of potential points of friction for shoppers, who may become frustrated and abandon their purchase. Conversely, a one-page checkout can keep customers moving through the purchase process quickly and smoothly, without any unnecessary delays. Ultimately, it’s up to you as a store owner to test both multi-page and one-page checkouts and see which works better for your specific store.
The two techniques described above have their own set of benefits and drawbacks. A one-page checkout has fewer steps and so saves a lot of time for consumers. Multi-checkouts, on the other hand, break down the checkout procedure into several stages, ensuring that it has a more logical and clearer structure. Choosing the best type of checkout page for your stores requires study about your target audience’s preferences, a look at your budget situation, and long-term goals. We have provided you with some insight into both methods. Hopefully, it will make things easier for you to get started.