I'm mocking up a page for purchasing our product, and I'm wondering is it better to do everything on one page or split the ordering and payment into two different pages? Anyone have empirical data on similar types of purchasing scenarios from A/B testing? Does it help conversions to have fewer pages?
The user is presented with multiple variations of the product and one of them is selected. Only one quantity and one variation of the product can be ordered, so the shopping cart metaphor doesn't really apply here. Also, it is an electronic product so there is no shipping information to collect.
Because there is so little involved in purchasing, it seems like a good idea to streamline the process. My idea is to show the order options as a radio group, and the order total on this page, which will be dynamically updated by the selection. Below the order total would be the Payment details: CC info, link to PayPal, and Billing Address. Thus the user could complete the purchase without going to another page.
Am I wrong to think a shorter purchasing flow would result in more orders?
What other elements should or should not be included? Breadcrumbs? Link bars?