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Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads by Sandra Niehaus, Lance Loveday

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Chapter 9. Checkout Process

 

“I have enough money to last me the rest of my life, unless I buy something.”

 
 --Jackie Mason

The checkout process is one of the most widespread and familiar of all online processes. As such, it’s had plenty of time to be studied, analyzed, and tweaked. It could be said the checkout process is so commonplace it’s been perfected. Right?

Wrong. Improvements to the checkout process have been unevenly implemented across the web, and will take time to be widely distributed. Many commonly used shopping cart systems, for example, continue to incorporate outdated approaches to the checkout process, perpetuating mistakes or limitations from the early days of the web. The result? An average of 59.8% of all visitors entering a ...

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