This top-notch checkout experience comes from premium jean company Mott & Bow. It's driven by a special "checkout offer" designed to increase your purchase...View More size. The first image you'll see below is an example of how their sign-up/log-in page first detects whether your email is in their system or not & then shows the appropriate fields to continue. This keeps their form shorter & more efficient for a better user experience. Upon adding items & going to checkout, you're immediately presented with a 15% first-time offer, that once opted in for, is stickied at the top of the site & automatically applied at checkout. They have a beautifully-designed one-page checkout that includes a payment details section with input fields in the form of a credit card.
One-Page Checkout & Pop-Up Offer from Mott & Bow Swiped in July 2016
Adopt the approach that Mott & Bow uses of only showing certain fields when they absolutely need to be shown. This can easily make a long form shorter & reduce friction by only showing what's required at that very moment.
Next time you create a discount or promotion, think about how you can structure it so it encourages a larger order size. By requiring a certain order size, you'll likely be able to offer an even better deal which will attract a lot more attention. Notice how Mott & Bow mentions that you can either get 1 pair & free shipping or 2 pairs & 15% off. They're still offering an incentive for both, but the lure of the 15% is much greater & encourages you to buy more.
Take close note of the design genius behind Mott & Bow's checkout. The simple act of grouping together & arranging fields in the way they do makes the form feel completely different & more approachable than if the fields were listed out like your typical checkout.
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 mottandbow.com below.