Amazon

Amazon’s checkout flow undeniably prioritizes speed and getting you to place your order. By saving your addresses, payment methods, etc. Amazon aims to reduce friction to buying as much as possible. In fact, Amazon also has a “Buy Now” button on its product screens to allow users to skip past a lot of the form-filling and go straight to placing an order. This checkout flow is efficient and helps increase conversion rates as users are less likely to abandon their carts since all of the buttons related to purchasing tend to be bigger and in brighter colors. I think having clear delivery dates prominent also helps with conversion.

Warby Parker

Warby Parker’s checkout flow instead focuses on confidence building as users are encouraged to try some frames with the Home Try-On program, which increases confidence and reduces returns. Additionally, the checkout flow introduces add-ons for the lenses incrementally, which helps prevent being too pushy with upselling. In this way, Warby Parker can achieve higher average order value as customers are more receptive to upselling when add-ons are not presented all at once. I think that allowing users to try frames on virtually before buying also helps as it gives customers the confidence that they are making the right purchase.

Patagonia

Patagonia’s checkout flow stands out as it takes a value-aligned approach that aims to increase customer lifetime value. Throughout the checkout process, Patagonia emphasize its Ironclad Guarantee, wherein Patagonia shows that it is so confident in its products that customers can return their purchases and get a full refund/replacement if they are not satisfied. In this way, Patagonia is building trust between itself and its customers.