According to statistics, about 80% of shopping cart conversions do not end with purchases. Such a high bounce rate has many reasons: some people are not ready to make an order right now and postpone it, someone finds the delivery too expensive, other customers need more information about the product they are looking for, etc. Thoroughly thought out shopping cart that offers information and assistance can reduce the bounce rate.
- Inform users about goods they put into shopping cart. Feedback is the most important usability principle. If the user commits an action, they must know if it is successful or not. Adding goods to the shopping cart is a key step in the purchase, so please do not deprive the user of the opportunity to know that the goods have been successfully added.
- Make your shopping cart visible. We all are used to the fact that the shopping cart is usually placed in the upper right corner of the site. This is where customers look for it when they are ready to make an order. Sometimes site developers place it elsewhere or make it unnoticeable. If buyers cannot find a shopping cart, this can scare them off.
- Call to action. A shopping cart is a sales tool. Users who add goods to the cart are close to making an order, but they are also close to refusing it. This should never be forgotten. Call to action should be attractive and visible so that customers cannot ignore it.
A shopping cart is not just a technical component of an e-commerce site, but a full-fledged sales tool. With the help of a properly designed shopping cart you can help the user to make a choice and to purchase your goods.