So you're a Yahoo! Store owner and you're thinking of adding the one page checkout? Here are our thoughts on the feature.
One page checkout is good for shoppers when all of these conditions are met:
1) Already have an account with the merchant
2) Shopper trusts the merchant
3) Shipping rates are pre-populated by existing account settings, so shipping is displayed prior to submitting the order.
As a shopper, I like the single page checkout that Amazon.com provides, but only because the above requirements are met.
Small merchants do not typically have the brand loyalty or awareness that is required to meet the above guidelines.
It is important when making any change to your checkout page, you clearly think through how your customers will react to the change. Remember that a good chunk of your daily business comes from customers that have never heard of you before today.
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