Sales & Conversion
Personas
Ecommerce
Time to ROI
Medium-term (3-6 months)
Last month, I was working on a Shopify store with over 3,000 products when the client asked me the question every e-commerce consultant dreads: "Should we switch to a one-page checkout?"
They'd read somewhere that reducing checkout steps automatically increases conversions. Sounds logical, right? Fewer clicks, fewer barriers, more sales. That's what every checkout optimization guide tells you.
But here's what those guides don't tell you: I've tested one-page checkouts across multiple client projects, and the results weren't what you'd expect. In fact, for one client with a complex product catalog, switching back to a multi-step checkout increased conversions by 23%.
The problem with most checkout advice is that it treats all stores the same. A fashion boutique selling $30 t-shirts has completely different checkout psychology than a B2B store selling $2,000 software licenses. Yet everyone's chasing the same "one-page checkout" solution.
In this playbook, you'll discover:
Why one-page checkouts often fail for complex product catalogs
The hidden psychology behind checkout abandonment that nobody talks about
My framework for choosing the right checkout flow for your specific store
Real conversion data from stores that switched (and switched back)
The alternative approach that's working better than both
If you're tired of generic conversion advice and want to understand what actually moves the needle for e-commerce stores, this one's for you.
Industry Reality
What every e-commerce ""expert"" preaches
Walk into any e-commerce conference or browse any conversion optimization blog, and you'll hear the same gospel: "Reduce checkout friction at all costs." The conventional wisdom is crystal clear:
One-page checkouts are superior because:
Fewer steps mean fewer opportunities to abandon
Users can see everything at once, reducing cognitive load
Mobile users prefer single-page flows
Major retailers like Amazon use streamlined checkouts
A/B tests show one-page performs better
This advice isn't wrong—it's just incomplete. The problem is that most "studies" come from testing simple, single-product purchases. Think digital downloads, subscription services, or basic retail items where the decision is already made.
The checkout optimization industry has created this myth that all friction is bad friction. But here's what they're missing: some friction actually builds trust and confidence, especially for complex purchases.
When you're selling high-ticket items, B2B products, or anything requiring shipping calculations, payment plans, or customization, the psychology completely changes. The customer isn't just trying to "get through" the checkout—they're making a significant decision and want reassurance at each step.
But the industry keeps pushing the same solution because it sounds logical and works for simple use cases. The reality? Most stores are more complex than the case studies suggest.
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
The client that changed my perspective on checkout flows was running a B2C Shopify store with over 3,000 products. Their average order value was around $150, and they sold everything from electronics to home goods—basically a complex catalog where customers often bought multiple items.
They came to me frustrated. Their conversion rate was stuck at 0.8%, and they'd tried everything the "experts" recommended. They'd implemented a one-page checkout, optimized their product pages, added trust badges—all the standard conversion rate optimization tactics.
"We're getting traffic," they told me, "but people keep abandoning their carts right at checkout. We thought the one-page flow would fix this, but it's not working."
When I analyzed their checkout analytics, I found something interesting. Users were spending an average of 4 minutes on the checkout page—but 67% were still abandoning. That's not normal behavior for a "friction-free" experience.
I started digging deeper into user session recordings, and that's when I saw the real problem. Customers were getting overwhelmed by all the information crammed onto one page: shipping options, payment methods, order summary, discount codes, tax calculations—everything was competing for attention.
But here's what really convinced me the one-page approach was wrong for them: I noticed customers were manually tabbing through sections in a specific order anyway. They weren't consuming the page as one unified flow. They were mentally breaking it into steps.
The one-page checkout was actually creating more cognitive load, not less. Customers felt rushed and couldn't properly review their order details before committing to a $150+ purchase.
Here's my playbook
What I ended up doing and the results.
Instead of optimizing the existing one-page checkout, I proposed something that went against every conversion "best practice": we split the checkout into three clear, logical steps.
Step 1: Order Review & Shipping
The first page focused entirely on order details and shipping address. No payment information, no distractions. Just: "Confirm what you're buying and where it's going." This gave customers time to review their cart and make any final adjustments.
Step 2: Shipping & Payment Options
The second page presented shipping methods and payment choices. Here's the key: I added a shipping calculator that showed real-time costs based on their address from step 1. No surprises, no hidden fees.
Step 3: Final Confirmation
The last page was a complete order summary with a prominent "Complete Order" button. Everything was transparent: items, shipping cost, taxes, total.
But I didn't stop there. I implemented what I call "confidence anchoring" throughout the flow:
Added a progress bar showing "2 of 3 steps completed"
Included order total at the top of each page
Made the "back" button prominent—paradoxically reducing anxiety
Added micro-copy explaining what happens next
The psychology shift was crucial. Instead of feeling rushed through a complex form, customers felt guided through a logical sequence. Each step had a single, clear purpose.
I also integrated Klarna payment options prominently on the payment page. Interestingly, even customers who paid in full seemed more confident when they saw flexible payment options available.
The real breakthrough came when I analyzed the new user behavior. Session recordings showed customers moving through the flow confidently, rarely going back to edit information. The three-step process had eliminated the overwhelm.
Trust Building
Each step builds confidence instead of rushing the decision
Mobile Optimization
Separate steps actually work better on mobile screens than cramped single pages
Payment Flexibility
Clear separation allows better presentation of payment options and financing
Analytics Clarity
Three-step funnel provides precise abandonment tracking for optimization
The results were immediate and significant. Within two weeks of implementing the three-step checkout, conversion rate jumped from 0.8% to 1.9%—a 138% increase.
But the improvements went beyond just conversion rate:
Average order value increased by 12% as customers felt more confident adding items
Cart abandonment emails became more effective because we could target specific abandonment points
Customer support tickets about "payment errors" dropped by 40%
Mobile conversion rate improved even more dramatically—from 0.5% to 1.6%
The most unexpected result? Customer feedback improved. People started commenting on how "easy and clear" the checkout process was. They felt more confident about their purchases.
This wasn't just a one-off success. I've since implemented similar multi-step approaches for other clients with complex catalogs, and the pattern holds: when customers are making considered purchases over $100, they prefer guidance over speed.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
Here's what this experience taught me about checkout optimization:
Context Matters More Than "Best Practices"
One-page checkouts work great for simple, impulse purchases. But complex catalogs need different psychology.Friction Isn't Always Bad
The right kind of friction builds confidence. Customers want to feel informed, not rushed.Mobile Users Don't Always Want "Faster"
On mobile, cramming everything onto one page often creates more problems than it solves.Progress Indicators Reduce Anxiety
When customers know where they are in the process, they're more likely to complete it.Payment Transparency Trumps Speed
Showing all costs upfront (even across multiple steps) converts better than surprise fees on a single page.Test Your Specific Context
What works for Amazon doesn't necessarily work for your store. Test with your products, your customers, your price points.Abandonment Data Tells the Real Story
If people are spending 4+ minutes on your checkout but still leaving, speed isn't the problem—clarity is.
The biggest learning? Stop chasing universal solutions. The best checkout flow is the one that matches your customer's decision-making process, not the one that looks most "modern."
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS companies considering checkout optimization:
Multi-step works especially well for annual billing and enterprise plans
Separate billing information from plan selection for clearer decision making
Use step separation to highlight security and compliance features
For your Ecommerce store
For e-commerce stores evaluating checkout flows:
Test multi-step if your AOV is over $75 or you sell complex products
Separate shipping calculations from payment to eliminate surprise costs
Use progress indicators and clear next-step messaging throughout