[agaton]

Great guide but I really think this area needs a lot of innovation, the checkout process isn't nearly as optimized as it should be. It's 2011 and you still need to fill out the form every single time you want to buy anything.

I think we need to aim for the one-click-to-buy dream to get the checkout process getting it's usability and conversion it has the potential for. Apple's App Store is a great exampel of how easy we can make this come true. Two clicks and a password and boom you have bought the app. I want the same standard on all e-commerce sites, possibly with Facebook Credits/Facebook Connect, so whenever I'm logged in the purchase will take 1-3 clicks and no damn forms to fill out.

[dansingerman]

Maybe I'm the exception, but I don't want checking out to be too easy:

- I like to type my credit card each time, I don't want sites storing it

- I don't want to accidentally click things and buy things I don't want (I click things a lot, just to 'see what they do')

- I want the buying process to require _some_ effort, so I only end up buying things I really want.

[agaton]

Of course it will require some efforts. I think the iPhone App Store purchase process handle it very nice, it requires enought effort but still makes it smooth and easy.

Usability and the most simple solution will always win in the long run.

[kingofspain]

I think we need to aim for the one-click-to-buy dream

Not while Amazon holds the patent! Though I guess 2 or 3 clicks is still an improvement.

[mmcconnell1618]

In working with thousands of small businesses I've found many more exceptions than rules. I think the key to checkout is for businesses to optimize for the most common customer of their store. This may go against common wisdom for general stores but if you optimize for your customers you'll reduce the checkout workload. Less work during checkout has a direct correlation to higher completion/conversion.