The ordering procedure is simple and... Best practices for ordering. Increasing influence on user decision making

09Apr

Hello, dear readers! Today, as I promised earlier, we will continue the topic of opening our own online store.

In previous articles we have already talked about, reviewed, payment systems and much more, but now it’s time to move on to another mandatory part - the design and structure of your online store.

I will tell you what must be on the website of your online store, what its minimum structure and design should be, in general, we will try to analyze everything in detail. I’ll say right away that everything listed below is mandatory, but your additions and your imagination will also be required.

Online store design

The design of an online store is not the last thing you need to pay attention to. The more unique you are, the better. When budgets are limited, you have to look away ready-made template, because it is cheaper and also unique in its own way, because... various templates thousands.

The design and layout of your online store must emphasize the theme and be in the same style as the products you sell. If you sell children's toys, then obviously the site should not be in black colors, but on the contrary, it should be brighter and lighter. A universal option, of course, is minimalism in white with some individual colored elements and blocks, but you can make it or find ready-made design exactly on your topic.

There should be nothing superfluous on the online store website, nothing that will distract a potential buyer from choosing goods. If there are distracting blocks of information, then the chances of a sale decrease. There should only be everything you need!

Online store structure (pages)

The website of any online store must have the following pages:

1. Home;
2. Contact Information;
3. Page(s) with product catalogs (by category or all together);
4. The page of the product itself;
5. Basket;
6. Terms of delivery, payment, guarantees;
7. Checkout page.

These are required pages, but as I said above, it still requires imagination on your part and additions with other pages. For example, I also have: a review page, a page with frequently asked questions, promotions (category, but how separate page). Why didn't I include a registration page and Personal Area for clients? Because, as it turned out, for some stores, such as my cmoda.ru and for other stores operating in a separate city, this is not so necessary. I repeat once again that this required a list of pages, but you can and should add to it.

I will not describe the location of individual elements and various blocks on the pages, because everything is learned through testing and comparison, and I have not tested the location of individual parts on hundreds of online stores. This is usually a personal matter for everyone!

Online store header

In the header at the very top there must be a logo on the left, a basket on the right, search in the middle and brief information about delivery, payment and Contact Information V in brief. Below there should be a menu for easy navigation on the site. Here's how I did it:

Contact Information

Contacts should be indicated in the header of the online store, at the very top and on a separate page. The header contains enough phone and email numbers, or just a phone number. And already on the contacts page you must have a legal or physical address, all phone numbers, mail and other means of communication. You can also add a travel card if you have a physical point of sale or pickup point. Contacts are a must because they inspire more trust. People often call our online store and the phone number is a very important component of contacts that should be visible!

Product page (catalogs)

There may be several such pages on the site if you have several product groups. They should contain thumbnails of product photos, price, name, a “Buy” or “Add to Cart” button, and additionally there may be a star rating (counted from positive or negative reviews). There should be more than 1-2 products on the page, because in this case the page will look empty.

Product page

The page of the product itself should contain detailed large photographs of the product, Name, price, description, main characteristics, delivery conditions, whether it is in stock or not, the “Buy” button, number of reviews, list similar products, And additional blocks, which increase confidence in the store. I have this mention of free delivery, the fact that you can order several products and choose at home upon receipt and payment terms. Although what am I explaining) Here is a screenshot of the structure of my store:

Terms of delivery, payment and guarantee

The most important elements and pages on the website of your online store!!! These pages must be described in detail, there is nowhere to go in more detail! About various ways delivery, you must write down the items and put down the prices for each type of delivery. After reading the delivery information, your customer should understand everything clearly!

Guarantees are a must! This allows the customer to think less before purchasing a product from your online store, because he sees that you are responsible for its quality.

Cart and checkout

There is nothing fancy in the basket. She just has to calculate the amount correctly and that's it. But when placing an order, you should have a simplified form without registration, because not everyone wants to register in an online store. When entering data, do not allow unnecessary points, take only the data that is necessary, there is no need to force you to fill out tons of lines. The most necessary: ​​full name, phone number, delivery address, mail, comment to the order (optional).

Social media

The website of your online store should preferably have widgets or buttons leading to your groups or accounts on social networks. This inspires more trust among users social networks they buy more actively there.

Important additions

Fast buy

Quick purchase is suitable for almost all online stores and allows you to greatly simplify the ordering process for those who like to save their time. What you need to do: place a “Buy in 1 click” or “Quick buy” button on the product page. By clicking on the button, a window will pop up in which you will be asked to enter “Name” and “Phone”, to which you will call back. Some also place an email field to immediately register a person or simply save their email.

Back call

Another one simple thing, which not everyone uses. But this great way save your customer’s time and help him place an order over the phone at a time convenient for the customer. What needs to be done: in the header of the site, next to your phone number, place a button or text “Call back”. When clicked, a window should pop up in which the buyer will enter their Name and Phone number. After sending the application, it is advisable to contact the clientwithin 10-50 minutes.

Information about delivery and payment in the product card

There is nothing simpler and at the same time more complex than simple and in clear language write the terms of delivery and payment. This information is consulted already when the decision to purchase has been practically made and it is important to form the buyer’s understanding of the cost and delivery time to his region as quickly as possible. And placing this information in a compressed form on the product card itself will help with this. What to do: write the basic terms of delivery and payment in 3-5 paragraphs. You can place this as a separate block or in a tab. Don't forget to make a link at the end of the text full terms and conditions delivery and payment.

Promotions that bring the site to life

The Internet is full of stores where you can’t tell whether they work or not. Seeing news, for example, from June 2015, many people think that the store is most likely dead and leave the site. And your task is to show that you really work, process orders and are ready to help your customers. What you need to do: place an end-to-end static banner on your website, in which you will constantly have some kind of promotion with a time limit. When the deadline expires, you simply move the deadline forward 1-2 weeks and post it againto your website. This way you will haveThis is a permanent promotion and by the dates you can always understand that the store is alive.

And

Be sure to include information that will increase your chances of making a sale. For example: free shipping, payment upon receipt, we will bring several products to choose from, a gift for each buyer, order today - we will deliver tomorrow, certificates and reviews about your store, and so on. This strengthens your online store and should be prominently displayed.

Conclusion

I repeat once again that these are only recommendations and mandatory points for an online store website. But you simply have to come up with something of your own in addition and diversify your online store.

I am also a human and I may miss something, make a mistake, and so on, so I look forward to your comments, corrections and additions in the comments. We will add to the article together;)

Thank you for your attention!

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 be limited to choosing a password. Next you will see that ASOS is still asking customers to register, but in addition standard requirements(contact name and email), users just need to provide a password.

Ordering Best Practices

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, the main CTA button that takes the user to the next step is the most prominent 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 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 indicate 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.

” aroused interest from readers, so I decided to continue this series of articles. And today we'll dive into ways to simplify the checkout process in your online store. By applying the solutions in this article, you can easily optimize your checkout page or pages.

Of course, each online store is unique in its own way and there is no optimal option for all cases. Therefore, I will try to give general recommendations that I have verified, and you can decide for yourself what is suitable for you and what is not.

1. Why all this?
2. Types of ordering;
3. Optimization of ordering;
4. We request data from the buyer;
5. 2 working implementation options;
6. Analytics;
7. Conclusion and a small gift!

Why all this?

Before we begin, let's answer the question of why we should optimize the ordering process in an online store:

1. Make the process simple for the visitor;
2. Having started placing an order, do not allow the visitor to interrupt it;
3. And, most importantly, about this process.

No matter how good your website is, all future customers go through the checkout process. And that is why it is so important that this process is simple, fast and does not cause negative emotions in the visitor. If you follow certain rules, the result will not be long in coming.

Types of checkout

There are three basic types of ordering, each of which has its own pros and cons.

1. In a few steps

The most common option, which is built into most . Functionally simple and trivial: on the cart page there is a “Place an order” button, when clicked, the buyer begins placing an order in several steps. There is a step for each type of information requested from the buyer.

Each step collects certain information from the buyer;
The buyer is asked to provide information in portions and is not intimidated by the large number of fields on one page;
Best suited for those online stores that request a lot of information from the buyer;
Still, several steps and reluctance to fill out dozens of fields.

2. One step

The second most popular option is extremely rare in the default CMS, although it can be easily added using modules. When clicking the “Place an order” button in the cart, the buyer is asked to fill out all the data on one page instead of several.

All data is collected on one page;
The optimal solution for most online stores;
Asking for too much information on one page can turn off a buyer. Therefore, it is necessary to optimize the number of fields (discussed below).

3. On the cart page

The option that occurs least often. There is no separate page for the ordering process; everything happens directly on the cart page.

All data is collected on one page with ;
Works best with minimum set margins on the page (see screenshot above)
Likewise, asking for too much data on one page can turn off a buyer. Similarly, it is necessary to optimize and reduce the number of fields to fill out.

When considering an online store in its classical sense, it makes sense to take into account only three main options. I suggest moving on to choosing the most optimal one.

Which of the three options should you choose?

I’ll say right away that I haven’t seen any clear rules and regulations in terms of choosing a method for placing an order. Therefore, I only start from own experience. From my point of view, the most best option: separate one-step ordering page. This option is easily optimized and can be easily scaled for almost any project.

Online store ordering optimization

In this chapter I will show you the simplest and most elegant solutions(I implement the rest, more functional solutions only in my own way). Just remember to implement them, and not just read them and put them off “for tomorrow.”

We don't need much! We reduce the burden on the buyer

I propose to start optimization not by rearranging elements or adding functionality, but, on the contrary, with reducing the amount of requested data. You should not ask the buyer to enter all the data at all: first name, last name, patronymic, telephone, email, country, region, city, street, house, building, apartment, zip code and much more. This will scare him away, so I suggest simplifying the task.

Let's think about what information on the site needs to be collected, and what is not necessary?

Thus necessary request the following data:

1. Last name and first name.
   Example: “ Andrey Rodionov”
2. Email.
   Example: "
3. Telephone:
   Example: “ +7-123-456-78-90 ”
4. Address for or postal delivery:
   Example: “St. Petersburg, Nevsky pr, building 1, apt. 1" Suggest filling in one field, you should not make a separate field for the street, separate for the house and separate for the apartment.
5. Comments on the order.

There are a total of five fields to fill out. By requesting this data, you can easily:

• Contact the buyer;
• Add it to your subscriber database;
• Send an order.

Agree that everything has become much simpler, although the information requested is exactly the same. Since you in any case confirm the order by phone, you can find out all the information you need verbally.

Now that we have optimized the collection of buyer data, let's look at several options for placing an order based on the recommendations above.

Option #1. Simple and tasteful.

This option is suitable for those who want little blood Optimize ordering on this page. The most important, accept the recommendation to reduce the fields for collecting information from the buyer and display delivery and payment options.

As a result, you should get something like this:

Agree that this form order is simple and unpretentious, but at the same time effectively ready to fulfill its task? If necessary, add their cost next to it.

Now I propose to consider the second option, which can accommodate much more functionality and convenience for the buyer.

Option #2. Stylish and functional.

If in the first option we collected all the information in one place, then in the second option we will try to separate the data collection and make it more visual.

Step 1. Let's start by collecting buyer data. Let’s take into account the experience of the first option and won’t ask for much

Step 2. Select a delivery method.

If you have at least 2 delivery methods, dividing the options into tabs works very well so that the buyer can immediately concentrate on the option he needs.

This is how you can offer to choose courier delivery:

The attentive reader will notice that the address is requested twice, but this is deliberately done for clarity. In the final version this is not the case.

Here's how to pick it up:

Delivery by Russian Post:

Agree that all this information displayed without tabs would not be so easy to read. And everything looks clean and tidy.

Step 3. Select a payment method.

Here we will also try to make everything as simple and clear as possible.

Now let's see how everything will look assembled.

Looks cozy, doesn't it?

Important clarification: this order form was not just formed out of the blue, but based on our own research into the usability of forms and work with many online stores. And it is precisely this form that is now being implemented in the one I am developing. children's internet shop. As soon as it is ready, I will be happy to share the link with you.

The final implementation is, of course, yours, but you can easily take the option I proposed as a basis. And to understand how well your checkout is performing, you should resort to analytics.

Analytics of the order submission form

Two indispensable tools will help us with this:

1. Google Analytics. Visualization of sequences.
2. Yandex.Metrica. Webvisor + Form Analytics.

Google Analytics

In this system we will use “Sequence Visualization”. Such tracking will be most effective for online stores with ordering in several steps. It will look something like this (click on the image to enlarge):

The image above shows several checkout steps from the cart to the “Thank you for your purchase” page. Why do you think this happens in the penultimate step? a large number of failures?

What will these statistics tell you:

1. Understanding at what step the buyer leaves;
2. Understanding where the buyer goes after placing an order.

How to set up such a tool is described.

Yandex.Metrica

Many people have heard about Webvisor, but not everyone has heard about Form Analytics. In order for these statistics to be tracked, you must have WebVisor enabled and the corresponding Yandex.Metrica code embedded on the site. Take a look at an example of a report on one step of placing an order (click to enlarge):

What will these statistics tell you:

Based on this data, you can easily understand which direction you should think in terms of further optimization of the checkout page.

Conclusion

Today's article has revealed for you one of the most simple ways increasing the conversion rate of your checkout page. Let's consider yours further options actions:

1. Idlers. Do nothing and enjoy your current conversion rates;
2. For beginners. Conduct an analysis of the problem areas of ordering and prepare a list of changes;
3. Experienced. Conduct analytics, prepare technical specifications for changes, give the task to the programmer;
4. For professionals. Conduct analytics, prepare technical specifications for changes, give the task to the programmer, track implementation and conduct analytics on the updated page.

And yes, I am ready to audit their ordering process for free for the first two people who want it. To do this, just give a link to your online store in the comments and wait for a test order

09.26.2013 Mini audits

Any audit should be based primarily on data from analytics systems and customer behavior statistics. Due to the fact that I do not have this data, the scope of work is greatly narrowed.

Wool day.

Let me start with the fact that the speed of the site is extremely confusing. I checked from several computers, the behavior is equally slow everywhere.

Account.
Do you think there are too many ordering options for one small area?

Not sure what I'm suggesting optimal solution for your situation, but my feeling is that in the screenshot below everything looks a little cleaner:

Let's say I want to make an order without registering and click on the appropriate button. We make adjustments:

1. Rename “Mailbox” to E-Mail
2. Combine “Name, Patronymic” and “Last Name” into one and call “Name”
3. If you really want to ask for your date of birth, then leave only the day and month. Not everyone likes to report their year of birth.
4. Why do you need 2 newsletters? What is the motivation to subscribe to 2 newsletters?

Next step.

1. It would be nice to combine this step with the previous one so that the buyer does not have negative thoughts when seeing empty fields
2. It is advisable to remove the index or at least make it optional
3. According to the “Delivery” page, you deliver throughout Russia. So why offer the country again?
4. What will filling a region give you? You can find it out yourself.
5. The “Save” button leads to the fact that it is finally possible to select the payment type. Is it possible to refuse such a non-trivial method?
6. If I have already expressed a desire to register without registering, why do you again offer “Log in to your account”?

Delivery methods.

1. It is not immediately clear that pickup is free. Write “Free” or “0 RUR.”

Payment Methods.

1. Is it possible to make them checkboxes? In the current version, clicking on a button does not lead to a transition to next step, and additional information on the type of payment. If you use checkboxes, you won’t need to add another ordering step.

Terms of use.

1. This is the real “conversion killer” in the vast majority of cases. Verdict: remove.

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 is to understand that mandatory registration not only has a negative impact on the level of 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 failures on the site.

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 further actions on the site.
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.