Numbers Go Up, Stress Goes Down
Challenges
While half of the users bypass the cart page (going straight to checkout), the other half still goes through the cart page. It’s an important page. Almost half of those who visit the cart page, never start the checkout process. That’s 50% abandonment overall; 58% on mobile.
20% of cart visits are entrances – users coming via cart abandonment emails or refreshing their browsers tab. Those visits have 60% bounce rate, which is quite high for returning visits. All of this indicates issues with the cart page as a stubling block in the checkout funnel.
Our Process
Solution
Here are the solutions we came up with.
Optimize cart to decrease abandonment and bounce rates and improve checkout completion. Use distraction-free header for cart design. Display appropriate age, stock status, sales price, value propositions.
Cross-sell with bundle & save products quick view section. Include free shipping indicator and show estimated shipping automatically based on geolocation.
Have ability to view all active coupon codes via a pop up. Save cart option asks for users email and triggers cart abandonment campaign. CTA for customer service.
Reasoning
Best practices surrounding the solutions we chose for this client’s issue are as follows:
- Use an “Enclosed Checkout” by removing the main site navigation and other non-checkout navigational elements from all steps after the cart step and until the order review step (incl.).
- Visually separate and deemphasize cross-sells in the “Added to Cart” overlay from the just-added product, and style any associated buttons with less prominence than the primary paths for proceeding.
- Display the full order cost in the cart, including shipping, taxes, and fees, or at least a cost estimate that also specifies the foundation for the estimate.
- Allow users to ‘save’ cart items, but don’t autoscroll users to it when they click “save”. Be cautious of fold issues when locating the ‘Saved Items’ section down on the cart page and also link to it from within the user’s account pages.
The Results
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