1The challenge
Checkout is the most critical step in any webshop, and harder for an optician. Customers enter their details while keeping track of their frame, lenses and prescription. A standard checkout gets in the way:
- It shows no context about the configured glasses.
- The total is hard to trace back to lens options.
- Typing a full address leads to errors and drop-off.
- Returning customers don’t realise they already have an account.
Why one step?
A one-step checkout puts address, shipping and payment on a single page. Customers see everything that is left to do, and nothing hides behind a next button. For complex orders such as prescription glasses, that overview takes away doubt at the moment of payment.
2Our approach
We built the checkout on Hyvä Checkout around eyewear orders, then refined it in several rounds based on Wink & See’s designs and customer behaviour.
Price explained
The price per lens type and option is broken down in the mini cart, cart, checkout, confirmation email and invoice.
Order context
The summary shows prescription data and lens options, so customers can check them before paying.
Address in seconds
Postcode.nl fills in street and city from postcode and house number, with the fields ordered per country.
Accounts made easy
The checkout recognises existing customers by email and lets new customers create an account without leaving the page.
3The result
The checkout now fits both Wink & See’s premium brand and the complexity of an eyewear order. Customers see exactly what they pay for, addresses are checked before the order is placed and the expected delivery date is shown up front, which takes away three common reasons for doubt at checkout.
Next step: a private or business option with VAT number and company details for business customers.
?Frequently asked questions about checkout optimisation
Should I use Hyvä Checkout or another one-step checkout?
Both can work. Wink & See runs on Hyvä Checkout; Maxifleur and Solo Solis run on Amasty One Step Checkout. The right choice depends on your extensions, design and checkout logic.
Does Postcode.nl work for every country?
Postcode.nl completes Dutch addresses. For other countries the checkout uses the standard fields, in an order that suits that country.
Can the checkout show custom product information?
Yes. At Wink & See it shows prescription data and lens options, and the same price breakdown follows the order into emails and invoices.
Can you improve a checkout without rebuilding it?
Yes. Most of Wink & See’s improvements were made in rounds on the existing checkout: field order, validation, design and account creation.
