Checkout Process from Toms Shoes

swiped by Mike Schauer from

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

Checkout Process from Toms Shoes

Key Takeaways

  • 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.

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of 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!

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