A few small things to consider that might make a HUGE difference to your checkout. A presentation from Addressy's Tom Mucklow, in participation with altima's E-commerce Rendezvous.

1. Forms Follow Function
A few small things to consider that might make a HUGE
difference to your checkout

2. A Key Stat to Start……
Average current rate of Checkout Abandonment?
25%!
Source: Compass eCommerce Genome

3. Here are two questions to consider?
1. How many pages is your checkout?
2. What unnecessary fields do you
have?

4. How Many Pages Is it?
• 1 Page vs Multiple-Pages - which is better?
• Is this even the right question?

5. Apple’s Multi – Page
Checkout
• Page 1 - Delivery options
• Page 2 – Shipping
• Page 3 - Payment
• Page 4 - Account
Easily Navigable, you can see
where in the process you are
and can always go back a step

6. Mail Bag’s One – Page
Checkout
• Poor UX / journey
• Weird gaps
• Payment takes you to
another page!
• Lack of options for delivery,
payment, account sign up etc

7. All about your demographic
• Multi – Page:
• High-value items
• Less tech savvy
• Older
• One - Page
• Flash Sales
• Lower value goods
• More tech savvy
• Younger

8. Test!
But ultimately…….

9. Unnecessary Fields – How big is the
problem?
Average checkout is 14.88 form fields
This is TWICE as many as necessary Source: Baymard Institute
Either make them work better or reduce them.

10. Different ways
of capturing
address data
A. Multiple fields B. Single field

11. Different ways
of capturing
address data
A. Multiple fields B. Single field
Almost 2x as likely to prefer
single field as opposed to
multi-field approach
- 200 US online shoppers
(Addressy / Internet Retailer
/ eHouse Studios, 2017.)

12. Type-ahead Address Verification:
Optimize your forms and gain great customer data
User Experience Data Quality
Flexible Search “Fuzzy” Matching
Search
Location Biasing Global Multilingual
Character Sets
Data Quality:
Accurate Data Sets

13. Thanks
Tom Mucklow
Partner Manager, Addressy
T: 1-646-564-5661
E: tomm@addressy.com