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One-page checkout flow using AJAX boosts conversion rates

By Rick Whittington

If you think AJAX is a brand of abrasive household cleaner, you’re right. It’s also a powerful web development technology that can significantly improve user interfaces. With shopping cart abandonment rates near 50% on average, wouldn’t it be nice to have a simple, one-page checkout flow to give your web customers fewer opportunities to abandon the process?

I stumbled upon a company that has created a real live one-page checkout flow using AJAX. The company is Varien, and they have produced two videos to show you how the flow works [see the video: user with existing account] [see the video: user without an existing account]. Aside from being an insightful look into how an AJAX checkout process would work, this video details the user experience of the flow. While a one-page checkout flow has improved conversion rates by 50% for TJMaxx.com and HomeGoods.com, Varien doesn’t specify actual results of this AJAX checkout flow (which you can see live at BentGear.com).

At the very least, this is a look into what the checkout process of the future may look like. If you can afford to develop a process like this and run A/B tests against your current checkout flow, it could be worth the expense and learnings.

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4 comments »

  1. Do you have a reference which show the TJMaxx and HomeGoods increase in conversion? I’m trying to compile some numbers on whether or not a 1-page checkout is really worth the effort. I’ve seen one or two articles stating that it’s not always the magic bullet it’s claimed to be.

  2. JP, I don’t have this reference anymore… It’s been almost 4 years since this blog post was written. Sorry!

  3. While I agree that a one-page checkout flow offers a better buying experience and should increase conversion rates… neither TJMaxx.com or HomeGoods.com are ecomm sites that sell anything.
    Good design, good example- but bogus conversion claims.

  4. @Sarah – I have no idea if the conversion claims are true or not, but TJMaxx actually used to be an e-commerce site when they utilized the single page checkout; however, they closed the doors on selling stuff and returned to a brochure wear site.

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