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Design of the delivery and payment page. We will upgrade the ordering page and checklist. Clear main CTA element

Friends, greetings. I deeply apologize for the fact that over the past two months I have only two articles. The simple fact is that at the end of September my son was born and I am just now slowly getting used to the new rhythm of life.

Today’s article is on the topic “ Take it and implement it quickly!”. And, it would seem, what does the sheet in the picture on the left have to do with it? You'll find out soon

And today I want to touch on a topic related to textual and graphic design delivery information pages. After all, this is one of the few pages that forms the visitor’s final decision about purchasing in your online store, and many simply underestimate its importance.

I have seen so many options for presenting this information, and I am increasingly convinced that imagination is not limited by anything.

What we'll talk about:

  1. Formulation of the problem;
  2. How NOT to do it;
  3. Simple presentation of information (choose your implementation option);
  4. Good role models;
  5. Conclusion.

Why is this so important anyway?

It is not for nothing that I draw your attention to the “Delivery” page, since by reading these pages, the visitor often makes the final decision to buy from your online store or not. And our task is to make this reading easy for him and not cause difficulties. Don't underestimate content marketing (which gets a lot of attention in mine), even on the shipping page.

When the question arises about presenting this or that information, we immediately begin to think about how best to do it.

For example, in every article on this blog I struggle to restrain myself from oversaturating my readers with information. After writing, I edit almost any article several times and reduce the amount of information provided for better assimilation and minimizing the mess. Yes, writing each article takes about 10 hours in total, but I’m sure it’s better than publishing a semi-finished article every day.

Therefore, every time you get ready to go to the site, post something information page(speech doesn't work about articles on the online store’s blog), then try to fit maximum information in a minimum of words or, even better, graphics.

And today we will try to put this information in such a way that with just one glance the visitor will understand that you are successfully delivering the goods to his city or village.

Bad example

Not the best best example for imitation.

To the left of this text you see a screenshot of the “Delivery and Payment” page from the ProSkater.ru website, which is several times smaller.

Most likely, this page was updated as information became available and new directions in delivery were discovered, but when the page is more than 13,000 pixels high (more than 10 screens long!), this no longer seems funny.

IN in this case this online store can afford this, since it already has a huge army of buyers and followers who already remember by heart all the conditions and rules for delivery with payment.

The first example clearly shows the most common mistake when compiling this type of page: to contain as much as possible more information and get in the end unreadable sheet of text.

Summary: don’t lump everything into one pile, structure the information!

But that's all general tips, which mean nothing until we get down to business. In the next chapter, we'll start building the backbone of this page and find some really worthwhile solutions.

Simple presentation of information

Each online store has its own types of delivery and there is simply no single solution that will cover all options.

Let's look at the most common options:

Same rules for everyone

First impression.
At the first glance at the “Delivery” page, the visitor should immediately have an understanding of whether you are in his city or not.

If you have fixed or even free delivery throughout Russia, then something like this will suit you elegant solution(live example at the end of the article):

It’s easy to guess that just one glance at this page will make it clear that the online store provides delivery throughout the country and absolutely free. Yes, you can write about this in text, but with an image it’s much more effective, and visual users will also appreciate you

Call to action!
At the end of the page, be sure to place a link or button calling for further action. Usually this is a simple link with the text “Proceed to Shopping” that leads to the main page.

Option #1. Courier only.

If you only Express delivery in your own way and additional cities, then it is often enough to simply list these cities in the description text.

When a user lands on this page, he immediately sees a map with cities marked on it. And if he sees his city, then his gaze falls below, where there are already links to detailed conditions for each city, which are located on the same page just below.

If you choose to use interactive Google maps, then it makes sense to use Info Windows to Google Maps. Example:

In each city where courier delivery is available, place a similar marker and in the pop-up window you can place any information: delivery speed, delivery time and other conditions. You can read more about the Google Maps API.

Fortunately, few online stores work only with courier delivery and usually there are significantly more types of delivery. In the next example we will add .

Option #2. Courier and pickup.

If you work with both courier delivery and pickup throughout the country, then I suggest slightly modifying the first option.

In this case, you can most likely also get by text page with an interactive map at the very beginning.

Again, once visitors land on the page, they will see interactive map, on which cities are marked. By clicking on his city, the visitor can immediately see what options are available for him: courier, pickup, or both.

Option #3. Courier, pickup and mail.

You understand that placing everything on the map post offices there is no point and some other solution is needed here.

Changes:

  1. When landing on the delivery page, the user should immediately understand that delivery is carried out throughout Russia;
  2. Let's separate right away Postal delivery from other methods. And to do this, we will divide the information into tabs.

The first tab “Courier delivery and pickup” is completely taken from option No. 2. But the second tab is fully prepared for Russian Post:

Those who live in remote regions know that mainly only Russian Post delivers to them. And that’s why we immediately suggest watching:

  1. Cost of delivery;
  2. Delivery terms;
  3. And control dates delivery on the diagram.

That is, when you get to this page, we will answer the user’s questions on the first screen of the monitor. This is wonderful!

Other delivery schemes.

This article covers general case, but still, each online store has its own delivery methods to the buyer and you can’t get enough for everyone at once

Therefore, here are some tips to help optimize the presentation of information:

  1. Key recommendation: Use tabs to separate information. If you want to add a description of delivery by transport companies, it is better to place this information on a separate tab;
  2. From experience, the simpler general scheme delivery, the easier it is to work. Some introduce delivery calculators by Russian Post and persistently enter the weight of goods into , and some simply set a fixed cost of delivery by Russian Post. The average cost of delivery for both is approximately the same;
  3. Try to make sure that at the first glance at the delivery page the user immediately has an answer to his question: “Will you deliver to my city?”;
  4. At the end of the page, place a “Proceed to Shopping” link.

Some good examples

I think it would be nice to put some great examples of “About Shipping” pages at the end:

Ecco

The tab system in action. Link .

Here we have a slightly different approach. Just enter your zip code or city and the online store will display everything possible ways delivery. Link .

Exclusivedog

Look how elegantly the delivery is described. Just looking at the banner, no other questions arise. Link .

Another confirmation of this is the scroll map of this page:

As you can see, for most users it is enough graphic display delivery conditions and up to detailed conditions Not all deliveries arrive. Moreover, in this online store they are very simple.

Conclusion

I strongly advise you not to neglect the “Delivery” page and complete it fully. This page is studied by almost everyone who wants to place an order in your online store.

Therefore, audit it and immediately use the recommendations from the article you just read. Do a good deed for your visitors

The ASOS resource provides visitors with excellent user experience thanks to a well-thought-out ordering procedure (checkout). In this article, we'll explain why their shopping cart works so effectively and demonstrate several trending techniques that will allow you to upgrade your own page payment.

Generally speaking, basket success of this online store is dictated by one simple factor: transparency. In other words, on the order page, users see the entire key information: product availability/reservation period, delivery options, bonus offers, return conditions, precautions, as well as available methods payment. This makes visitors feel more confident and encourages them to complete the purchase.

Directly to cart or stay on the product page?

If you want your customers to buy multiple items at once, opt out of automatically going to cart when adding each product. Instead, place an interactive tab on the page that will always show users the contents of their cart.

This way, customers will be able to constantly track their purchases, and the buyer's transition to the cart will become a voluntary, conscious decision.

How does ASOS get 50% more new customers to pay?

Between the original ASOS checkout page and updated design there is one significant difference: if previously customers had to register to place an order, now developers do not focus on creating an account. Instead, they ask customers to click the appropriate button to continue.

Former ASOS eCommerce director James Hart explains how they achieved this improvement:

“In general, we practically did not change the functionality of the purchase stage at this stage, but after a series of lengthy split tests, the login screen was improved. As a result, we achieved a reduction in the number of failures by 50%.”

Take a look at the updated checkout page on the ASOS website:

And now on its previous version:

Testing conducted in the eCommerce segment shows that users do not want to go through the account creation procedure when they are forced to do so. Buyers do not want to fulfill any additional actions, and even more so, indicate your personal information to complete the purchase because all this takes up their precious time.

In fact, most customers say that ideally, when placing an order, they would only choose a password. Next, you will see that ASOS still asks customers to register, but in addition to the standard requirements (contact name and email), users only need to provide a password.

The best practical techniques placing an order

Below we've highlighted a few key elements of the ASOS shopping experience that correspond to: best practices and keep customers focused on completing their purchase.

1. Step-by-step ordering procedure

ASOS's updated checkout shows how easy the process can be if you remove all the distractions from users.

2. Security guarantee

In addition to the logo and the name of the stage in which the person is, ASOS only places information about the security of the entered data in the page header. This is important to increase the sense of trust, especially in the segment retail, and can be adopted by lesser-known retail services.

3. Clear progress indicator

The progress indicator is made taking into account all the nuances:

1. Minimalistic design.
2. It clearly shows what stage of the order process you are at.
3. The number of steps is clearly defined.
4. It is understood that you will have the opportunity to review your order prior to confirmation.

4. Availability of explanatory tips

Near some fields, such as email, password and gender, the developers placed supporting information so that users understood why the company needed this data. Ideally, this technique should be applied to the date of birth, but we’ll get to that later.

5. Clear main CTA element


On every checkout page there is a main CTA button that takes the user to next step, is the most noticeable element. While many retailers still have controversial calls to action on their websites, ASOS makes sure their customers can easily navigate to the next step in the process.

6. Manual entry of address data


For the vast majority of visitors the opportunity manual entry Address information is of great importance. In addition, with this option, the online store receives more reliable information from customers.

Due to some reasons, for example, in the case of moving to a new housing complex, many clients cannot use automatic selection addresses. This means that you should make it as easy as possible for them to fill out the fields.

7. Availability of an address for sending an invoice

For most retail services, this option has already become a kind of standard, but it can still be improved. In this case, if a visitor uses the same address (for product delivery and invoice), ASOS immediately redirects them directly to checkout, thereby providing them with an even faster and therefore more positive user experience.

If you are interested alternative solution, you can send your customers to the shipping checkout page and only then ask if they want to use an additional billing address.

8. Changing payment fields based on card selection

To some extent, the ASOS team managed to implement this approach, but still one can argue with the presence of additional fields in the form. If they are optional, then eliminating them will save your customers from unnecessary thinking that delays them from completing the purchase.

9. Full preview and editing of the order before confirmation

As you can see from the progress bar, ASOS gives visitors the critical opportunity to review and edit all information before confirming their order.

While some online retailers expect customers to confirm immediately after entering their payment details, ASOS shares the two most important decisions a person has to make during checkout. Moreover, they also provide the flexibility to edit information to accommodate possible changes.

10. Various options deliveries listed in convenient format

ASOS not only offers customers a variety of delivery options, but also showcases them in a convenient format. Typically, this information is placed in drop-down tabs, but ASOS's technique allows visitors to see everything at once. affordable rates, so they can make more informed decisions regarding delivery method.

11. Ability to go back without losing information

Although ASOS does not provide customers with a back button during checkout to avoid interrupting the process, many customers may still want to return to previous page to check or change your details.

On most eCommerce sites, this can result in warnings and requests to resend the information, but ASOS has saved its visitors from these annoying messages.

Ways for further improvement

  1. Use descriptive progress indicators: replace “Continue” with “View my order”, etc.
  2. Explain to visitors why they must enter their date of birth on the form.
  3. Use more humane error messages that won't make your users quit.
  4. Give the customer a good reason why you need their mobile number (for example, you send text notifications to customers about the status of their order).
  5. Give people the ability to return to the previous page when they are in the checkout process. This will allow them to make important changes even if they remember their mistake too late.

And no contact number?

ASOS does not actually list any contact numbers— they communicate with clients using social networks, help pages and feedback forms.

Thanks to the efforts this team has put into improving the shopping experience, they have been able to significantly reduce the number of potential causes contacting support. As a result, customers very rarely ask for help because they don't want to have to switch to filling out a third-party form during checkout.

ASOS customers already know that the items in their cart will be reserved for no longer than 60 minutes, so waiting for a response from customer service for several hours (up to 4 hours) would simply be pointless for them.

Summing up

While ASOS's example approach is far from ideal, you should definitely try the techniques outlined here on your site to help convince customers to complete the transaction.

By combining these techniques with additional recommendations, you can optimize the shopping experience and minimize the number of abandoned carts.

We at WordFactory believe that what we sell is not ornate word structures, headlines that are not strikingly creative, or creative ideas, but information. If you find out everything that interests a potential client and answer all his questions, you will receive a sales text. What does the reader want to see on the “Delivery” page?

Delivery methods. Obviously? Trite? Is it logical? I completely agree. But the text about delivery often does not say that store employees are ready to send the parcel in any way, including transfer by minibus. Some people think that the possibility of self-pickup is something self-evident and do not write about it at all. So if you are one of those site owners who want “Rozetka-like”, start with the “Delivery” page, like Rozetka’s:

  • 5 delivery methods;
  • names of options and courier services;
  • short and extended descriptions;
  • easy-to-understand visual design.

Beauty isn't it? They didn’t even forget to write about...

Pickup– a point that goes without saying. Those stores that provide the opportunity to independently pick up goods from a store, point of delivery or warehouse believe that this is already understandable, so they do not write about it at all. And only a few understand that this is both a benefit for the online store itself and an advantage for many potential clients. For example, here's how city.com.ua explains why pickup is cool for a client:

Example. We urgently needed a laptop for a new employee. The desired model We were selling in dozens of stores, but it was possible to pick it up right today, without waiting for delivery tomorrow or the day after tomorrow, in only one - we chose it.

And one more good example. The website http://jysk.ua/ immediately shows where you can pick up the product you see in the online store.

During a standard night of online shopping, not only did I choose an excellent set of bed linen, but from the very morning I gave my husband precise instructions on where to go to pick it up.

Carrier companies. You can briefly write “we deliver by courier services,” or you can indicate all the carriers with whom you are ready to work. Large online stores, as a rule, sign special agreements with one or two major services delivery, while online stores with a small flow of orders are ready to send goods in any way convenient for the client.

I know that the nearest Novaya Poshta branch is located in the next house. Therefore, if two online stores sell the same product at the same price, I will choose the one that works with “ by Nova Poshta" If I need to order an orthopedic mattress with home delivery, I would completely agree with Mist Express. But in the village where my grandmother lives, the only option to receive a parcel is Ukrposhta. Therefore, which delivery service an online store works with is sometimes a matter of convenience, and sometimes it is the answer to the question of whether or not to order here, in principle.

Delivery to your door. To the door of the entrance or apartment on the 12th floor? Does the delivery cost already include the ascent to the 12th floor? An elementary question with no unimportant nuances.

Example. I weigh 53 kilograms. Cast iron bathtub - 96. I believe that “delivery to the door” means delivery to the door of the apartment, and the courier of an online store means the entrance door by “door”. Question: what to do now with a hundredweight of cast iron?

Delivery with fitting. Only after leaving the maternity hospital does a woman truly understand not only what “nothing to wear” means, but also “no time to go shopping.” It was in this situation that the online store http://musthave.ua/ really helped me out. Their wonderful courier delivers the goods to your home, and he is the only man in the world who can patiently endure a half-hour trying on one dress. This service costs nothing if you buy at least one unit of goods, and if nothing fits, pay only 50 UAH. Dear MustHave, you are really cool! Hint: Add information to the "Delivery" section. You do something so simple and so priceless that it makes sense not only to talk, but to shout about it!

And an anti-example. The store, which we will not name, is also a Ukrainian manufacturer of the most beautiful (judging by the catalog) dresses, operates only in the format of a closed showroom. You need to agree on the fitting in advance (I agreed twice, but the fitting was postponed twice because the goods did not arrive and did not arrive). You can also send someone and pick up dresses for fitting, paying 100% of the cost.

Prompt delivery. Delivery time depending on the chosen method is another super-important thing for making a purchasing decision. And this is also a way to speed up the client’s decision-making (“Order today before 17:00 - and you will have the product tomorrow”). In addition, this can help focus the client’s attention on the delivery method that is most convenient/profitable for the online store (“Order delivery this way and receive your parcel today”).

The heating season begins on October 15. But it always gets cold in the apartment much earlier and always suddenly. For many years now, somewhere in between these two events, I have been ordering the thinnest, warmest, most pleasant-to-touch thermal underwear from a Nikolaev manufacturerhttp://kifa.com.ua/ . The coolest thing is that I always know: my order will be delivered exactly within one business day. And this means that tomorrow I will be warm and comfortable, no matter how many more days the mayor will advise to “get ready to hit the ground.”


Payment by cash on delivery. It will be useful for the client to know that:


And again an example, and again Rozetka. When placing an order, I learned from the operator that when paying by cash on delivery, no commission is charged. It was just a nice bonus, since the purchase cost was small. But when ordering an expensive product, for example, Macbook Pro for 90,000 hryvnia, a savings of 2% (1800 hryvnia) would be very noticeable. And, unfortunately, they were modestly silent about this on the “Delivery” page.

Exchange and return. This is one of those items that is often published on other pages of the site: “Order conditions”, “Payment”, etc. But the awareness that the product can be easily exchanged can be an additional incentive to buy “here and now”, especially if the client needs get 2 sizes of one dress to make a choice, or the product is expensive and the client does not dare to make a purchase right away.

And againMust have. When ordering goods at home with fitting, you can immediately buy the things you like, and give away everything that doesn’t suit you right away. All! But in another store, which I already wrote about, you can order delivery by courier or ask someone to pick up the items by paying 100%, and for some reason you can return dresses that did not fit only by sending by Nova Poshta and expect a refund in within 2 weeks.

Permanent courier.My husband for a long time delivery was infuriatinghttps://www.eden.com.ua/ . Not only did the couriers appear on our doorstep at 7:00–8:00, as agreed, but they also looked indecently fresh, cheerful for such an early time, energetically carried heavy bottles of water, released some joke and, shouting “Shiro dyakuyu!” at the top of their lungs, they hurried on. What infuriates my husband even more is that for some reason we have now been replaced with a delivery team. There are no complaints about the new guys, but no jokes, no humor, no enthusiasm, no mood for the whole day - we just got used to the previous team.

For services that require frequent deliveries (water, dry cleaning, ironing, diet food, detox menu), a “personal” courier is a big plus: he already knows your wishes, he is a member of your home, he prevents misunderstandings if the operator made a mistake when accepting your order (for example, you ordered delivery at an unusually early time for you).

http://ytuzhka.ua/ – ironing and laundry service. Just imagine that you no longer have to stand every evening and iron your husband’s shirt. You no longer need to blush in front of people because your husband has two arrows on his trouser leg. There is no need to buy a new blouse because I burned through my old one when I found out that Ronaldo is gay. And the best part: the things dear to your heart are always picked up and returned by the same courier, so “native” that the concierge and neighbors greet him.

Assembly, installation upon delivery. And one more important thing when ordering large purchases, furniture, equipment. The cost of goods in the most large online stores countries are often higher than those of small shops. At the same time, the largest ones often include assembly, installation and debugging in the delivery cost. For some product categories this is an important advantage.

Do not call back to clarify order details. I sincerely don’t understand why, but for some clients it is extremely important that they are not called back to clarify the details of the order. What is the problem if the operator dials you and, just in case, double-checks whether you indicated the correct number of bottles of water? But still, if your target audience is paranoid about this, it’s better to know and indicate this option.

So, the checklist for the “Delivery” page:

  1. Have you indicated all delivery methods? Exactly? Even those that go without saying, such as pickup from a showroom, store or warehouse?
  2. If you offer self-pickup, have you provided clear instructions about where and at what time the item can be picked up? Have you added landmarks? Have you loaded the map?
  3. indicated full list carrier companies you cooperate with?
  4. Have you covered all the important details about “delivery to the door”: to the door of the bathroom/apartment/entrance/city gate?
  5. Is it possible to try on/test the product upon delivery before payment?
  6. Is there a possibility of prompt delivery? What does “promptly” mean in the case of your product? 30 minutes for pizza delivery? Laptop within 24 hours? New iPhone straight from the States a week after the official presentation?
  7. Cash on delivery: is it possible, is it possible? special conditions, for example, no commission?
  8. Is it easy to exchange or return the goods? Where and how should it be sent if necessary?
  9. Is a permanently assigned courier important to your client?
  10. Will the product be unpacked, assembled and installed upon delivery?
  11. Is your target audience paranoid about follow-up calls?
  12. Are there any shipping methods that are most beneficial for your store? For example, sales happen faster if customers use curbside pickup. Or the cost of order processing is cheaper if it is delivered by a certain courier service.
  13. Have you indicated all the customer benefits of a particular delivery method (can it be delivered faster or cheaper)?

What are the specifics of delivering your product (for example, is delivery into the apartment, assembly or installation important for the client)?

There has long been an opinion that the need to register on a website leads to a decrease in the number of sales. Taking this into account, it is logical to assume that a payment page for the goods should appear, where you just need to enter the address Email and delivery details. Thus, online shopping should resemble a self-service store, where the buyer is given complete freedom, without the need to inform Additional information, but you can easily calculate the total cost of the purchase.

But is this really the case? We invite you to familiarize yourself with some ordering forms on commercial websites.

Examples of checkout pages on commercial websites

Before creating a commercial website, the main thing to understand is that mandatory registration not only has a negative impact on sales, but is also absolutely meaningless. you can check out famous examples, confirming this fact.

In any case, to confirm the order, the user must be asked for an email, delivery address and name. These are the same points that must be entered during registration, except that there is no need to come up with a password.

This information can be requested from the user on the order confirmation page, automatically generated, and only then prompted the user to “create a password.” And why force the user to register before deciding to buy anything from you, when the whole process can be “cranked out” almost imperceptibly during checkout?
Here's an example of how ASOS has simplified its registration page With:

(Fig. Customers who have already used the services of the ASOS website must enter an email address and password, and new customers must create an account)

(Fig. To log in, regular customers must enter their email address and password, and newcomers, after selecting a product, are asked to go to the checkout page)

As soon as potential clients After selecting a product, they click on the “continue” icon, they will be taken to a page where they will be asked to enter the same information they were asked for before and eventually an account will be created. This means that the same process is presented in completely different ways. Surprisingly, statistics showed that such a minor change led to a halving of site failures.

Conclusion: on website pages, registered customers should be prompted to “log in” with their password so that they can quickly access the order page. And the calculation of the order amount and its further execution must be offered to everyone. Of course, you can offer to create an account, but this is of no use.

Macy's Company
Here's another great example - a nice, clear and uncluttered page that draws users' attention to key points:

(Fig. If you have previously purchased something on the site, then you can go to your orders page by entering your email address and password. For beginners, only after selecting a product they are offered to go to the ordering page by clicking on the “Make calculation as” button guest". This will automatically create a profile).

Macy's also does this well because the checkout page gives customers return and shipping information (by clicking the box and lock icons) and a number at the top of the page to call and clarify all necessary information. Agree that such an approach to business inspires trust and respect.

Walmart Company
On its checkout page, Walmart offers guests the option of creating an account or continuing to place an order without creating an account. Those. a new buyer has a choice - to save time “here and now” or in the future:

(Fig. Regular customers log in to the system by entering their email address and password, and newbies can find out the total cost and place an order without creating an account (i.e., saving time now), or create an account (and thus saving time in the future) future)).

Sears company
An interesting approach to this issue was demonstrated by Sears, which decided that the login page for regular customers they don't need it. Therefore, the company sends all its users directly to the checkout page.
This is what their checkout page looked like before:

And this is what she looks like now:

Everything is very clear (you need to enter the delivery address, recipient's name and email), there are no barriers to completing the purchase.

WHSmith Company
Another role model. A very neat page that does not force the user to mandatory registration:

(Fig. The user is asked to enter his email and is unobtrusively asked if he has a password to log into the site)

Tesco company
Tesco demonstrates a completely different approach. On their website, mandatory registration of users is carried out before placing an order.
Perhaps this is due to the fact that the company is large enough, it has many regular users with a club card, so the registration process is not considered a barrier.

(Fig. Login by entering your email address and password. Register by entering your email address, postal code and club card number)

This approach, I think, can scare off a number of random buyers, so we can advise Tesco to try to introduce an order for random site guests and track the result.

John Lewis Company
Another great example of ordering page design. There is no requirement for all users to register, and the page itself provides all the necessary contact information for the company and offers a secure order confirmation function (you can continue placing an order only by following the link sent to email address):

(Fig. The user is asked to enter an email to which a link for further ordering will be sent)

Boots Company
Previously, we already looked at the website of the “Boots” company, where mandatory registration before placing an order can be one of the factors that negatively affects sales levels:

(Fig. Log in to the checkout system via email and password or register on the site before you start shopping)

Amazon Company
Amazon also forces users to register before sending users to the page for placing and calculating the cost of an order. However, this requirement is presented very gently, so the registration process does not seem to be a barrier to implementation further actions Online.
The new visitor is asked to enter the address and click on the radio icon to continue placing the order:

(Fig. The visitor is asked to enter an email address and indicate whether he is a new buyer (then he must click on the yellow button below) or has already used Amazon services (then a password is entered)).

After this, you will be transferred to the registration page, which will not take much time, because... extremely simple:

(Fig. New buyer is asked to enter name, email address, number contact phone number(optional) and password).

House of Fraser Company

They have a very simple checkout page that does not pose any barrier to making a purchase:

(Fig. They ask you to log in or continue placing an order as a guest, indicating only your email to begin with).

American Apparel Company

The American Apparel company managed to place on one page not only information about orders (shopping list) and their cost, but also the function “log in using your login” and placing an order as a guest.
However, all this is done so “tasty” that the buyer will not be confused at all and nothing will distract him from the purchase:

(Fig. Placing an order: 1) list and cost of the order; 2) log in using your login or specify delivery details as a guest)

Let's sum it up
The article featured a random selection of checkout pages from various commercial websites to demonstrate how differently this issue can be approached.
In most cases, all visitors to different resources are required to enter the same information, but it is very important to know how to correctly ask the user to enter the necessary information and in what order it is best to do this.

For example, if you do not take into account entering the number from the club card (which is optional in any case), forms for placing and calculating the cost of an order from companies such as House of Fraser and Tesco require entering the same information.

It’s just that Tesco, with its implementation style, turned this into a barrier, while House of Fraser does not create any obstacles and directs all users directly to the ordering page without mandatory registration. Which tactic is better? In my opinion, the second one...

And always remember, if you want customers to shop with you, don’t put any barriers for them.