September 20, 2012
As we continue on our quest to reduce abandoned shopping cart rates—last time, we talked about leveraging technology to keep checkout running smoothly—there’s one part of the process we haven’t hit yet: shopping cart features.
Adding a few key features to your shopping cart can help your visitors stay in the checkout flow and improve conversions, sometimes by double digits.
So let’s take a look at three features worth testing now:
1. Little picture, big impact.
Sometimes, small changes have a big impact. And research shows that a few pixels go a long way: A picture can be worth 1000 words, or at least a few percentage points in conversion. Surveys have found that placing a thumbnail image of the product in shoppers’ baskets can increase conversions by as much as 10%. It helps remind visitors of the product they fell in love with in the first place at a key point in the checkout process.
2. Offer continuity.
Trust is a key part of the buying process, and one element in building trust is to reinforce your offers throughout the website experience—and that includes the cart.
If you have promotional messaging on your product page, make sure items in your shopping cart reiterate these messages. That alone can have a big impact, increasing average order value by 3.8% for some companies. Remind visitors of the discount they will get, then go above and beyond by highlighting the discount and factoring it into their total cost.
3. Change management.
Make it easy for consumers to change quantities or options, or delete an item from the shopping cart. If a product comes in multiple sizes or colors, create a simple process for selecting or changing values in the shopping cart—like straightforward size links and quantity boxes.
Here’s why: Giving visitors the ability to make these changes without leaving the checkout flow is a great way to keep them focused during the checkout, and makes them more likely to convert.
For more tactics proven to reduce shopping cart abandonment, download "The Ultimate Guide to Reducing Shopping Cart Abandonment" eBook.