Article

John Siebert
John Siebert 29 January 2016
Categories Ecommerce

Top 5 Shopping Cart Design Tips To Yield Super High Conversion Rates

If there's one thing that can make online retailers instantly cringe with frustration, it's shopping cart abandonment!

You end up realising that your customers are abandoning their shopping cart without completing the sale and navigating away from it! What a waste!

If there’s one thing that can make online retailers instantly cringe with frustration, it’s shopping cart abandonment. No wonder it is called the bane of the online retail industry. In fact, according to Baymard Institute, the average documented online shopping cart abandonment rate was 68.55% in 2015. These grim figures are enough to convey the actual state of the depressing cart abandonment scenario.

For an ecommerce enterprise, shopping cart abandonment is a major pain. However, there are several reasons behind this phenomenon.

Today’s shoppers are tech-savvy and want to undergo a smooth shopping experience. The slightest mistake on your part can result in potential customers dropping off and opting for your competitor’s website. In order to prevent this, it is essential that you take care of the minutest of detail.

The usability of a shopping cart plays a pivotal role in the success of an ecommerce website. By working on its design, you can improve your sales by a huge margin.

Here are a few shopping cart design tips that can help you with it.

1. Leave No Room For Ambiguity

There’s nothing worse than a shopper feeling clueless about the checkout process on a website. Make sure to give the shopper a visual indicator of how far he/she has progressed in the shopping cycle. Integrate checkout buttons both, at the top and the bottom of the website.

Imagine the user hitting the back button before checking out and finding out that all his/her cart details have vanished! This is going to infuriate him/her to no end. It is, therefore, important that you provide your shopper with the option to continue shopping from the checkout page.

Your shopping cart should give the customer a clear visual feedback of the items that have been added to the cart by means of an accurate representative image, product name, number, price, and quantity.

Several users use their shopping cart as an idea-collector for the future. You can enable them to do so by letting them save products to their cart for future purchase.

2. Don’t Introduce Unexpected Surprises For The Customer

Remember, if the user has to keep hitting the back button frequently to check his/her shopping cart details, chances are that he/she will simply give up and drop the shopping process altogether.

A customer who wants to shop intends to go through the payment process as quickly as possible. Make sure that your complicated shopping cart user interface doesn’t get in the way of that. Keeping a single-page checkout is a no-brainer. Apart from this, limit the checkout form to as few fields as possible. Doing so will go a long way in providing a streamlined customer experience.

Give customers one last chance during the final checkout stage to make sure they have ordered and entered everything correctly before they proceed with their order. Enabling them to review their orders one final time will help them ascertain everything they have selected, thereby ensuring that that they have the right products in their cart.

Whether it is the product details or the shipping charges, be explicit and upfront with your customers from the beginning.

3. Place The Right Call-To-Action Buttons

Integrating clear call-to-action buttons is the order of the day when it comes to providing the customer a seamless user experience. Incorporating the right checkout/continue shopping buttons on the checkout page will ensure that the user knows exactly how to go about his/her next step. More importantly, keep the buttons concise and consistent as that will save the user any sort of confusion.

Amazon’s cart is an epitome of a brilliant digital shopping cart. It has all the call-to-action buttons presented in a very clear format.

You can either replicate Amazon’s cart style or go for another one along the same lines.
Wondering, how you can go about creating an excellent shopping cart for your ecommerce website? For starters, you can look online for local web designers who can help you with that. For instance, if you’re looking for designers in Tampa, you can search for Tampa shopping cart design. This will provide you with a list of relevant results.

4. Use The Correct Trust Seals

According to a survey conducted by Statista in 2012, 17 percent people dropped out of a purchase owing to concerns regarding payment security.

You don’t want users to think of your site to be fake or fraudulent. It is, therefore, essential to let them know that your website is a secure and trusted place to do business. Trust badges such as those offered by Norton and McAfee have a huge positive impact on an ecommerce site’s conversion rate and revenue.

5. Don’t Complicate The Process Through Mandatory Registration

Encouraging customers to create an account on your website could be a smart step, but not at the cost of lost potential sales.

There’s nothing more aggravating than pestering the user to compulsorily fill up a detailed registration form before letting him/her complete his/her order. Avoid doing so at all costs.

Conclusion

Shopping cart abandonment is one of the deadliest curses in the ecommerce industry. Remember the rule of thumb: when customers want to buy a product online, they want the process to be simple, quick, and hassle-free. Don’t undermine the importance of the shopping cart’s design as it plays a paramount role in determining the success of your website. The aforementioned tips will help you improve the checkout process to a significant extent, thereby taking the shopping experience for your customers a notch higher. This, in turn, will result in increasing conversions tremendously.

(Image Source: 1, 2)

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