While the title is not entirely accurate, there is one critical factor in ecommerce shopping cart design and two steps required to achieve it. The objective is to convince people to purchase your product. The two things you must do to convince them to buy are to assist and persuade.
When designing a website, it is critical to pay close attention to the site’s usability and persuasive abilities. The purpose of a good eCommerce solution is to gently (or not so gently) persuade the site’s user to purchase the product they desire. In order to make this process as simple as possible, you must ensure that your website is as usable as possible. There are thousands of usability and persuasive design methodologies, and this article will not attempt to cover them all. We’ve highlighted a few of the most critical factors in both categories and provided you with some tips and guidance to assist you in customizing your shopping cart software to increase sales.
Design for Usability
When a customer visits your online store, they only have a limited amount of patience; once this is depleted, they will abandon your site in favour of one of your competitors. The easier it is for them to use your site and the less they have to think about how it works, the longer they will stay on it and the more likely they are to make a purchase from you.
With the increased use of CSS and the accessibility of graphic manipulation software, individuals can completely customise the appearance of the ‘things you click’ on their website, with the only limit being their own imagination. Unfortunately, this can cause some confusion for users, who will become frustrated as they must determine what is clickable and what is not.
When it comes to text links, it’s best to follow HTML conventions and keep them in contrasting colours and underlined. Users also like to know where they’ve been, which is why it’s a good idea to color-code links that have been visited.
With buttons, the best course of action is to… well… make them look like buttons. While this may seem patronizing, many people overlook this when they’ve spent considerable time ensuring the buttons on their site match the design. Although it’s difficult to make raised buttons look neat and clean without them looking a little ‘2001,’ it’s well worth spending some time thinking about your buttons.
One of the simplest ways to lose customers is to lose them directly. If your customers cannot find their way around your store or to their desired location, they will not purchase from you.
What is the most effective method for accomplishing this? To be honest, it’s most likely through the use of tabs. They provide a clear picture of the user’s location and how to get to their desired location.
Tag lines are frequently omitted from modern website design in order to make the design appear less cluttered. While there are instances where omitting a tag line is harmless, they are generally useful. It is critical for a customer to determine as soon as possible whether your site will sell the product they are looking for. Amazon is a good example of this. When they first launched, they used a tagline similar to ‘Online Bookstore’ because customers would have to think a little bit to figure out that a company called Amazon was actually an online book store. However, because Amazon is now so well-known, they removed it because it was no longer necessary.
Design That Is Persuasive
After you’ve addressed the usability of your store and ensured that your visitors can easily navigate your site and get to where they’re going, you must consider the second critical component of the design. You must create them and direct them to the page where YOU want them to appear, the order confirmation page. The following are three suggestions for achieving this goal.
Once a user has added items to their cart and clicked the checkout button, there is a good chance that they are serious about making a purchase. Therefore, do everything possible to make it as simple as possible for them to enter their credit card information and click the order confirm button.
We employ a design practice of removing all superfluous links from the order process. For instance, all references to the ‘home’ and ‘search’ buttons are removed. If the user proceeds to search for additional products, it is possible that they will become distracted and forget that they were going to purchase your products. However, we want to ensure that the user retains access to information about the product they’re purchasing; we accomplish this by including all relevant information on the shopping cart page or by linking to a pop-up window that contains the information; we avoid linking back to the original product page, as this could result in additional distractions.
Protracted checkout processes involving multiple pages should also be avoided. Solicit only the information you require from the customer.
The search box is one of the primary ways for visitors to your site to find products. By rigging (or mapping) your searches, you can associate products with keywords, ensuring that when a customer searches for a word related to a product that does not appear in the title or product text, the products appear. This is similar to a customer asking a shop assistant for assistance with a product when they know what they want the product to do but are unsure of the product’s name.
You need to be as descriptive as possible with your product descriptions and images; never assume that your customers are as knowledgeable about your products as you are. If they have a question that you have not addressed, they will do one of three things:
? Which of the following occurs far less frequently than you might believe.? Investigate a competitor’s website; if they have the information, you’ve probably lost a customer. Refuse.
Additionally, the more information you include, the more ‘spider food’ there is for the search engines, so writing the product descriptions is an excellent time to focus on SEO.
By following a few of these simple guidelines, you should notice a significant increase in your store’s conversion rate. There are also numerous other usability and persuasive design models that you can employ, and we strongly advise you to do so for your shopping cart.