If you have an ecommerce website, it is important that you refine your shopping cart to minimize shopping cart abandonment. Fine-tuning an online shopping cart for ecommerce takes time and a sound understanding of who your target market is.
Many consumer markets and buying process are different. Expensive products often require a more extensive checkout process to ensure customer confidence and security. However, lower priced goods can benefit from more express online shopping carts that offer faster checkouts in minimal steps.
Although shopping carts for ecommerce websites vary based on the latter consideration, there are a number of elements you may want to consider to optimize the online shopping cart of your ecommerce website. Below we offer a number of tips for online shopping cart and ecommerce website optimization.
Improve your shopping cart by adding product thumbnail images next to the product name. The visual reminder ensures that customers do not forget what they have added to their shopping carts, which often leads to the removal of the items they cannot remember.
In addition to adding visual elements of the products already in a customer's shopping cart, the visual appeal of other related products that might complement their purchase is great way to get them buy more. Many effective ecommerce stores apply this strategy by noting that "you may also like these products" or "customer who bought that product, also purchased this." Be creative and use alluring incentives, even if they are small, low-priced accessories.
Also visually important is keeping the shopping cart and price total viewable on every page that the user is on. In this module or section of the web design, include the checkout button on each page of your website. Furthermore, attract return customers by having express checkout where they only need to login to shop and finalize an order.
Offer free shipping at certain price points to attract customers. You should use this as bait by displaying prominent messages informing customers that there is free shipping if they spend a certain amount of money at your store.
If you have specific shipping charges in place, show them as early as possible during the checkout process. This brings you out as being credible, reliable, and honest. If your shipping charges are based on distance, ensure that visitors are able to calculate the charges without requiring them to enter a lot of information. Taking this concept one step further, you should also offer shipping time estimates. You can get these estimates from the parcel delivery company you are using.
It is important that you indicate the shipping method you are using. This is particularly helpful if you are using reputable parcel delivery services like US Mail, FedEx, and UPS. Improve your shopping cart by up-selling items. This means telling your customers that you have other products that might come in handy. You should, however, 'soft sell' so that you do not drive customers away or you do not confuse their checkout process.
An important feature in any shopping cart is feature comparison. You could have a 'compare' link if you cannot provide all the relevant information in the page.
Really solid ecommerce stores will goes as far as including customer reviews as a comparison feature. This often the most trusted source of information for shoppers, so including legitimate reviews can help facilitate sales and instill greater confidence in your ecommerce store.
If customers abandon shopping carts, email them and include discounts, coupons or other incentives to attract them back to your store. You should always show the stock you have (to spawn more immediate purchases if inventory gets low) and you should suggest items similar to what customers are adding to shopping carts. Include a 'save for later' button since not all customers buy the same day they add items to a shopping cart.
Consider having a live chat link and a prominent phone support number. Other important tips to improve your shopping cart are that you should show the different payment options early, you should submit form changes automatically, you should have a security and privacy reminder, and you should include a link to your exchange and return policy.
Do you have any ideas to enhance the shopping cart functionality of an ecommerce site? Give us your 2 cents in the comments section below.
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