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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.

About the Author

Rick Whittington Rick Whittington is the founder and Principal at Whittington Consulting. He has over 15 years of experience in websites and online marketing. Rick shows clients how to turn their marketing challenges into opportunities that yield measurable results. Connect with him on LinkedIn here.
  • http://www.johnpash.com JP

    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.

  • http://www.rickwhittington.com Rick Whittington

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

  • Sarah Johnson

    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.

  • Susan

    @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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