shopping cart

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…

Fewer buttons means more conversions

Reducing the number of buttons on shopping basket pages can provide an instant boost to conversion rates, according to the results of an A/B test.

By simply removing the ‘update shopping bag’ button and replacing it with a slighlty less visible link, Laura Ashley managed to increase conversion results by 18.87%, an impressive result, which shows what the kind of effect a slight tweak here and there can make.

Web shoppers using baskets as wish lists: survey

While 87% of online shoppers abandon their shopping baskets, the majority plan to return to websites later to complete their purchases, with baskets effectively used as wish lists.

According to a basket abandonment survey from Amaze, 74% of respondents said they would return at a later date to make a purchase, and many are using the basket as a means to ‘window shop’ on e-commerce sites.

The report suggests that, since there is little that etailers can do to change this behaviour, then less emphasis should be placed on abandonment rates as a measure of success or failure.