An abandon cart is one of the most common problems of online stores, the average bounce rate reaches 70% . Any obstacle on the way to a purchase can be a barrier that will make the user leave. Let’s figure out how to design a cart so as not to scare off site visitors and get maximum conversion.
Pop-up or separate page
The online store shopping cart can be design as a separate page or as a pop-up.
Example of a shopping cart in the form of a pop-up form
An example of a pop-up shopping cart on the website of the online store “Golden Apple”
It is worth creating a separate page:
supermarkets with a wide range of goods. On a separate page, goods can be divid into categories – this will make it easier for the user to check the order before paying;
stores in the premium segment. Such purchases do not require haste, the buyer should be given the opportunity to read as much information as possible before placing an order;
to implement cross-sell, up-sell and down-sell. All these techniques are aim at increasing demand, they are more convenient to implement if the basket is design as a separate page.
Cross-cell — from English “cross-selling”, when the seller offers additions to the main purchase. For example, if a customer buys dry food for kittens, he is offer wet food or original bowls as an addition.
Upsell — when the seller offers a more expensive product. For example, a customer chooses an iPhone 15 with 128 GB, and the store offers to pay an extra 20,000 ₽ and buy a phone with 256 GB. The “1+1=3” techniques also refer to upsell.
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Downsell is the opposite of upsell, i.e. offering a cheaper product. For example, when a buyer is unable to purchase a designer sofa for 200,000 ₽, he is offer an alternative in a similar color scheme, but for 90,000 ₽.
Both pop-ups and standalone pages have their own advantages and disadvantages:
pop-up ruces the number of steps and allows you to view products without leaving the page;
A separate page increases the number of steps to purchase, but helps to streamline navigation.
You should choose one option bas on the overall design of the site, the target audience, and the customer journey map. If you don’t know how to decide, you can conduct A/B testing , which will show what your target users prefer.
Requir Cart Items
When designing a shopping cart for your online store, consider these essential elements.
Trash can icon in visible place
Everyone is us to the fact that the basket is in the upper left corner, and intuitively we will look for it there. If you place the icon in another place, there is a chance that it will be more difficult for the user to find it.
Example of trash can icon in the bottom corner
Example of the shopping cart icon in the lower right corner of the IvartAuto online auto parts store
The trash can icon should:
be clearly visible or recognizable,
be in a visible place.
Product information
An experienc seller will immiately distinguish the sofa “Sofia” from the sofa “Nadezhda”, but for the buyer such names and articles mean nothing, therefore any product in the basket should have a description. Not as detail as in the card, but indicating:
sizes,
colors,
materials,
models (for example, for technology),
other important information.
Example of a product card in a shopping cart
Example of a product card in a shopping cart – dimensions and a brief description are indicat for furniture
Always place an image of the product in the cart — it should be a photo from the card in miniature. Visualization allows the user to verify the choice. Provide a transition to the product card from the cart.
It is also worth indicating the available phone number list quantity of goods – this will help to avoid a situation when a client has spent time, chosen everything necessary, and after the order the manager calls him back with a message that the goods are out of stock. Such moments undermine the trust of users – it is unlikely that a person will return to this store again.
Clear buttons
Continue shopping”, “Place an order”, “Pay”, “Use a promo code” — the buttons should be nam according to the action the user is performing.
The same applies to the “Delete” button. The user should have the opportunity to refuse to buy any product – no matter for what reason: chang america cell phone number library his mind or was not satisfi with the terms of the purchase. If a potential client starts looking for a button and does not find it, it will cause nothing but irritation.
Example of design of buttons in the basket
All buttons in the EvitaStore online store are in the same color scheme and are clearly visible, the text on them reflects the action
Information about shipping and additional costs
Be sure to indicate all shipping options, intermiate and total cost along with shipping cost (if any) in the cart. Hiding additional costs is bad form. If shipping is free from a certain amount, it is also worth indicating.
Offer to buy relat products
These are the same cross-sell, up-sell , down-sell that were mention at the beginning of the article – they help to increase the average bill and increase the likelihood of a repeat purchase. You can offer anything: cases if the client buys a phone; samples of eau de toilette if it is a cosmetics store; gift wrapping and other nice little things.
How to design an online store cart correctly: instructions and life hacks
The Randewoo store offers the cheapest items when purchasing – masks, small care products
Quick purchase without registration
A quarter of potential customers abandon their shopping carts because they ne an account to make a purchase, and another 18% because of a complicat checkout process. The challenge for merchants is to make this process as simple, convenient, and transparent as possible. Allow users to make purchases without creating an account — add “one-click shopping.
