One-page checkout flow using AJAX boosts conversion rates

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 and, Varien doesn't specify actual results of this AJAX checkout flow (which you can see live at

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. If you'd like to get in touch with Rick, click here to get his contact information or connect on LinkedIn here.