By Graham Charlton
Reasons for enclosing the checkout
When reviewing e-commerce websites, one of the areas I always look at in whether retailers have isolated the checkout. This is the rationale behind it:
- By leaving out navigational elements, all unnecessary distractions are removed and this allows the shopper to focus purely on completing their purchase.
- Thanks to the removal of these distractions, information which gives the visitor confidence in their purchase is made more prominent, such as delivery details and customer service contact details.
- Security logos and messages are more visible, providing reassurances for the security-conscious shopper.
- It is made absolutely clear to visitors where they are within the checkout process and how many steps they have left to complete their purchase.
- Apart from the homepage link, customers can only head in one direction, towards the payment and order confirmation page.
Published by: benbrewer in UX