Target’s shopping cart
It’s not easy to design the perfect ‘basket add’, as you have to decide whether to direct people straight to the shopping basket or leave them on the product page so they can shop for more items.
On mobile I think the former option is preferable as sending shoppers straight to the shopping cart means you’re more likely to capture impulse buys.
Target’s app is a great example – upon adding an item you are sent straight to the shopping cart, with a nice big ‘Checkout’ call-to-action. It also includes some neat copywriting: “Your cart just got a little happier.”
There’s much to like about Walmart’s mobile checkout, though the huge CTAs and guest checkout are two of the most noteworthy features.
We’ve discussed mobile CTA design on the blog before, but the basic rules are to make sure they’re large and surrounded by white space to avoid accidental clicks.
I also like that Walmart displays a numerical keypad for the phone number and zip code fields. This is a simple touch but is infinitely easier than using the standard text keypad to enter numbers.
ASOS’ mobile app can actually be quite fiddly to use, however it has an excellent one-page checkout process for returning customers.
It means once I’ve entered my username and password I need only type in the three digit code on the back of my card in order to be parted with my cash, leading to innumerable impulse purchases on my part.
Amazon’s one-click checkout goes a step further than ASOS, as you don’t have to re-enter your password or card details to make a purchase. Pressing the ‘1-Click’ CTA will immediately order the item to your default delivery address.
It’s great for impulse purchases, though I feel there does need to be some barrier to purchase as I accidentally bought a £120 guitar amp while researching this blog post. Luckily I was able to cancel it seconds later.
H&M commits a cardinal sin by forcing mobile users to register an account, but on the plus side I really like these giant text fields and CTAs.
On Lowes’ mobile site one of the first options you see at the checkout is for in-store pick up at your nearest outlet.
This is an excellent option to give mobile shoppers who might need the item in a hurry.
Unfortunately this sort of option only really works if shoppers can collect their items without delay, but in Lowes’ case it takes 14 days to deliver a doorbell.