Best Practice

Online Retail: Checkout Special

By Dr Mike Baxter,

There is a newer version of this report available: Checkout Optimization Guide: 70 ways to increase conversion rates



Author: Dr Mike Baxter
Pages: 68
Features: 8 Sections of information and advice including Design Patterns, Recommendations and References

About this Guide

Looking for the right balance between customer expectation and the retailer's own need to complete a transaction? This special report about the online retail checkout process takes a detailed look at how e-commerce sites can reduce abandonment rates, using real-life examples from top etailer sites (including Amazon, Argos, John Lewis and Tesco). Problems with the checkout process remain the biggest single source of revenue loss for most e-commerce businesses. The report examines checkout best practice in the context of the overall customer journey, drawing on Dr Baxter's expertise in both design and psychology.


  • Introduction
  • In the Mind of the Customer
  • Proposition and Transaction
  • The Checkout Process
  • Design Patterns for Checkout
  • Conclusions and Recommendations
  • References
View the full Table of Contents in our free sample version.


“Probably the most comprehensive report I have read on the minefield that is the checkout process – it presents the balance needed between what the customer expects and the retailer wants to complete a transaction.”
David Williams, E-commerce Manager, Charles Tyrwhitt

Related Resources

Our Online Retail User Experience Benchmarks Guide is one of our best sources for pure user opinion on the retail experience.


  • Word SAMPLE: Online Retail Checkout Report 2007 (458 KB Microsoft Word)
  • Word Disabled Online Retail Checkout Report 2007 (7.26 MB Microsoft Word)

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