Top 10 eCommerce sites by checkout process
Optimizing an online store’s checkout process is not a new idea. It is, however, something that eCommerce business owners are still working to tackle. Some sites have found success while others can learn from their achievements.
Last year, the Baymard Institute, an independent web research institute, conducted a survey of online checkout processes and who’s doing it best. The group’s efforts were, and are, focused on discovering, documenting and sharing the best ways to improve the online user experience.
Each site that was surveyed received a composite score based on the Baymard Institute’s 63 eCommerce checkout usability guidelines, which can be broken into six categories, including data input, copywriting, layout, navigation, flow and focus. According to their overall score, the following 10 sites emerged as best in class. For further insight, we’ve also listed the category in which each site excelled:
- Crate & Barrel – Layout
- Symantec – Copywriting
- AutoZone – Layout
- US Auto Parts – Layout
- Cabela’s – Focus
- Beach Bodies – Navigation
- America Eagle Outfitters – Layout
- Sears – Layout
- Northern Tool – Copywriting
- Lowe’s – Copywriting and layout
Clearly, copywriting and layout are realms in which the top sites are finding success. And those categories can be further broken down into subtopics, such as form field labels, button naming and contextual words as well as page structure, text formatting and security badges, respectively.
To delve deeper into the results, a cursory overview of the Baymard Institute report is available online whereas the full 192-page report is available for $150. To find out how your site’s checkout process measures up, sign up today for a free assessment from the eCommerce experts at NetSphere Strategies.
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