This checkout example comes from Toms, the shoe brand made famous for their "buy a pair, donate a pair" business model. Shortly after arriving on the site, I...View More was presented with a pop-up to receive 10% off my first purchase. After opting in for the offer, the promo code & details were posted prominently at the top of the site & stayed there as a reminder to take action on the deal.
Tom's simple 3-step checkout has a clean, color-blocked design with two particular standout components. The first standout component is their use of contact options & how they answer buyer questions. They have a phone number in the top right & four options in the bottom left (phone, email, live chat & Twitter). All of these combined make a thorough set of options for potential buyers to get their questions answered quickly. The other big asset is their offer for free returns & free shipping. They promote this prominently in the sidebar, directly below the price.
Checkout Process from Toms Shoes Swiped in July 2016
Try offering a "first-time purchase" discount/gift as a more compelling way to acquire new customers. Remember that oftentimes, depending on the business, it's easier to get new sales from existing customers than from new customers.
After opting in for their first-time offer, the promotion stays showing at the top of the site as a reminder. They acheive this effect by installing a cookie. Whenever you come back to the site, as long as you have that cookie installed, you'll see the promotion up top.
Consider Toms' "Have Questions?" section for your own checkout. Never downplay the importance of answering potential customer's questions at the checkout phase. There's a reason why Toms presents so many options. They don't want anyone abandoning their cart because of unanswered questions.
Toms uses Twitter, phone, live chat & email as contact options. Although this all-encompassing combination is only doable for a company with proper staff, offering any of these options is better than none. But ideally, you want an option that allows you to clear up any questions ASAP.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of toms.com below.