Through GENERAL > Settings > Checkout in the left menu of your back office you will find three checkout options that you can activate/deactivate. It is also possible to have several checkouts run simultaneously; this will activate an A/B test.
Configuration – checkouts
At the right side of the screen you will find an area named Configuration, where you will find three different checkouts:
The original checkout is the one that comes with your theme by default. The theme consists of four steps: Your data, shipping methods, payment methods and a confirmation. Each step involves entering data and/or selecting certain options. Upon completion, customers may click ‘Next’ to proceed with the checkout. Each step is shown on a separate page. For more information, please refer to the related page in the manual.
As the name suggests, the one-page checkout consists of an area where all data and options are entered on one single page that customers scroll through. All data and steps are identical to the Original Checkout, except customers do not change pages after clicking Next. Instead, the system automatically scrolls to the next step on the page.
The one-step checkout can be compared to the one-page checkout; it also has all steps listed on one single page. The difference is that they are now displayed next to each other, instead of underneath. By default, some steps have a “fading effect”, a grey haze on top of them that puts them to the background. Customers will first have to complete a step, before moving on to the next, which will cause the “fade effect” to disappear. Choosing shipping methods for example, will cause a fade effect as soon as the checkout area opens. When a customer has completed his/her billing address, the ‘Select shipping methods’ step will automatically become visible, enabling him/her to choose a preferred shipping method. It is no longer necessary to click ‘Next’ after completing a step; the next one will become automatically visible on- screen.
A/B testing implies that your customers will be shown one of the available checkouts at random. This way, you can determine which checkout scenario yields the best conversion. Activating more than one checkout simultaneously automatically starts an A/B test.
A/B test results
A/B test results can be seen in the chart at the left at the bottom of the page and the statistics at the top. You can decide yourself what information you would like to see in the chart, by choosing one of the options in the Currently showing drop-down menu at the right in the statistics bar, that is displayed at the top of the screen.
By hovering your mouse over the statistics at the top of the page, a brief explanation on several options will appear:
The total number of customers that have opened the checkout area from their shopping cart, without considering whether they have fully completed the checkout process.
Conversion looks at the percentage of leads that ultimately complete the checkout process. The following calculation is used:
Completed/leads = conversion%
Example: if 100 people have started the checkout process (leads) and 75 of them actually complete it, your conversion will be 75%.
75/100 = 75%
When a customer leaves the checkout area in the first step, where he/she has to enter billing data. The difference between Abandonment and Bounce lies in the quitting stage. With Abandonment, this could be any step of the checkout process, whereas with Bounce it involves the first step, where customers almost immediately quit. The Bounce percentage is calculated as follows:
Bounced/leads= Bounce %
Example: if 100 people have started the checkout process (leads) and 10 of them quit in the first steps, your bounce rate will be 10%.
10/100 = 10%
If customers leave the checkout process without completing it, we speak of Abandonment. It is calculated as follows:
Abandoned/leads = Abandonment %
Example: if 100 people have started the checkout process (leads) and 15 of them have left without completing the checkout process, your Abandonment will be 15%.
15/100 = 15%
By default, all checkouts are monitored in the chart. If you opt to conduct an A/B test with two checkouts, you can remove the remaining checkout from the chart, by clicking it in the legend. For example, if you do not want the original checkout to appear in the chart, click its corresponding symbol in the legend.
Hover your mouse over charts to look at precise data. If you prefer an overview, you can also create an export file. You can do this by clicking “Export as CSV” in the title bar of the chart, at the right at the top.
After conducting an extensive A/B test, you can draw conclusions as to which checkout scenario works best for your online store.