Have you ever tried to purchase something off the internet and been presented with a long tabbed, multi-step checkout? You think to yourself "what am I getting myself into?" You have no idea what they might ask in future parts of the form and so you hesitate before committing to buy something.
Alternately, have you come to the checkout page and it is 7 km long? So long, your hand gets tired of scrolling!
[no visual displayed here because it would be too long for this page]
Either way, you are tempted to abandon your cart and get out of there!
But let's say you design two terrific forms, one Multi-Step and one Single Page. Which one will result in more conversions? That was the question the Vancouver Olympic store attempted to answer using an A/B test--where some customers were presented with the Multi-Step form and other customers got the Single Page form and their success in checking out was measured. In the question of Single Page vs. Multi-Step Checkout, Single Page won. Check out their results.
- People always gravitate towards the shortest lineup in the supermarket. Single-page checkout feels like the shortest line.
- Single-page check-out provides better visibility--you can see where you are in the process and what each step involves.