This brief article will describe how to simplify your checkout process and increase your sales. Struggling to contain your excitement? ...then read on.

Bed Linen and Flip-flops

Let me tell you an exciting story about my last two online purchases:

1) I went over to linensdirect.co.uk and ordered myself some pillow cases and a fitted bed sheet. I went through the usual motions and added the items to my shopping basket, created my account, added credit card details, hit submit ...and sat back and waited for my new bed linen to arrive ...this Internet thing was a great idea!

Well, it's 4 days after I made the order and no sign of my new bed sheets and pillow cases. Appalled by the prospect of having to wash my bed linen I went back to linensdirect.co.uk to check my delivery status, however there was no deliver pending and a shopping basket full of the items I was waiting for.

Having re-evaluated the checkout process it was obvious that I had mistaken the confirm order page as the confirmation page.

2) I was in desperate need of some flip-flops for the swimming pool (I'm sure you can sympathise). After a few searches I found surfdome.com that offered the flip-flops cheaper than anywhere else. Awesome! However, what wasn't so awesome was again I'd been tricked into thinking I'd completed the order when in fact I hadn't. This is the page that proceeds the credit card info page (I have a 1600 * 900 resolution):

Okay, so it could be that I'm a complete moron, however I do a lot of online shopping and usually in a blase and hasty fashion (I'm not alone). So, is this confirm page that adds a step in the sales process and loses potential sales really needed?

Pay Should Mean Pay

The Amazon checkout progress indicator implies we are paying when actually that is happening on the confirm page.

Removing the Confirm Page

Here's a flowchart of how traditional shopping carts operate:

In a real world example of doing your grocery shopping this is equivalent of having all your items scanned at the checkout, handing over your credit card and then being asked to check all your groceries before they'll accept your money.

And with the confirm page removed:

It's important to have a well designed payment page that clearly displays what's in your shopping basket and your delivery address at all times. Assuming all the required information is present there should be no need for hesitation. If you don't agree, make sure you're analysing your drop offs. When someone wants to give you money - make it very easy.