<story><title>Which has more sales: a single long checkout form or a multi-step one?</title><url>https://capitalandgrowth.org/questions/2055/which-has-a-higher-conversion-rate-a-single-long-e.html</url></story><parent_chain></parent_chain><comment><author>benmorris</author><text>I removed all registration and login components during checkout.  Most people have an auto complete setup on their browser now and most of my sales are first time customers.  Granted I have a small subset of return customers that ask for it, but I know from years past introducing registration opens up a whole set of barriers to the checkout process.  Order confirmation pages are essentially a page they can return to at any point in the future without logging in.&lt;p&gt;I also removed the coupon code box completely from checkout.  I used to get bombarded with requests for discount codes and people not getting their codes to work.  In reality the way I used codes were in email promotions.  I switched to instant redeeming clickable codes in emails and removed it all the boxes on the site.  I also know it was a significant factor in checkout flow because I could google &amp;quot;mybrand.com &amp;quot; into google and google instantly starting adding in &amp;quot;mybrand.com coupon codes&amp;quot; &amp;quot;mybrand.com promo codes&amp;quot;.  People see the coupon code box and immediately head to Google to search for codes.&lt;p&gt;PayPal Express checkout is still a huge choice for customers.  They can choose express checkout or standard checkout flow.  Many people use it (30-40%).  It removes the need to enter their address as well.</text></comment>
<story><title>Which has more sales: a single long checkout form or a multi-step one?</title><url>https://capitalandgrowth.org/questions/2055/which-has-a-higher-conversion-rate-a-single-long-e.html</url></story><parent_chain></parent_chain><comment><author>mikekchar</author><text>Interesting for me is the amount of abandonment on for the &amp;quot;unexpected shipping costs&amp;quot; issue.  I actually have this issue right now.  I&amp;#x27;m trying to buy cheesemaking cultures and because I&amp;#x27;m half way around the world form most of the places that sell this stuff shipping can be more expensive than the thing I&amp;#x27;m buying.  It really bugs me that shipping calculation is usually &lt;i&gt;last&lt;/i&gt; in the multi-page cart layouts.  I definitely abandon because I&amp;#x27;m not willing to enter all of that detail before I know how much I&amp;#x27;m going to be spending.</text></comment>