Making the Sale at Checkout

“While e-commerce has continued to grow, the experience of buying online has remained largely unchanged for the past seventeen years. To this day, the most common digital shopping experience consists of finding an item you want to buy, adding it to a cart, then checking yourself out.

Unsurprisingly this process just about always culminates in a form. After all, online retailers need to know who their customer is, where they want their item sent, and how they’ll pay for it. This has resulted in a fairly standard set of required input fields.”

Great article about checkout conversion from Luke Wroblewski, “Evolving E-commerce Checkout” (July 3rd, 2012).

He goes on to describe the impact of mobile and how this might push further evolution on the checkout process. Go read. Or if you feel like a little light-hearted 2 minute distraction…

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