Anatomy of a perfect checkout page – Nike case study

A perfect checkout page from Nike

1. The entire checkout process is on one page

Many online stores will direct the user through multiple pages of a checkout, one for billing details, one for shipping details, one for card details etc.

Every time you make a user load a new page it creates a chance for that user to drop out of your checkout process. Keeping the entire form on one page in expandable sections eliminates the need for the user to load pages and increases their chances of becoming a customer.

 

2. Last minute doubts are eased with a live chat widget and a link to the returns policy

Nike have eased last minute purchasing fears by including a live chat widget and a link to their returns policy. Just think, if a brand as big as Nike feels the need to build this kind of trust and ease last minute doubts then what does your unknown brand have to do? At least as much as Nike.

 

3. Show a cart summary

Have your customers forgotten what’s in their cart? Perhaps they can’t remember what size they chose or if they selected lilac or mauve? Don’t make them click the back button to find out, or even worse, start the shopping process again.

Do as Nike have done, and include a summary including the selected product image showing the colour, size, quantity and any other relevant information.

The only thing Nike didn’t need to add to this is the style number (#708336) as it means nothing to the user. Remember, only show details here that are relevant to the customer.

 

4. High contrast colours for ‘call to actions’

The “Place Order” button is very bright orange against a plain white background and can’t be missed by the users. Make sure all your call to actions are obvious and unmistakable. If people aren’t sure where they are supposed to click then your store will lose sales.

 

5. Security logo shown for secure payments

Nike show the Norton secure payments logo to ease concerns over security fraud. If Nike feels the need to show this to their customers then you do to.

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