If there is one thing that has changed in a revolutionary manner today for businesses, it is the way people shop and purchase things. With the comfort of various online eCommerce portals, shopping has achieved a whole new level of delight. However, your users may end up having a not-so-great experience online, without a proper shopping cart page to support the backend of your eCommerce website.
As a person adds several products to the cart, there are times when before they finally checkout, they want a collective idea of what all they have selected so that they know what they are spending on.
Hence, it is very important to have a well designed and carefully executed shopping cart page to give the users the most seamless shopping experience possible. There are a important few things when working on the structure and functionality of the shopping cart page; and in this newsletter, we will highlight all that you need to focus on:
The final shopping cart page is where a buyer can get a complete round up of the total product count along with other important details to finalize their purchase decision. Hence, you need to ensure that you give them a summary by including the following information on this page:
The final shopping cart page should be designed with an option of “remove product”. Giving an option to remove the previously added items adds to the element of comfort and ease of usage to the customer. This ensures that they can enjoy the best user experience, even till the last stage of shopping online.
The final shopping cart page gives users a bird’s eye view of all that they have decided to buy. At the very last moment, the user may feel the need to modify their selection based on their needs. Hence, you must provide the option to edit the items in the cart. Now, editing could be for a number of reasons such as:
As a user, one may add a dozen items to the list but when making the final payment they might decide what to finally buy at a later stage. In that situation, if a user is given the option to add a few items to the wishlist, it will make it easier for them to remember what they wanted to purchase without having to scout for it again. Giving this option saves their time, and in some ways, also ensures that a person is reminded of the products that they have previously added to their wish list.
Most eCommerce portals give exclusive promo codes to people who frequent their portals, and under most circumstances these codes give them exclusive discounts and other promotional offers. The one major drawback of this is that people leave the website to search for coupon codes or offers. To overcome this, below are the best practices we should implement:
Order summary gives a view of the cost related details of the full order. The important components of order summary are broken up into the following parts:
The most crucial element on your shopping cart page is the checkout button. If the buyer has finally clicked on it, it means that it is a definite order that the user has decided to go through. The transition time from the moment a buyer clicks on the checkout button, to the time they are taken to the payment window, should transition smoothly. Some good practices to follow in this case are as follows:
The users should be shown the availability of multiple payment options, just to make them feel comfortable with moving ahead with the checkout. You should show them icons/logos of the various options accepted (Visa, Master, AMEX, Amazon Pay, GPay, Apple Pay, Paypal, etc). The more the merrier, is definitely true in this case!
We should give an option to the user to go back to the website and continue their shopping journey. Once users see all the items in their cart at one place, they may get reminded of some other items that they want. Thus, having an option to go back and continue shopping helps in enhancing user experience, and may also lead to higher average order value.
Have you ever wondered just how every time you get onto an eCommerce portal, it shows you suggestions of similar products that you have searched for before? Showing this on the shopping cart page increases the chances of having users purchase more products based on their searched needs. Listing similar products based on their search history has higher chances of getting more sales. Making use of A/B testing here will help you get a clear idea of how to cross sell and up sell to increase the value of conversions.
A good idea for any eCommerce portal is to also give the users a chance to add things to their wishlist and share with their friends and family. The idea is to make the user journey as easy as possible, such that the ultimate goal of having people purchase from your website is actually achieved.
All in all, with a number of eCommerce websites finding a place on the screens of users today, it has become crucial to make every touchpoint seamless. Working on a complete shopping cart page is, therefore, crucial to get an edge over other portals. By using the above mentioned best practices, you can move one step closer to giving your users exactly the experience that they need before making a purchase.
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