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4. Measuring Web Site Usability > 60. Measure Usability in the Checkout Process

Measure Usability in the Checkout Process

For online retailers, one of the single greatest opportunities for improvement exists in the checkout or purchase process. Exploring the usability in this part of your site using web measurement often provides significant return on the time invested.

Your web site could present customers with the exact product(s) that they want to buy, but if they are unable to navigate your checkout process, all the personalization in the world won’t matter. The checkout process is arguably the most critical step in the conversion funnel and for sites with considerable scale, moving the conversion needle even slightly will lead to significant incremental sales.

A “usable” checkout process is simply one that makes it easy for your customers to buy from you. The process is intuitive as well as efficient, and customers do not question the security of their information or the impending fulfillment of their order. So how do you know if your checkout process is usable? Let’s explore the most common steps in a checkout process and focus on key usability concepts.


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