Because the conversion doesn’t end when the good is in the cart, but when the checkout is completed and the goods are paid for. Many stores neglect the checkout process, considering that once the buyer decided to add the products to his cart and hits the “Checkout” button the process is completed, however abandoned cart percentages continue to baffle them.
Magento’s standard checkout is generic in order to accommodate all possible merchant needs, but users feel it’s complex and are discouraged by the lengthy process. An equally unfriendly solution is the grouping of all the steps and forms into a single step, as for most scenarios this means offering the user almost 40 fields in a single step, which is even more discouraging.
PrimeCheckout divides the checkout in 3-4 quick and easy steps:
and offers an elegant folding of the completed steps. Here are the steps in detail.
One of the most frequent problems we’ve heard buyers report is that they have a coupon code and go through the whole checkout expecting to enter it in the final step, where they find no input for it. Some stores added a link in the overview step directing users with coupons back to the cart page, but having users leave your checkout for any reason when they are 1 click away from finalizing the order, is against good usability practices.
If you have customized your store design and wonder if PrimeCheckout will work for you, the answer is it will. PrimeCheckout comes with styles for both the Magento standard design (optionally overriding previous modifications) as well as a light style which goes well with almost any design. Additionally, your designer can make any changes to the checkout templates and styles just as he would with the Magento standard checkout.