A three-step checkout that shows the full price early
Unexpected costs are the most common reason shoppers give for abandoning a purchase. In Baymard Institute's research, extra costs such as shipping, tax and fees top the list. This concept redesigns a homeware store's path from product page to order confirmation around one idea: no surprises.
Self-initiated design study. Not a client project.
The problem
The fictional store, Hearth Supply, sells furniture and homeware online. In this scenario, its checkout has five steps, requires an account, and reveals delivery costs only after the shopper enters an address. Analytics show the steepest drop between the cart and the shipping step.
Bulky items make delivery costs vary a lot, which is exactly why hiding them until late feels like a trick to the shopper.
Design decisions
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Delivery estimate on the product page
A postcode field on the product page returns a delivery price and date range before anything goes in the cart. The estimate is stored and carried through to checkout.
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Guest checkout by default
Account creation moves to the confirmation page, where it becomes a one-click offer to save details for next time.
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Three steps with a persistent summary
Details, delivery and payment. On mobile, the order total stays visible in a compact bar that expands into the full summary.
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Payment methods by market
Shoppers see the options common in their country first, such as Vipps MobilePay in Denmark or Apple Pay and cards in the United States.
What we would measure
- Cart to order conversion rate
- Drop-off at each checkout step
- Time to complete checkout on mobile
- Customer service contacts about delivery costs
Services involved
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