Jämförelse av enkelsides- och flerstegsutchekning inom e-handel : Utcheckningsflödens påverkan på konverteringsfrekvens, användbarhet och förtroende

Despite the rapid growth of e-commerce and its increasing share of global retail, a central challenge remains: a significant portion of purchases are abandoned during the checkout process. One key factor contributing to this issue is how the checkout flow is perceived by users, especially in terms of structure, clarity, and trust. This study examines how two common types of checkout flows, one-page checkout and multi-step checkout, affect both conversion rates and users’ perceived usability and trust. A 36-day undersökning was conducted with a total of 66 participants, where 47 interacted with a one-page checkout and 19 with a multi-step checkout. Conversion data was collected using A/B testing. User experiences regarding usability and trust were measured through a survey based on the System Usability Scale (SUS) and additional questions using a five-point Likert scale. The results from the simulated e-commerce environment, in which a custom-built website was used to mimic a real online store, showed that the multi-step checkout generated a higher conversion rate (52.6 %) than the single-page checkout (27.7 %). However, this difference was not statistically significant and should be interpreted as an indicative trend rather than a confirmed effect. The multi-step flow was perceived as slightly more secure and trustworthy, while the one-page flow was rated as clearer. Both flows were considered user-friendly, though the multi-step variant received a slightly higher average SUS score (“Excellent” compared to “Good”). The findings suggest that a step-by-step structure with clear progress indicators can help reduce early drop-offs, while compact flows may be better suited for experienced and fast shoppers. Overall, the study highlights the importance of combining technical A/B testing with user-centered evaluation methods to better understand how checkout design impacts both behavior and experience.