Shopping cart tips for web conversions/
November 8, 2005
This morning, I was giving a potential customer advice on his shopping cart (so I had to do it without the benefit of his analytics — always tough.) I gave him five ideas, and realized that just about everyone who does e-commerce could use them, so here they are:
2) Make your final ordering button say, “Place my secure order” or “Submit my secure order.” It would be even nicer if it had a little icon of a lock on it. Again, people like to be reassured at just the right moment. I find myself looking at the HTML to be sure that it is a secure cart, but not everyone is in the web business and knows what to look for.
3) Give the customer the option of just checking a box to ship the order to the same address as the credit card.
4) If you can, reduce your shopping cart to one page. Every click is a chance to bail out.
5) Put a thumbnail picture in the shopping cart next to each product that the customer is purchasing. Studies show that product photos in the shopping cart increase checkouts.