A well-designed online order form simplifies the purchase process and increases conversion rates. In this article, we explain how to design order forms that are user-friendly, secure, and compliant. We provide a template, an overview of how to integrate order forms into websites, and the relevant legal requirements in Germany.

What's in this article?

• How do you design an effective online order form?
  
• Order forms in Germany: A template
  
• What legal requirements apply to online order forms in Germany?
  
• How to integrate an order form into a website
  

How do you design an effective online order form?

Order forms appear where customers order products or services. On the internet, this includes online stores, delivery services, and even software-as-a-service (SaaS) providers. The main purpose of an order form is to capture the correct information so companies can fulfil orders accurately and completely.

An effectively designed online order form makes it easy for customers to place an order. It should also minimise the likelihood that they'll abandon their purchase at the last minute. To ensure a legally sound contract, it's also important to consider applicable legal requirements. We recommend using a template such as the one provided in this article.

The following criteria are important for the best possible design of online order forms:

User-friendliness

Usability is a top priority. The form should be clearly structured and easy to understand. This includes a logical order and identification of mandatory fields. Long forms can be divided into several stages with a progress indicator that can increase transparency and motivate customers to complete the order.

It's important that online order forms are equally user-friendly on mobile devices and desktops. Short loading times are especially important. The use of larger input fields and buttons can also make order forms more easily operational on touchscreens.

Data economy

An order form should contain only the required fields. Requiring shoppers to provide too much information can discourage them from making purchases. Ideally, additional fields are displayed only when necessary.

Design and layout

Sufficient spacing between fields can make an online order form clearer and more appealing. A professional template should take this principle into account. To build trust with the customer, you can use a custom design with the company's corporate branding. Providing clearly labelled buttons can help guide customers to complete their purchases.

Error reduction

It's helpful to be able to verify the accuracy of customer information as it is entered. An autocomplete feature also speeds up the process. For example, when a customer enters their postcode, the corresponding city name should appear immediately. When they enter the street name in the next step, the system should list matching streets in that location.
If an error occurs – such as an invalid email format – the form should clearly indicate where the error occurred. It should also present clear instructions on how to correct it, and the content of unaffected fields should remain untouched. It can be frustrating for customers to have to re-enter data.

Security

Customers enter personal and sensitive information on the order form. Displaying security certificates and privacy policies provides confidence in the form's safety.

Confirmation

After completing the ordering process, customers should receive an order confirmation. The company can also send an order overview by email to increase commitment.

Continuous development

It's a good idea to continually evolve your online order forms. A/B testing allows you to experiment with different versions of a form, testing different layouts and text to see how customers respond. Customer feedback about difficulties or ambiguities should be used to continually improve the order form.

Order forms in Germany: A template

Using a standardised template gives businesses the confidence to include all important content in their order forms. The information an order form collects varies depending on the product or service offered. You can use the following template as a guide when creating an order form:

Customer data

An order form typically begins by collecting customer information. First and last names are commonly required fields. An email address is usually necessary for further communication. If customers are ordering physical products, they usually provide a shipping address. For large items shipped via a shipping company, a phone number helps to coordinate delivery details.

Products or services

The selection of products or services usually takes place in the online shop or on product detail pages and can be done via drop-down menus, tickboxes, or so-called "radio buttons." Radio buttons allow the selection of only one option, which is useful when specifying the shipping method for example.

Clear presentation of product options, pricing and availability helps customers make decisions. Dynamic form fields adapt to the selection to eliminate unnecessary entries. For example, if the customer selects a custom item, an additional customisation field appears.

The quantity of goods or services ordered can be defined using plus and minus buttons or input fields. An automatic price calculation, including VAT, shows the customer the total cost. Discounts or promotional codes can be entered in a separate field. Visual cues can increase the customer's motivation to buy, such as text that tells the customer how much they're saving (e.g. "You’re saving €20 with this purchase!").

Delivery and shipping information

If the shipping and billing addresses are different, they must be entered separately. A tickbox reduces unnecessary entries (e.g. with the option "Billing address is same as shipping address"). It's also important to give customers the option to pick up products, if this is possible. This section should also include spaces to enter the desired delivery date, if the company offers this option. In addition, the form should specify the different shipping options and information about delivery times, shipping costs, and any express options. A visual highlight of the recommended shipping method can help the customer make a quick decision.

Payment information

In the best case scenario, the payment section includes different payment methods. If prepayment or purchase on account is possible, the terms should be clearly stated. If there are discounts or coupons available, there should be a field to enter them. Stripe Checkout is ideal for a smooth payment process. The predesigned payment form can be integrated into the website, or customers can be redirected to a page hosted by Stripe to accept payments or subscriptions easily and securely.

Note entry field

A comment field allows customers to add any special requests or notes regarding the delivery. For example, when ordering food, it is important to ask about any intolerances or allergies. This increases safety and customer satisfaction and speeds up the process.

Order completion

A final order summary recaps all the information so customers can review the details before making a purchase. A colour-coded button with a clear call to action – such as "Order and Pay Now" – signals the next step.

Once the customer submits the order, a confirmation page should appear with the order number and summary. An automated confirmation email is required to let the customer know the order has been received. If possible, real-time shipping tracking should be included in the email as well.

What legal requirements apply to online order forms in Germany?

When designing order forms on the internet, there are legal requirements German businesses should keep in mind. These primarily focus on customer protection.

One key element in this context is the button regulation laid out in Section 312j of the German Civil Code. It specifies that order buttons on order forms must be clearly marked so customers know they are about to make a purchase. Certain wording is acceptable, such as "Buy now" or "Order and pay". However, the words "Order" and "Continue" alone are not sufficient.

Here are some other legal requirements for order forms in Germany:

Comprehensive information

An order form must also include all important contractual information. Customers must be able to see the total price, including sales tax, shipping costs, delivery time, and the product's features before purchasing. Missing or unclear information can result in warnings and fines.

Secure payments

Payments are subject to high security standards. Strong Customer Authentication (SCA) is used for online credit card or direct debit payments in accordance with the Payments Services Directive 2 (PSD2). Customers are often required to verify their identity through two-step authentication.

Stripe Checkout helps businesses easily implement these requirements. Checkout provides legally compliant payment processing. The platform automatically integrates SCA-compliant authentication and supports multiple payment methods. Businesses avoid the risk of citations because Checkout uses legally compliant language for the purchase button. Businesses benefit from a global payment infrastructure and reduced technical overhead. The system automatically updates to reflect regulatory changes.

Legal notice

A legal notice should be prominently displayed. This applies to the general terms and conditions as well as the privacy policy, according to the General Data Protection Regulation (GDPR). The notices can also include boxes customers can tick to verify that they've read the policies.

Alternatively, the company can provide the general terms and conditions to the customer in a clearly visible place or directly on the order form in a clearly legible manner before the contract is concluded. "Clearly legible" means the font is large enough and stands out well from the background.

Finally, businesses must inform customers of their right of withdrawal in an online order form. Additional information about how to return goods gives customers peace of mind.

Accessibility

The Accessibility Strengthening Act (BFSG) will be enforced starting in June 2025. It requires businesses to make digital and physical products and services accessible to people with disabilities. This act will apply for example to websites, apps, automated teller machines (ATMs), and ebooks. The aim is to enact equal rights for people with disabilities, and violations can result in warnings or fines.

How to integrate an order form into a website

An order form can be integrated into a website using hypertext markup language (HTML), JavaScript, or specialised plug-ins. Business owners can create their order form manually or use Stripe as a payment service to simplify the process.

Manual creation requires HTML for the form elements and hypertext preprocessor (PHP) or JavaScript to process the entered data. Customers enter order information into text fields, drop-down lists, or radio buttons. The system sends the information to a server, which stores and processes it. A confirmation page informs the customer that they've successfully placed an order.

Stripe Checkout simplifies integration by providing a ready-made, customisable solution. Developers integrate Stripe into the website via an application programming interface (API) or a JavaScript element. Customers choose their product, enter their data, and pay directly via the secure Stripe interface. The system processes the payment automatically and informs businesses in real time.

Shop systems – such as Shopware and Shopify – are professional solutions used as standalone e-commerce platforms. For smaller projects or quick results, shop systems such as WooCommerce are also suitable and can be integrated into content management systems as a plug-in. These tools all provide ready-made order forms and can be easily integrated into the shop interface. However, using Stripe as a payment provider ensures the security of transaction processing.

A responsive design ensures that Stripe's order form works on all devices. Modern solutions support mobile payment methods to speed up the ordering process and make the payment process as simple as possible. Businesses also benefit from an optimised conversion rate because customers can complete the purchase in just a few steps.