Online Retail 2007: Checkout Special


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