October 31, 2013

4 of the Best Ways to Design a Persistent Shopping Cart

Posted by Janna Leyde
#Persistence

According to Baymard.com, more than 60 percent of online shoppers fill their shopping cart full of “wish list” items, only to abscond. The e-commerce world refers to this as Abandoned Cart Syndrome (ACS), and it’s bad for business. Don’t fret; 2Checkout has a few tips to help avoid ACS and turn those wishes into concrete purchases. Read our four lessons below on how to design a shopping cart that keeps customers engaged from browse to buy.

Be transparent with total costs

A customer tallies up his or her items in the cart, fills out the name, address and payment fields, and then—whammo—gets walloped with unexpected shipping costs and fees. According to a 2012 WorldPlay study, 56 percent of customers abandon the purchase in this frightful scenario. Clearly state the shipping costs, taxes, fees, and return policies before the point of checkout to avoid “cart shock.” Additionally, customer service information should be accessible on the checkout page to remind customers that anytime there is a question or concern they can reach knowledgeable staff.

Respect longer buying cycle across multiple channels

Online shopping is no longer limited to the computer. There are iPads and tablets, iPhones and Droids, and a plethora of alternate devices, all of which allow the customer more room to bounce around platforms and sites, comparing prices over a longer period of time. People no longer purchase goods within a day… or even an hour. Therefore, choose a Persistent Shopping Cart that has a minimum “expiration date” of 60 days.  Many shopping cart providers offer persistent carts that support multichannel shopping and long expiration terms. Check out this list.

Ensure security through language and logos

Fifty-eight percent of users in an Econsultancy survey stated that “concerns about payment security” would deter them from completing an online purchase. Including security logos (along with Google Trusted Score and other affiliates) near the checkout and credit card fields ensures costumers a stress-free transaction. In addition, “Submit Your Secure Payment Here” is a statement of confidence that guarantees that the customer is taking part in a trustworthy experience.

Merchandise sale items

Give sale items a special category. Use quality imagery, key placement, and language like “Limited Time Offer” or “Last Chance” to highlight lower-priced items. Stay consistent: when branding a category as a deal, be sure to be aggressive with your sales pricing and also remind customers how much they will save when they purchase these items now.

Applying these four tips will not only avoid ACS, but will increase order size, build customer loyalty, and garner repeat business.