
There's an interesting article on MarketingSherpa (as usual) about how
Cafepress.com, (that website where you can upload a logo onto t-shirts, coffee mugs, frisbees, and posters) 'lowered its shopping cart abandonment rate dramatically.'
We liked their testing approach (post online for a little while, test it with real users, then roll it out to the masses), and we liked the concept of one page that just grows dynamically as the user inputs data. No need to make users go through 3 pages when it can all be put on one.
Here's the article: http://www.marketingsherpa.com/sample.cfm?contentID=2774