Personalization Glossary

A/B testing? Recommendation models? The personalization engine space uses several acronyms that may seem daunting, so we're here to help. You can find definitions to the most common e-commerce customer experience optimization terms here!

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Multi Step Checkout

The approach to eCommerce website design in which the checkout process is spread over multiple pages. This goal of multi-step checkout, as against one-step checkout, is to guide visitors to conversion by providing a transparent, linear experience that permits them to specialise in one step at a time.


Pros of Multi-Step Checkouts

Guest Checkout. Not all customers have time or want to create a customer account in order to check out. They give retailers the ability to add a guest checkout option.

Email Collection. Splitting the process into many pages and steps allows retailers to collect insightful customer data. Retailers can still collect a customer’s email address at the beginning steps of the checkout even if the customer decides to abandon the cart without completing the purchase.

Layout. Having more than one page in the checkout process enables you to cleanly display form fields and shipping options. There may be arguments of having multiple short pages is better than having one long page of customer forms because it appears less intimidating and easier to fill out.

Analytics. You can leverage the power of Google Analytics to find out where customers exit your check out process when you have a multi-step checkout.


Cons of Multi-Step Checkouts

Time. Customers may abandon the purchase if they feel that the process is too long. 

Length. It’s best that checkouts be restricted to three or four steps. Checkouts that have too many steps will cause shoppers to abandon the cart and your business will lose a sale. It is best to showcase the checkout progress in order to grant customers the visibility on the remaining steps left before completing the purchase.

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