Fox News | January 27, 2020 12:33:49Fox News | December 29, 2019 09:55:08The checkbox is a key element in the interface of most online retailers, where it can be used to categorize items, like product information or payment details, and also to customize product settings and pricing.
But as we have seen in the past few months, many retailers have taken a different approach, allowing shoppers to enter a checkbox as an optional field instead of the default check box.
Checkboxes are also a useful tool for retailers who want to sell more items, because many shoppers tend to buy a few items at a time and want to do their shopping in small increments.
“When you add the check box to the shopping cart, that’s an easy way to make your checkout more efficient and to give yourself more options,” said David Karp, senior vice president at marketing agency Pinnacle.
The check box also has a lot of potential to make online shopping more seamless and secure.
“If a shopper can’t enter their credit card information, that means they’ve already bought a lot,” Karp said.
“They’re not getting an extra item.
And that’s really important to us.”
A check box is also an effective way to ensure that consumers can easily make purchases.
The check box lets shoppers know they’ve entered their full credit card number and expiration date for a purchase, as well as the product’s price, and they’re ready to complete the purchase.
“With a checkout checkbox, we can make sure that the user can make a purchase,” said Susan Sullins, vice president of marketing and brand management at online retail giant Amazon.
“When we can, we know the customer is comfortable with the purchase and they don’t have to worry about missing something.”
The check boxes also help to reduce customer confusion.
If shoppers are confused about what’s next, they’ll often enter a second field instead.
“You’re setting up a transaction for a sale,” said Sullis.
“It’s not a sale, but it’s a transaction.
If you have a transaction on the other side, it’s going to confuse the buyer.”
For example, if a customer enters a check box for shipping options, Amazon automatically adds a checkmark next to it.
If the checkmark disappears, the purchase has already been made.
Amazon’s checkout checkout check box makes it easy for shoppers to make a payment.