Is there an ideal checkout system in an online store?

Question

CMS

In our online store (I will not say the name, so as not to be promoted) a rather outdated ordering system is implemented. Those. a person adds an item to the cart, goes to a page where a choice is offered: either register or log in (if already registered). When registering, he is asked to fill out a huge form (full name, city, address, postal code, and many others), then he chooses the method of delivery, payment, etc.
As a result, we get the following statistics. 100 people put the goods in the cart, 40 people start placing an order, and 20 people reach the end. Those. a huge percentage of people (60%) don't even get to the beginning of the checkout process. Of those that have started, 50% do not reach the end. The metric shows that the main loss occurs precisely at the stage of entering contact data.
Of course, I did not discover America, and almost all specialists working in web design know that the most vulnerable place in e-commerce is the shopping cart and checkout system. It infuriates me when I am asked to enter a bunch of unnecessary data. Why should I, excuse me, write my address, index, etc., when I want to pick up the goods by myself? And anyway, I don’t want to register on the site, I don’t have an email, I just want to come and redeem my order!
And finally, in our team, we came to the conclusion that a decision was made to globally remake the ordering system on our website. The site is quite visited, there are a lot of orders. But the conversion is just miserable. People go to our store in a crowd, but half of them do not master their way through the jungle of our system. We got tired of it and we decided to change.
In this regard, I would like to ask the habra community the following question: who can give examples of any online stores that, in their opinion, have implemented an “ideal” (although I know that such does not happen) ordering system, or even just good and comfortable. Give examples, share opinions and experiences. And are there paid / free scripts for such functionality on the network (although I have a hard time imagining how this can be implemented, i.e. is it possible to make such a universal script for implementation in any project, despite the fact that our site is completely handwritten, not on any common engine).

Answer 1

Ideal ordering system:
1. put everything in the cart
2. change the quantity in the cart, see the total price
3. proceed to checkout. There are four options:
3.a. the phone number on which I can call the manager and say the order number (displayed right there), and decide everything with the manager. Payment in cash upon receipt.
3.b. enter the phone number by which the manager will call me and we will decide everything with him. Payment in cash upon receipt.
3.c. enter the minimum required order parameters:
- one text box for the first / last name
- one text box for soap
- one for the phone
— one area text for the address. Without these miserable fields "street, house, building, structure." What if I don't have a street? Or where should I enter a note for the courier? Or attach a link to the "location map" from the website of our organization? Area text is more practical.
- optionally "put a point or draw a route from the metro on the Yandex map." It's so simple and makes everyone's life easier. But it should be optional.
Only address, name and phone number are required.
3.d. registration. The same as 3.v, only a little more fields, and with the provision of a login and password, for repeated purchases.
4. if payment by electronic money is selected, then payment.
I have been wanting this game for years. But for some reason, everyone makes some wild complex forms. If it is the registration of users that is very important to you, hang over 3.g. die "registered 0.5% discount". And better "100500 bonus points for the next purchase (1 bonus point = 0.003 kopecks)".

Answer 2

Unfortunately, the ideal system does not exist. There are a lot of niches and, accordingly, audiences - each with its own "troubles". All that's left is A/B testing. One of the best books about this is Eisenberg's Call to Action. Translation can be found here .

Answer 3

As an option, connect yourself to the “quick order” function, with 2-3 fields to fill out and a button next to “put in the basket”. The main thing is that you can somehow contact the client later either by mail or by phone to the manager, and then the manager can offer something else “useful” in addition. This is implemented in many CMS, ours definitely has it.
You can also implement the quick order function from Yandex so as not to fill in a bunch of delivery fields, they will all be taken from the Yandex mail profile.

Answer 4

Wow, interesting thought.
Let's help each other.
I've had a shop since 2005. And from experience, a lot of ideas have come and gone.
It seems to me that I have found a more or less ideal checkout system.
But so far I have not introduced it in my main store, but I have made such a mini-clone here to work out ideas.
You look there, tell me what you like, what you don't like. Keep good ideas :)

Answer 5

Yes, just leave 2 fields email and phone, the rest let the manager call back and find out.
The maximum is the city, this is if the delivery calculation module is connected depending on the location. Or by geoip approximately, then even without a city.
In short, 2 fields, one for all sorts of reminders (and maintaining “documentation”) and registration - email, the second (phone) for the manager’s communication (still, it will not be convenient for the manager to recognize the clumsy email :) )

Answer 6

Product filter and quick registration, registration, this is already a de facto standard for IM.
For example, for opencart there is a wonderful Simple module - simplified registration and order
Read, maybe you can “emphasize” something for yourself, there is a demo