As we all know, mobile users have short attention spans, so to improve conversions and reduce basket abandonment mobile checkouts need to be quick to load and simple to use.

In a recent analysis of the top 20 UK retailers’ mobile checkouts we found that in general businesses are performing well, though forced registration still remains a common problem.

The criteria can be seen in more depth here, but essentially these are the most important criteria for creating a user-friendly mobile checkout:

  • Don’t make users register or create and account before checkout.
  • Keep form filling to a minimum.
  • Display a clear contact number and security reassurances to make sure users know the process is safe.
  • Entering credit card details is a pain on mobile, so offer alternative payment methods such as PayPal.

With these criteria in mind, I took a look at Laura Ashley’s new mobile site that went live last week...

How does it stack up?

Once you have selected your items, Laura Ashley gives options for ‘Existing Login’ or ‘New Customer’.

‘New Customer’ is essentially a different way of saying ‘Create New Account’, but LA is sneaky as at no point does it mention that users are registering details or creating an account.

It follows best practice by keeping form filling to a minimum - you only have to enter your name, address, phone number, email address and password before moving onto the payment screen.


Laura Ashley further simplifies the process by using a postcode lookup tool and allowing customers to use the same address for billing and delivery.

The next page summarises the order information, including product details, total delivery cost and delivery address, before you click through to the final payment screen.

It’s a simple process, although Laura Ashley only gives one delivery option. This is more a criticism of its overall e-commerce platform than its mobile checkout, but it would be useful offer customers an express delivery or a click-and-collect option.

The ‘Standard Delivery’ costs £4.50, which is quite steep, and it doesn’t mention how long it will take to arrive. This is something that customers need to know. 


However Laura Ashley redeems itself by allowing customers to pay for items using PayPal. Of the top 20 online retailers, only ASOS and New Look accept PayPal so Laura Ashley is in the minority of m-commerce sites that use alternative payments.


Laura Ashley has created a fast and user-friendly checkout process that should help increase mobile conversions.

While it requires users to create and account it doesn’t actually tell users that they are registering – this will help avoid basket abandonment, as customers associate creating an account with form filling.

It also has a progress bar so users know how long they have left before the transaction is complete, and accepts PayPal.

The only minor criticisms are that the telephone number is hidden at the bottom of the screen and costs 10p per minute, and that there aren’t enough delivery options.

These are small points though, and overall Laura Ashley’s mobile checkout is among the best I have seen.

David Moth

Published 5 July, 2012 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (2)

Dean Marsden

Dean Marsden, Digital Marketing Executive at Koozai Ltd

I agree Davaid, looks very nice. Having an easy to use address look up tool is a great thing to implement on a mobile checkout. So fiddly typing lines of your address on a mobile sometimes!

Also, progress bars are great and in my opinion underused by eCommerce websites. Registration and application forms see good results from optimising their form's progress bars (in terms of consolidating steps) so its good to see this on a mobile checkout such as this. It also helps identify specific places users are dropping out of the process.

Thanks for the review.

about 6 years ago


Luis Pires

Love the progress bars and the ease of transition for the user. At the same time, they found a clever way to show progress in the process. I'd love to hear in the future the difference the new check-out process has made to conversion.

about 6 years ago

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