A/B Testing – Quick Vs Multi Page checkout – Which performs better?

Checkout pages are the last part of transaction that confirms sale. They ask customer about their personal information (name, CNIC, credit card info, social security) so they can be billed and their product shipped to them.

There are many reasons why customers resort to shopping cart abandonment. Sometimes the Checkout is badly optimized with an ill-defined structure. There might be excessive loading time. Some sites require account creation before any sales can be made, due to which customers are fed up and leave. The checkout fields might be too many so the customers get tired.

The problem is not as important as the solution in this case. It is evident that without practical implementation and analysis of performance and success ratio no solution can be deemed as effective. To test these solutions they are subjected to A/B testing.

What is A/B Testing?

When a problem presents itself on online web pages (in this case checkout), there are different solutions which can be put into effect. However, their success is based on theoretical models which vary from practical field implementation.

A/B testing is the process of developing different web pages with different solutions and putting them in service over time. Factors such as analytics, visitors, leads, conversions, customers and sales are monitored. Thus the most effective solution can be easily pointed out and put in action.

Checkout Pages: One Step (Quick Checkout) vs Multistep

Although Multistep Checkouts are still commonly used, customers are evolving and have new needs to which quick checkouts such as PrestaShop One Page Checkout can cater to more effectively. Following is a comparative analysis of both approaches.

Multistep Checkout Page

Traditional approach for checkout modules is to develop a checkout page which is divided into different categories. This step by step procedure categories added information such as personal info, credit history and contact info page by page.


  • Categorises information into different pages
  • Less information per page needs to be added
  • Has an indication bar to show progress levels
  • Customers can enter each category with ease


  • Excessive loading time per page is main factor for shopping car abandonment. 57 percent visitors abandon website due to this loading time over 3 seconds and all of them never return to the same site.
  • Less info per page but results in a lot of information altogether being asked from customer during the duration of checkout. This is the cause for 21 percent abandonment.
  • Customers often forget about the information they had entered in previous sections of checkout. This is the cause for 64 percent abandonment.

Even if multistep checkout has a few advantages, they are outweighed by the disadvantages that accompany them. This method is the traditional approach to checkouts and has started to become redundant. The new generation of customers are tech savvy and are looking towards fast checkouts which require only relevant information.

Quick Checkout

Quick Checkouts such as PrestaShop One Page Checkout Modules are based on the principle of simplifying checkout process. In a singular page, all information required from customer is taken as input and just by entering the information, the transaction is completed.


  • A singular checkout page which takes in all information in one go.
  • Fields can be set personally with headings and type of data as in PrestaShop One Page Checkout module
  • Highly versatile and customizable. Allows customized forms to be created.
  • Choose from a vast number of themes which can then be customized as per requirements.


None. This is the beauty of quick checkouts such as PrestaShop One Page Checkout module. It might be hard to believe this but because it is built from the customer’s standing point and their psychology, it completely fulfils their needs. Being the new generation of checkout pages, it incorporates all the strengths and leaves behind weaknesses in previous models.

One Step (Quick Checkout) vs Multistep: A Practical Demonstration

Example can be taken from the Official Vancouver 2010 Olympics Store, was a One Page Checkout. A/B testing of both Multipage and Quick Checkout were implemented by the designing company beforehand to finalize which model and prototype would be implemented as solution.

Results greatly favoured the implementation of Quick Checkout, which in this case was PrestaShop One Page Checkout module.

Multipage Checkout:

  • Increase in Visitors: 20%
  • Increase in Leads: 13%
  • Increase in Conversions: 19%
  • Customers that completed Checkout process entirely: 36%
  • Customer ratings of system: 6.3/10 (approx.)

PrestaShop One Page Checkout Module:

  • Increase in Visitors: 57%
  • Increase in Leads: 42%
  • Increase in Conversions: 87%
  • Customers that completed Checkout process entirely: 76%
  • Customer ratings of system: 8.8/10 (approx.)

From this survey it is evident that the Quick Checkout modules such as the PrestaShop One Page Checkout shopping cart are now the future of online business website industry. From the perspective of digitally active customers who are virtually connected to the social hub of World Wide Web, speed and ease of purchase come as priority above all others.

PrestaShop One Page Quick Checkout module perfectly suits the requirements of modern customers and has both statistical backing combined with approval from A/B testing to prove that it is the best Checkout solution in market. Simply add it to your business and feel the boost personally.

Author Bio: Alastair Brian writer from « FMEModules » – a brand well known for top of the line reliable PrestaShop Add-ons, themes, extensions and services. Follow him on TwitterLinkedIn and Google plus.

Articles similaires

Lenteur Enregistrement Produit BO
views 1894
Vous avez téléchargé la version Prestashop 1.6.011 et là grand problème lorsqu'on accède à la fiche produit on s'aperçoit que les boutons "enregistrer et rester" et "enregistrer" sont grisés avec un logo de chargement et il faut attendre un bon moment pour qu'ils deviennent actifs. Après plusieurs recherches, j'ai trouvé la solution qui a fonctionné grâce à sandrocirlin, un membre du fo...
Pourquoi utiliser une application mobile pour payer ?
views 225
Pourquoi utiliser une application mobile pour payer ? À l'heure où de plus en plus de foyers sont multi-équipés de smartphones et de tablettes, le paiement via mobile ou m-commerce connait une explosion de croissance. +31% selon les prévisions pour 2017. Mais pourquoi changer ses habitudes ? Quels sont les avantages de payer via son mobile ? Quelques éléments de réponses des utilisateurs férus d'...
Ajouter des tabs dans une page cms | Astuce Prestashop 1.6
views 1381
Ce tutorial va vous permettre d'insérer des tabs dans vos pages cms Astuce Prestashop 1.6 -------------------------------------- 1) Insérer une tab horizontal sur la page cms de Prestashop  1.1) Une fois sur la page cms, cliquez sur l'icône source code 1.2 Insérez le code suivant 1.3 Enregistrer et visualiser 1.4 Si vos tabs ne fonctionnent pas, il sera nécessaire d'aj...
Gratuit : Template Mails | Astuce Prestashop 1.6
views 3529
Je vous propose une nouvelle mise en page plus minimaliste pour les mails. Le fichier comprend la version anglaise et française. Vous pouvez télécharger les templates gratuitement. Cette astuce Prestashop est valable pour la version 1.6 et 1.5 1) Exemple de mails   A noter : - Il est possible de modifier le contenu des mails. Pour cela il faut aller dans Localisation > Traductio...
Comment la couleur affecte le taux de conversion
views 139
Cette infographie, réalisée par Kissmetrics , met en avant l’importance du choix des couleurs pour améliorer la conversion sur votre site e-commerce. En effet, les couleurs ont une grande importance psychologique sur le cerveau humain. --------- Voici quelques données qui ressortent de cette infographie : - 92,6 % des personnes déclarent que l’aspect visuel est le critère N° 1 pour prendr...

Laisser un commentaire

Votre adresse e-mail ne sera pas publiée. Les champs obligatoires sont indiqués avec *