A Thorough Checklist for E-Commerce Websites: No.6: The Cart Page

09 Oct

When you are creating a website, there are a few things you need to make sure are there. These things take the perspective of the consumer into consideration, pay heed to what bigger e-commerce businesses have done after resourceful research, and finally look at what really is going on by using analytics and feedback from the site.

In this blog series, we take you from the general site-wide checks to individual page-wise checks that you need to do to set-up a good foundation for the website and for further digital marketing efforts, without falling into the traps of common mistakes and oversights.

The shopping cart page is that deliberation step in the shopping process. Shoppers may not necessarily think too much when adding products to the e-trolley. In fact they may even mindlessly toss in a few knick-knacks just because! But they certainly stop to consider their purchasing decisions when it comes time to pay for all the goodies. This is where they toss out those frivolous buys or even abandon their carts altogether. This is a frustrating page because they have loaded up all the things they want but probably can’t take them all, and are therefore forced to decide what to keep and what to leave. So your job is to keep it simple, explicit, and unambiguous.

The Cart Page Checklist

  • Before the checkout, display all shopping fees – the MRPs, GSTs, shipping fees, and anything else. Expect a rebuff if you spring a hidden charge on shoppers at the last moment. It is a trust-diffusing thing to do, and one of the ranking reasons for cart abandonments.
  • Show any specifications pertaining to the products. For instance, if someone orders a frankie from your restaurant, you could show them options for the bread (maida or wheat), and if one costs extra above the stated price.
  • Make it easy to change items in the cart – to increase the quantity of a product, or to add or remove items from the cart. For instance, someone wants two more of the same pairs of earrings that they have already selected, or they don’t want the buckle necklace anymore and want to replace it with a choker.
  • As an extension to the previous point, each time a shopper goes back from the cart-page to the catalogue-page, and then comes back to the cart-page, they shouldn’t have to re-select all the previous merchandise/options. Include a return to shop
  • Upsell! Based on the cart items, suggest other products popularly paired with what the shopper has bought, or complementary products. If someone has bought a computer mouse, then suggest a fun design mouse pad.
  • Provide the area for them to add the coupon code, if any. If they are entitled to a special coupon, automatically display this, rather than have them searching the site for it, or missing out on it for being unaware about the deal. For instance, let’s say you are an online bus-ticketing platform and you have a 15% Independence Day weekend sale for all travellers with a ticket purchase above ₹ You may have already mentioned it on the home page, but people aren’t going to remember the code. Either remind them with a pop-up when they reach this page, or automatically deduct the discounted amount if they are eligible for it and show them the amount they save.
  • As mentioned earlier, this is the page where customers stop to think reasonably about the things in their cart. Use the power of free-shipping as a gentle tool of persuasion to get them to checkout with all or most of their cart load. Alternatively, you could offer free shipping on a minimum bill amount.
  • You would certainly have a rough idea of how long your deliveries take to reach. Display estimated delivery times. If you have options for expedited shipping or one-day delivery, mention that, mention the date it will arrive, and the extra charges the shopper will incur. Same-day or within 24 hours delivery can be tempting for many people who need the product immediately and are willing to pay premium for it.

This page is critical. It is the page that has a great number of drop-offs, but it can also be the page that cinches the deal for you. Once they are past this page, buyers usually won’t re-consider their decision. So it is important you give them a space where they can coherently think about their shopping, but gently nudge them along to make the buy.

This checklist pertains to details about a website’s product listing or catalogue pages. To read on for other individual-page checklists or even a site-wide checklist, you can follow this series on our website.

Leave a reply

Your email address will not be published. Required fields are marked *