Paul Rouke

Checkout best practice revisited

It’s been over two years since I published an article on the Econsultancy blog entitled: Are
retailers following best practice to improve conversion rates?

In that
article I was specifically looking at the checkout processes of a variety
of retailers, and in particular whether or not they have enclosed (or in other words
removed site wide elements and distractions to focus the user) the process. 

In this article I have revisited the retailers who featured in this
article to see which of the retailers who didn’t enclose their checkouts then are now using this approach .

Enclosing the checkout is an approach I almost always
recommend my retail clients adopt as a primary way of improving their
checkout funnel conversion rate.

WTF does usability best practice actually mean?

What constitutes usability best practice for e-commerce? In fact, what makes something/anything ‘best practice’?

I’m the first one to say that I regularly refer to ‘usability best practice’ and best practice is certainly a phrase used often enough by Econsultancy. I thought it would be worth starting a discussion on what you think when they hear this term, and what you feel justifies having the label ‘best practice’.

Or perhaps you feel it should just be banished from our industry!