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We always used single page. Late last year we tried switching to multi-page, but we recently switched back. Our conversion rate was much lower with the multi page.
Like elightbox, our demographic is also not tech savvy, but we found that our customers were overwhelmed more easily by multiple pages. They very much prefer the simplicity of having everything on one page.
There was also a difference with abandoned carts. With single page, we get a much higher rate of people entering contact info before leaving the site. Fewer carts are abandoned with single page for us, but those who do have a better return rate because we can email more of them later.
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