Groove commerce released an article today about the check out page for ecommerce sites that I found helpful.  Heather made some valid points.  She evaluated countless retailers and how their checkout page was setup.  Many  retailers had 5, 6 and even 7 pages to their checkout process.  This isn’t something I have really thought about all that much, but it makes sense.  How many pages you have during the checkout process can be critical.  Pretend you are at the grocery store trying to checkout.  How many obstacles would you put up with before giving up and leave the store empty handed?  For online shopping, having to go through page after page to checkout, can be similar to that situation in a retail store.  We all like everything to happen quickly and easily.  Heather gave several examples of the shipping page and how it varied among 4 ecommerce sites.  I totally could see how one form was much more appealing to fill out vs another.  She gave an example of a site that asked for coupons or certificates on an exclusive page, which doesn’t warrant it.  She also mentioned that many sites collect the credit card processing information on a page that may or may not have any security logos. She made the comment that you should display these security logos before you even checkout, so consumers know that their information is protected before they even get started.