Checkout can make or break the ecommerce experience. Shopify’s new single-page checkout promises speed and simplicity, while the tried-and-tested three-page format offers a more detailed, segmented process. But which is the best option for your business?
In collaboration with our friends at PrettyDamnQuick (PDQ), we analyzed the data to get to the bottom of it. And the answer? It depends.
Single-Page vs. Three-Page Checkout: No Clear Winner
It’s easy to assume that a faster, single-page checkout will always outperform a multi-step process. However, PDQ’s tests across various industries found that results varied depending on audience needs. While a single-page checkout can reduce friction and lead to faster transactions, some buyers prefer the structured, step-by-step process of the three-page checkout—especially for transactions that involve customization or complex decisions.
PDQ’s Findings on Shopify Checkout Formats
PDQ’s A/B testing and research with several Shopify Plus brands highlighted which checkout flows work best for different types of ecommerce audiences. Here’s what they discovered:
Shopify Plus Hair Care Brand
Switching to a single-page checkout increased this brand's conversion rates by 6.7%. Their customers, primarily repeat buyers, appreciated the faster, no-fuss checkout experience. For brands with low SKU complexity, single-page checkout seems to eliminate unnecessary steps without causing confusion.
Shopify Plus Apparel Brand
For an apparel brand, however, the three-page checkout performed better, yielding a 4.2% higher conversion rate than the single-page option. Given the nature of apparel, with customers often purchasing items in different sizes and colors, the three-page flow provided a more organized structure for reviewing orders, enhancing customer confidence.
Shopify Plus Supplement Brand
A supplement brand's results showed no significant difference in conversion rates between the two formats, but customers rated the single-page checkout higher in satisfaction. This outcome aligns with the idea that frequent reorders and familiarity with a product make speed a priority, making single-page checkout a good fit.
Subscription Shoppers
PDQ’s research also indicated that subscription shoppers—those making recurring purchases—tend to prefer the three-page checkout. The additional steps gave these customers more chances to confirm their details, ensuring that their ongoing shipments were set up correctly. This added step reassured customers in what can be a long-term commitment.
Weekend and Mobile Shoppers
PDQ’s data suggests that weekend and mobile shoppers lean towards the single-page checkout format. PDQ hypothesizes that this is due to the quick and streamlined process, ideal for mobile shoppers who may be purchasing on the go. Mobile transactions often prioritize convenience, and the one-page layout provides a faster, less cumbersome experience.
Subscribe to the Shoplift newsletter
Get insights like these emailed to you bi-weekly!
{{hubspot-form}}
Key Factors Influencing Checkout Choice
PDQ’s research shows that choosing the best checkout format depends on several factors:
- Product Type: If your products are complex, customizable, or typically involve larger orders, the clarity of a three-page checkout can help guide customers more effectively.
- Customer Familiarity: For repeat buyers, single-page checkout reduces friction, allowing them to purchase more quickly.
- Traffic Source: Organic and returning visitors are often more comfortable with the fast pace of a single-page checkout, while first-time visitors or those coming from paid channels might prefer the reassurance provided by a multi-step process.
- Device Type: Shopify’s single-page and three-page checkouts have different UX on desktop vs. mobile, so it’s advisable to consider what device types your visitors will be converting on most often before committing to a checkout type.
PDQ recommends testing both checkout formats to see which resonates best with your customers. Shopify Plus merchants can easily switch between layouts and run A/B tests, giving you valuable insights to fine-tune your checkout experience for optimal results.
Want to know which checkout is right for your brand? PDQ is offering a free checkout A/B test exclusively for Shoplift customers (a $3,000 value). They’re also including a full checkout audit for qualified brands.
Claim your free checkout test today and ensure your checkout is optimized for peak performance! To claim: email avi@prettydamnquick.com and mention the Shoplift blog offer.
