Amazon Checkout Flow
Based on Amazon’s study checkout flow, I could tell that their platform is highly optimized for speed and ease of checkout. After I add an item to my cart after choosing the quantity, I can click on my cart, then click proceed to checkout, at which point if I’ve already ordered something on the service, my information is already loaded and I can checkout my order in one click. This significantly improves conversion rate because it makes the entire process incredibly simple for users and decreases the time that they may take to mull over whether they actually need the product or not.
Warby Parker Checkout Flow
When I tried Warby Parker’s checkout flow, on the other hand, it builds confidence in the user. The app is built very beautifully where users can clearly see the glasses, find their width, and even virtually try it on. They walk the user very cleanly through selection of a prescription type, vision type, etc.. After the user has selected all of the configurations, the item gets added to cart and they can immediately pay. As a whole, Warby Parker’s checkout flow increases the perceived value of their product. This makes it likely that the user will order multiple items, thus increasing order value.
Patagonia Checkout Flow
When I walked through Patagonia’s checkout flow, it was clear they are very values aligned. They allow users to buy new or used, showing they care about sustainability. They also make the website appear as though they are focused on saving the planet through multiple environmental references. This checkout flow optimizes for a user being loyal to Patagonia and its values, thus increasing the customer lifetime value.
