ASOS uses a combination of best practice design, quirky copywriting and micro UX to create a simple and fun checkout experience.

Here, I pick out eight features that make the ASOS checkout great.

(p.s. if you have created a great user experience recently, you've got until June 17th to enter the Masters of Marketing Awards)

1. Friendly service in the bag

Using the word 'soz' (see picture below) when discussing a topic as dry as combining discount codes is a nice touch.

You might think this is an inconsequential detail, but this language shows me ASOS knows its audience and wants to make ecommerce less boring.

asos checkout

2. Social sign-in

A few years ago, social sign-in was anathema to some. Why would I give a company access to my life?

As we have become more accustomed to always being signed in to our chosen networks and are apathetic (some of us) when it comes to sharing information with advertisers, I think social sign-in is a big plus.

No passwords are required when signing in via social and this is a tangible benefit to my online shopping routine. When I return to the site, I simply have to authenticate again.

Note an early sign of ASOS's copywriting prowess - 'Sign in with social. Pow!' - as the retailer attempts to liven up a boring transaction.

social sign-insign in with twitter

3. Micro UX in registration fields 

There are many things to admire in the screenshot below.

Firstly, check out the copy underneath the email and date-of-birth (DOB) fields, neatly explaining why I should give this information to ASOS ('we'll send your order confirmation here' and 'you'll get a birthday treat..').

Next, there's a wonderful bit of micro UX - when I fill in my DOB, ASOS tells me how many sleeps until my next birthday. A tad twee perhaps, but another demonstration that ASOS is fun.

Lastly, the informal language used for gender - 'girls and guys' instead of 'male and female' - continues the friendly tone.

social signup 

4. 'Pay securely now'

An old and simple trick - reassure the customer with the payment call to action.

asos checkout

5. Emphasising free returns

An obvious one, but ASOS does it well in the bag.

asos checkout

6. Checkout breadcrumb trail

So I know how far through I am. Step two of five, in this case.

asos checkout

7. Good use of the order summary page

I've bought something but ASOS knows that doesn't mean it has to see the back of me just yet.

On the order summary page I'm directed towards ASOS Marketplace to continue shopping if I'd like to.

order summary

8. Clear order confirmation email

The functional is beautiful. Note how simply ASOS's order confirmation email is.

Just black text with limited formatting. The subject line - 'It's ordered!' - and the sub headers - 'Where', 'When' and 'What' - let the user check relevant order info quickly and efficiently.

Then, at the bottom of the email there is clear advice on how to cancel your order, get delivery updates or ask for further help.

asos checkout  cancellation

For more on ASOS, see the following posts:

Further reading:

Ben Davis

Published 14 June, 2016 by Ben Davis @ Econsultancy

Ben Davis is Editor at Econsultancy. He lives in Manchester, England. You can contact him at ben.davis@econsultancy.com, follow at @herrhuld or connect via LinkedIn.

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Comments (5)

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Nicole Williams, Group Marketing Manager at Manchester Airport Group

ASOS' website is great, totally agree! However, the other side of this is their absolutely dreadful post purchase customer service. You only have to take a look at their Facebook page to see just how bad it is. It's such a shame that companies of this size, who clearly invest heavily in their online experience cannot get the basics right!

over 1 year ago

Edmund Jones

Edmund Jones, E Commerce Marketing Manager at Digital Marketing Pro

Great Post. I have been following posts about the evolving ASOS
checkout experience over a number of years and have applied many of principles in my day job. I would be interested to get your take on the AO.com and Fab.com

over 1 year ago

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Deri Jones, CEO at SciVisum Ltd

Nicole hits it on the head.
Look at ASOS on TrustPilot
- https://uk.trustpilot.com/review/www.asos.com

and the forum on HotUkDeals suggests the problem is some years old:
- http://www.hotukdeals.com/misc/where-can-i-complain-about-asos-696870?page=2#comments

over 1 year ago

Jenna Ochoa

Jenna Ochoa, Director of Marketing at Blue Stout

Hi Ben,

Great post with really fun examples. I love the addition of "how many sleeps" until next birthday.

We've done a bit of research, ourselves, around ASOS and their mobile checkout is pretty well-designed.

Did you find anything in your study specifically around mobile?

over 1 year ago

Evan Thomas

Evan Thomas, Digital Marketing & Business Development at Salesupply UK

Nice article, Ben. Simplicity + humanity seems to be the recipe for success, here.

over 1 year ago

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