Posts tagged with Shopping Basket

Basket abandonment emails: why you should be sending them

Do basket abandonment emails work? Is there any 'best practice' guidance that ecommerce sites should follow?

What is the likelihood that an abandoner will come back to purchase after receiving the email?

Let's try to answer these questions right now in this revised and updated version of a previously published, and now outdated, post.

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Apple: the customer journey from search to checkout

In which we take a look at the experience of searching for a product, clicking-through to an ecommerce store and purchasing the item, all from a customer’s point of view.

Much like previous investigations on UK retailers John Lewis and Halfords this explores the customer journey in a nutshell, looking at visibility, relevancy, ease-of-use and speed of experience.

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Add to basket buttons: examples and best practices

When a customer decides to add an item to their basket, what should an e-commerce site do? Should it allow them to continue shopping, send them straight to the shopping basket page, or provide the choice? 

This may depend on the type of website, but there is a balance to be struck between encouraging the customer to complete the purchase as quickly as possible, and making it easy to add extra items. 

I've been looking at several websites to look at button design, the language used on calls to action, and the transition between a customer adding items and the checkout process. 

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Amazon's mobile shopping basket and consistent multichannel strategy

A recent study looking at which retailers offer the best multichannel customer experience found that consumers liked the fact that Amazon synchronises its shopping basket across its desktop site and mobile app.

So, if you add a DVD to your shopping basket online it immediately adds it to the app as well. This makes perfect sense, and fits with the way people research and switch between channels

It’s a feature that is quite easy to miss, but is a great example of offering the customer a consistent experience across different channels rather than viewing desktop and mobile in isolation.

To find out whether or not it is common practice, I looked at the iPhone apps for eight other retailers to see whether they offer the same function...

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Shopping basket best practice from ASOS

Shopping baskets (or shopping carts) are a key part of the customer journey when shopping online. They are a gateway for visitors into your checkout process.

Retailers can choose to provide visitors with a wide range of information, links and other potential distractions, or alternatively they can keep their shopping basket minimal to focus purely on checking out.

Based upon my experience of working with a range of blue chip retailers over the last 10 years, there are a variety of best practice techniques and types of information to display in order to encourage visitors to proceed from the shopping basket to the checkout process.

In addition, retailers should look at answering as many customer questions as possible before they enter the checkout process, paving the way for a simple checkout that is a formality for most visitors.

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Online retailers still need to work on customer service

While a study of 46 leading e-commerce sites found overall performance to be satisfactory, with average scores ranging from 76% to 90%, many etailers still need to improve on customer service.

The eRetail Benchmark Study from eDigital Research used mystery shoppers to assess the usability of leading online retail sites in the UK. Customer contact by email and phone are two areas where some retailers performed poorly.

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What is the best way to display shopping basket links?

Shopping basket/cart links and icons need to catch the attention of shoppers, and should help them to find the link to review the contents and make a purchase.

There are a number of ways of displaying the basket link, from a simple text link to permanent basket icon showing the contents and total value. I've been looking at a few examples from a selection of UK etailers...

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Does your checkout process deal with shoppers' concerns?

To minimise abandonment rates, a good checkout process should be able to deal smoothly with any unanswered questions before customers pay for their items.

I've been reading an article by Brendan Regan on the FutureNow blog, in which he looks at five questions that customers may have in their minds when they reach the shopping cart, though he is referring to the checkout process as a whole rather than just the shopping basket page.

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