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Shopping Cart Best Practices: Four Ideas Great Ideas Presented in 30 Minutes

October 21st, 2014

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Today’s Agenda

•Hiding Your Top Level Navigation

•Adding a Progress Bar

•Hiding a Distracting Promo Code Field

•Same Billing & Shipping Checkbox

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Today’s Team

Ryan LillisOptimization Strategist

Brad TaylorSolutions Architect

Hiding Your Top Level Navigation

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Hiding Your Top Level Navigation

Test Difficulty & SkillsDifficulty Level: EasySkills: Visual Editor

Potential Challenge Users inside their carts may become distracted by the navigation and consider other items to continue shopping for.This may be beneficial for some, but on the net it may do more harm than good.

Examples1. The Ecco site has four layers of

different types of engagement or navigation items above content focused on checkout.

2. The Amazon site has zero layers above content focused on checkout.

Amazon.com Example (Current Site)

Ecco.com (Current Site)

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Adding a Progress Bar

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Adding a Progress Bar

Test Difficulty & SkillsDifficulty Level: EasySkills: Visual EditorPotential Challenge Users like to see where they are and how far they have to go - particularly in the checkout experience. Progress bars that don’t exist or aren’t prominent enough can cause users to hit the Back button to confirm they’re in the right spot.

Examples1. This progress “bar” is present, but isn’t

prominent and only exists near the login information which may make many users miss it.

2. This wireframe shows an example of a more prominent progress bar.

WebstaurantStore.com (Current Site)

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Webstaurant with more prominent progress bar (Example Wireframe)

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Hiding a Distracting Promo Code Field

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Hiding a Distracting Promo Code Field

Test Difficulty & SkillsDifficulty Level: EasySkills: Custom Javascript

Potential Challenge Showing a field for promo codes may prompt users who don’t have one to search online. This is a distraction and can potentially result in losing a conversion for users who forget to complete their purchases or find alternate stores to make their purchases.

Examples1. The field is present on this page with an

“Apply” CTA. Users can enter this information later in the funnel so it could be removed entirely from this page.

2. This wireframed example has the field hidden behind a link. When clicked, the field and CTA would be exposed.

Crate&Barrel Example (Current)

Crate&Barrel with promo code field hidden (Example Wireframe)

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Same Billing & Shipping Checkbox

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Same Billing & Shipping Checkbox

Test Difficulty & SkillsDifficulty Level: MediumSkills: Custom Javascript

Potential Challenge Pages with many fields tend to have higher bounce rates. Users may not realize that they can automatically complete many of the fields by selecting a checkbox.

Examples1. If users on Webstaurantstore don’t

have the checkbox selected, the page becomes twice as long with many fields.

2. When the box is checked, the fields do not even appear on the page.Webstaurantstore.com Example

(Example only…but we’ve seen this kind of thing!)

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Webstaurantstore.com(Current Site)

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Thank You!

Thank you for attending today’s webinar. Tell us if the suggested ideas are winners on your site!