Trust in the checkout

This report reviews the checkout processes of ten of the top online retailers in the UK. Looking at three aspects - efficiency, emotional engagement and user experience design - we found that very few are getting it all right. 

• Efficiency is about making things quick - after all, most of us multi-task while we're online. If things take too long, an alternative site is only a click away. We found many retailers were providing efficient checkouts taking less than three minutes, but the worst offenders took over twice as long. 
• Emotional engagement is the art of building your customer's trust and confidence so that they feel safe transacting with you online. Very few sites were getting this right, even though there are some easy things to include such as a customer help number that will greatly boost confidence. 
• UX design is what most people traditionally think of as "usability" - getting all of the aspects of the form design right, making it easy to use and providing great help when things go wrong. A lot of sites were doing this well and it's reassuring to see that most people seem to know the rules to follow. 

You might be surprised to find out who fared best and worst in the report. To download and read the full findings and insight, please complete the form below to download this free report.