The Psychology Of The Checkout (Rob Toledo)

When you run an eCommerce business, it’s natural to invest a lot of time and attention in the elements of the site that attract purchasers. Home pages are essential for drawing people in, while product pages are vital when it comes to encouraging users to become customers. But focusing on the pages that attract customers can sometimes lead to companies neglecting the pages that help retain customers. And what’s the use of a streamlined navigation or a tempting product page if your viewers become frustrated by a clunky checkout and fail to make the purchase? (usabilitygeek.com)