The Pros and Cons of One-Page Checkouts

[mandy]

Online merchants have been kicking around the idea of single-screen checkout as a better, faster process for years now, and many marketers have in fact implemented it. But consumers accustomed to multiple-page checkouts have not entirely embraced the technology. And for merchants that offer different ship-to options and gift services, it's not a viable option...

There seem to be about as many disadvantages as advantages to one-step checkout, so you should evaluate options carefully. Whether it's right for your business depends on your size, what you sell, and perhaps most important, whether your customers are ready for single-screen checkout...

On the plus side, one-page checkout is — or should be — simple. Ken Burke...believes that online merchants should take their cues for checkout from Google's stark home page, in that it gives visitors limited options of how to proceed...

On the downside, one-step checkout can be needlessly complex...

fullarticle: http://multichannelmerchant.com/webchann...ut_112006/