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May 05, 2006

Minimize Shopping Cart Abandonment

Industry research shows up to 75% of shoppers abandon their online shopping carts before completing the checkout process. I'm not sure how comfortable I am with that statistic, but shopping cart abandonment is a significant problem. Numerous factors influence this rate, but I'll address those that move the lever in the right direction.

  1. How many steps are in your checkout process?
  2. Include a progress indicator on each checkout page.
  3. Provide a link back to the product
  4. Add pictures inside the basket.
  5. Provide shipping costs early in the process.
  6. Show stock availability on the product page
  7. Make it obvious what to click next
  8. Make editing the shopping cart easy
  9. Make it your fault if any
  10. Show them you're a real entity

April 26, 2006

Common Mistakes of Shopping Cart Design

  1. Requiring users to click a "BUY" button to add an item to the shopping cart instead of an "Add to Cart" button.
  2. Giving little to no visual feedback that an item has been added to the cart
  3. Forcing the user to view the Shopping Cart every time an item is placed in the cart
  4. Asking the user to buy other related items before adding an item to the cart
  5. Requiring a user to REGISTER before adding an item to the cart
  6. Requiring a user to change the quantity to zero to remove an item from the cart
  7. Requiring written instructions to update the items in the cart
  8. Requiring a user to scroll to find an Update cart button
  9. Requiring a user to enter shipping, billing, and all personal information before knowing the final costs including shipping and tax