In previous posts, we talked about the product page and the category page. This time we will talk about the shopping cart page, which plays a key role turning visits into sales in any e-commerce store.
When we analysed product and category pages, we distinguished between the attention, capture, and decision stages which e-commerce users go thought. However, this approach doesn’t apply to the shopping cart page, but rather we must focus exclusively on the decision stage.
The reason to focus on this stage is that the user’s attention has already been captured, and he or she is already interested in one or several products:
- The user has already browsed through the website, so that attention stage is over.
- The user has displayed interest in one or several products by adding them to the shopping cart.
After the user has already paid attention and shown an interest, your online store faces its first hurdle when it comes to final conversion (sales), particularly in the case of new users. Recurring customers can be assumed to have a certain degree of satisfaction with their previous purchases if they are again involved in a shopping process in your store. At this point, you should be able to convey trust to your customers so that they go on with their order. To do so, you should stand in the shoes of a new shopper and think what concerns he or she might have. As always, these concerns will depend largely on your type of business, but the most frequent ones are usually these:
- What is the total amount of my purchase?
- Is this the final price for each product?
- Are there any delivery fees? How much?
- What are the delivery options?
- If I buy now, when will I get the products?
- Can I return the products?
Generally speaking – and we will discuss this in later posts – all this information should be always available, but the user will want to check it before buying., and the shopping cart page is the one placed between the shopping process and the payment process. The ultimate purpose of the shopping page is to encourage users to start the payment process.
These page items are particularly important:
- Product table: where the order products are described. For each of them you should display, at least, its name, the number of products bought, its specific features, such as model, size, or colour, and of course the final price, both for the unit and for all the items. Being able to edit the shopping cart is also important: changing the number and removing products.
- Button to start the purchase process: a large, attractive, and outstanding button. It can be duplicated and located both at the start and at the end of the product table.
- Trust banner: once customer’s main concerns have been identified – which depends to a large extent on each specific business – showing a banner that answers their concerns can be a good idea.
- Delivery fees: these should be crystal clear. If several options are available, there is no need to force the user to choose at this point, as this action can be delegated to the payment process, but the user should learn their price at this point. If delivery is free, it should also be made clear.
- Returns policy: at least include a link. It’s important for users to know at least that you have one.
- Recommended products: this is usually a good option, although there is a school of thought that prefers not to distract users in such a critical page but rather recommends focusing on conversion. Usually, viewing these products only increases interest, particularly when the recommended items complement the purchase (e.g. a mobile phone charger or case). So the risk is usually worthy it as it tends to increase the average order value.
Due to the strategic location of this page, which is the gateway to the payment process, you should analyse your users’ shopping cart behaviour. The percentage of abandoned shopping carts is usually a significant piece of data. There are many reasons for shopping cart abandonment, which depend to a large extent on your type of business. But a drop in abandonment have a direct impact on global conversion in your store, so tools for the recovery of abandoned shopping carts are being more frequently used.