Research shows that customers prefer fast and easy e-commerce experiences. To reduce basket abandonment rates and improve customer satisfaction, many businesses have shifted to a faster, more streamlined checkout approach: the one-page checkout.

We'll cover how one-page checkout works, the benefits that it delivers to businesses and best practices for implementation.

What's in this article?

• What is one-page checkout?
  
• How does one-page checkout work?
  
• Are one-page checkout and one-click payments the same thing?
  
• Benefits of one-page checkout for businesses
  
• One-page checkout best practices for businesses
  
• How Stripe can help
  

What is one-page checkout?

One-page checkout is a condensed checkout process which collects all of the necessary transaction information on a single web page, allowing customers to complete their purchase without having to navigate through multiple pages.

How does one-page checkout work?

To better understand how one-page checkouts operate, here's a closer look:

• Simplicity for the customer
  At its core, one-page checkout is about reducing the number of steps that are typically involved in an online purchase. Rather than asking customers to navigate through several pages for billing, delivery and payment, everything is placed on a single, cohesive page.

• Data input
  Customers are presented with fields to fill in, normally starting with their personal details, such as name and address, and concluding with their payment information. The goal is to ask for just enough data to process the order without overwhelming the customer.

• Integrated payment
  Payment methods, such as credit cards, digital wallets, buy now, pay later (BNPL), bank transfers and other popular options are integrated directly into the page. There's no need for customers to be redirected to another page or website. They select their preferred method, enter their details and proceed with the purchase.

• Back end coordination
  As customers enter their information, systems validate this data in real time, ensuring that the email address formatting is correct or that the credit card is valid. Payment gateways, connected via application programming interfaces (APIs), can authorise transactions almost instantaneously.

• Feedback and confirmation
  Customers receive immediate feedback. If there's an issue with any of the details provided, notifications provide an alert that is displayed immediately on the page. Once everything has been filled in correctly and the payment has been authorised, a confirmation – often accompanied by a receipt – signals that the purchase has been completed.

One-page checkout condenses and refines the online purchasing process. It minimises the number of steps required while maintaining clarity, making online shopping faster and more straightforward for customers – all while the back end ensures that everything runs smoothly.

Are one-page checkout and one-click payments the same thing?

Not exactly. While one-page checkout and one-click payments can both operate independently, combining them creates a fast, frictionless and effective checkout experience. They complement each other well, with one-page checkout simplifying the initial buying experience, building trust with new customers and encouraging returning customers to use one-click payments.

One-page checkout compresses the entire checkout journey onto one screen, while one-click payments use previously stored information to expedite future transactions. Let's take a closer look at how their roles differ.

One-page checkout

• Definition: One-page checkout consolidates the entire checkout process into a single web page. From entering personal information to selecting a payment method, everything happens on one page.
  
• User experience: Users see all the necessary fields at once, without needing to jump between different sections or pages. They enter their billing, delivery and payment details all in one place.
  
• Primary goal: The intention is to simplify the checkout process, reducing the cognitive load on customers and potentially decreasing basket abandonment rates.
  

One-click payments

• Definition: One-click payments rely on storing a customer's payment information securely so that any subsequent purchases can be made with a single click, without re-entering all the details.
  
• User experience: Once users have made an initial purchase and have chosen to save their payment details, future checkouts will be faster. On their next purchase, they can bypass the traditional checkout process and opt to pay instantly with their saved information instead.
  
• Primary goal: Speed is the focus here. Given that they no longer need to enter payment details repeatedly, returning customers can enjoy a rapid, simple buying experience.
  

E-commerce platforms can integrate both systems to serve a broad range of customers. New customers experience the benefits of one-page checkout. Then, once they become returning customers, the platform elevates their experience further with one-click payments. One-page checkout serves as an introduction, paving the way for the even more efficient one-click payment system. Let's look more closely at how one-page checkout and one-click payments work together.

• First-time user experience
  For a new customer on an e-commerce website, one-page checkout is simple and straightforward. This customer can see all of the required fields on one screen, with a clear, linear flow from the moment they enter their personal information to submitting the final payment.

• Building trust
  After experiencing the ease of one-page checkout, the customer may be presented with an option to save their payment details for future transactions. By simplifying the initial experience, the platform might increase the likelihood that a customer will trust it enough to store their payment details.

• Return visits
  When this customer returns for subsequent purchases, the system remembers their stored payment details. Instead of going through the one-page checkout process, the customer can choose to make their purchase with a single click, using the payment information saved from their initial transaction.

Imagine a funnel where all of your prospective customers are at the top. One-page checkout acts as a filter, making the initial transaction process less cumbersome and reducing drop-offs. As these customers move down the funnel and become repeat purchasers, the one-click payment system takes over, offering an even more improved experience for loyal, returning customers.

Benefits of one-page checkout for businesses

One-page checkout systems are one of many strategies that businesses adopt to meet customer expectations for e-commerce. Here are some of the business benefits of this approach:

• Reduced basket abandonment
  With every additional page or step, the likelihood of a customer abandoning their basket increases. By condensing the steps into a simpler checkout process, businesses can reduce customer drop-offs.

• Improved user experience
  A simple checkout process communicates respect for the customer's time. It reduces frustration, leading to a more positive interaction with the platform.

• Lowered operational costs
  Streamlining processes often translates into cost savings. Managing, troubleshooting and optimising one-page checkouts can be less resource-intensive than overseeing a multi-page system.

• Simplified data collection and analytics
  With everything on one page, it's easier to track customer behaviour and gather insights. Businesses can identify points of friction or areas for improvement quickly, using heat maps or behaviour flow analysis.

• Centralised back end management
  From a technical standpoint, a unified page might be easier to maintain and update than a multi-step process. It allows for a more centralised system of handling user inputs and interactions.

• Increased adaptability
  Single-page systems can be more agile. Implementing changes and testing new features might be more straightforward for one page compared with multiple interconnected pages.

• Faster loading times
  Instead of loading multiple pages in succession, which can strain servers during peak times, loading a single page can offer better performance and quicker transaction times for customers.

One-page checkout is not just a trend – it addresses the core needs of businesses and their customers. By focusing on simplicity and efficiency, businesses can facilitate simpler transactions, gain clearer insights and elevate the customer experience by merging functionality with user-centric design.

One-page checkout best practices for businesses

While one-page checkout might appear simple on the surface, the design decisions and user experience considerations underpinning this approach are extensive and require deep consideration. The goal is to minimise friction, reduce potential barriers and offer a swift yet comprehensive checkout experience.

Businesses can reduce basket abandonment and provide a frictionless shopping experience with one-page checkout – if they execute it the right way. Here are a few best practices:

• Minimalistic design
  Keep the checkout design interface uncluttered. Avoid unnecessary graphics and focus on a layout that guides the user's attention to the most important elements.

• Clear call to action (CTA)
  The primary CTA button, such as "Complete purchase", should be distinct and easy to identify.

• Flexible payment options
  Offer a range of payment methods to support a diverse user base. This includes credit and debit card options, digital wallets and any region-specific payment methods.

• Error handling and feedback
  If a customer makes an error during input, provide clear and immediate feedback. This reduces the customer's frustration and the potential for basket abandonment.

• Guest checkout option
  While capturing customer data for future marketing efforts can be valuable, it's important to offer a guest checkout option for customers who prefer not to create an account.

• Progress indicators
  Even within a one-page system, showing a progress bar or indicators can help customers to understand the steps involved and how many are left.

• Visible trust signals
  Display trusted badges, testimonials or other indicators to assure customers of the website's legitimacy and the safety of their data.

• Auto-fill and suggestions
  Where possible, use auto-fill options at checkout to make the process faster for the customer. For fields such as addresses, suggesting completions can be helpful.

• Mobile optimisation
  Given that a significant percentage of customers shop on their smartphones worldwide, make sure that the one-page checkout is optimised for mobile devices.

• Easy-to-find customer support
  Offer easily accessible support links or buttons for customers to get in touch. Whether it's an FAQ section, live chat or helpline, providing easy access to support gives customers knowledge about how to contact your team, if needed.

The effectiveness of a one-page checkout depends on how well it's executed. Incorporating these best practices enables businesses to eliminate friction and create a user-centric, straightforward checkout flow.

How Stripe can help

It can be difficult to achieve speed, flexibility and security in online transactions. Customers expect businesses across sectors to deliver a swift and intuitive payment experience that also prevents fraud and can handle any transaction volume.

Stripe Checkout; Link, Stripe's accelerated checkout solution, and Stripe Payment Links are part of Stripe's extensive suite of payment solutions designed to meet these needs. Working together, these features help to accelerate and simplify the payment process, which can lead to happier customers and increased revenue. Let's take a look at how Stripe addresses these challenges:

• Swift payment completion
  Satisfying online customers includes providing them with a swift and easy transaction. Link, Stripe's accelerated payment function, accomplishes this by saving customer data securely, following an initial purchase. In subsequent transactions, this saved information allows customers to check out faster, speeding up the checkout process substantially.

• Lower basket abandonment
  Complicated checkout processes can frustrate customers, leading to abandoned baskets and a potential loss of revenue. Stripe's one-page checkouts solve this problem by making it easy for customers to finish transactions quickly. A faster, simpler process increases the likelihood that customers will complete their purchases.

• Flexibility across business types
  Whether you are a subscription-based service, a software-as-a-service (SaaS) entity, an online retailer or an e-commerce business, Stripe's one-page checkouts are designed to integrate smoothly with the rest of your payments infrastructure. They also work well with other Stripe services to provide a quick payment experience.

• Data management and compliance
  Stripe manages customer data according to the most stringent standards, storing key details, such as card information, in a PCI-compliant way. This allows businesses to offer one-page checkouts without sacrificing security.

• Rapid deployment
  Link and Payment Links allow businesses to establish customised, branded payment pages quickly, with no need for coding. This speeds up the implementation of various payment options, including an accelerated checkout.

• Global reach
  Stripe's one-page checkout solutions aren't limited by geography. With the ability to support over 135 currencies, businesses can extend the convenience of a quick checkout to customers worldwide, without having to handle complications with currency conversion.

• Safety measures
  Stripe's payment solutions are equipped with fraud detection and other risk management features, providing peace of mind to customers that their financial details are well protected during the one-page payment process.

• Data-driven decision-making
  Monitoring the effectiveness of your one-page checkout setup is simple with Stripe's analytics. These insights make it easier to observe customer behaviour and adapt your business tactics as needed.

Read more about the benefits of Checkout – including pre-built payment user interfaces (UIs) and popular payment methods – and how Link can auto-fill payment details for a quicker checkout.