The ideal shopping cart page
What is the purpose of the shopping cart page?
It’s the last stage before customers enter the checkout.
- Confirming the contents of the cart and the total cost.
- Answering any questions customers have before they progress to checkout.
- Increasing basket value with relevant cross-selling.
- An opportunity to modify the contents of shopping bags.
Some customers will have no need to review details – perhaps they’re confident that they’ve added everything correctly, maybe they’re in a hurry.
The PayPal button will be familiar to users.
Unexpected shipping costs were the number one reason given for checkout abandonment.
Though some retailers leave voucher/promotional code entry until almost the last step of checkout most customers will be expecting to enter codes sooner.
They will want to know if the code works successfully, and the total price after the discount has been applied.
Add logos which back up checkout security: Norton Secure, Verisign etc.
Summarising available payment options helps reassure people that their preferred method is available.
The ideal shopping cart page display clear contact details provides an option for customers to ask any questions and for the retailer to deal with last minute doubts.
A clear phone number, as shown below, is one way. Live chat is another good option for immediate contact.
If you offer free delivery for orders of a certain size, then it’s good to promote it .
People may add things by accident or change their mind. Let them edit basket contents easily on the basket page.
