For ecommerce website owners and webmasters, the number one goal is conversions. Increasing those conversions and creating an optimal environment conducive to sales is a top priority. Today we will discuss ways to increase those shopping cart conversions.

The number one rule when evaluating your website’s performance is to continually test the variations of the design and the elements that you change to find the optimum combination of features. The different design elements that you change can include the colors, placement, and wording. Remember that each site is different because of the customers, different customers like different things, which is why it is so important to continually test out the changes in different ways. Remember that when you are asking customers to share their credit card information, you must remove all barriers and anything that could make them feel uncomfortable while instilling a sense of trust.

Here are 10 tips for increasing shopping cart conversions


1. Instill Confidence and Trust:

The number one thing to do is include messaging to instill confidence and trust in your customers. As we said, it is a big leap of faith for many people for them to give their credit card information and trust that they will receive the services or products that they ordered. You know that you are reputable and trustworthy, but you must let them know. Many of the tips in our list are done with the goal of instilling confidence and trust. The best way to achieve this at a glance is to have any security and safety logos and badges prominently displayed on each page of your website and your shopping cart.

2. List Guarantees and Warranties:

In addition to security mention in tip #1 had to do with purchasing, listing guarantees and warranties have to do with your products and services.

3. No Registration Required:

One of the main barriers that turns off customers is asking them to sign up or register before they can place an order or add to the shopping cart. Always leave a guest option available.

4. Keep it Simple:

Make the checkout process as quick and simple as possible. Only require the details that are necessary to complete the purchase. Use auto-fill technology and check boxes where ever that is an option. Use other opportunities to
gain more information about your customers.

5. Display Policies & Information:

Even though the rule above says to keep it simple, it is still important to display information that your customers need to know or might want to know before completing a sale. This is one of the areas where a great deal of testing is necessary to see what information your customers want and what information might be too distracting and interfere with the conversion completion. The policies and information that you should consider include: pricing, privacy policy, return policy, and the safety and security information.

6. Post Shipping Costs First:

Whether shoppers are just comparing prices or in the purchase process, they do not want to be surprised with shipping costs so make sure to post them up front or as early as possible during the checkout process. No one likes to pay for shipping, so it is important to let them know what the costs are right away and if free shipping is available, make that very prominent.

7. Offer Different Shipping Options:

Some people are ordering online because they cannot find what you sell anywhere else. In some cases it is the last minute and they need to know if express shipping is available. If they do not need it right away, then they will look for the least expensive price.

8. Map out the Checkout Path:

Make sure that your shoppers know where to go next and which button to click on. Make sure that your checkout buttons are bright an prominent showing shoppers where to go to complete the transaction. Test out which color buttons work best for your website.

9. Consistent with Website Look:

Make sure that your shopping cart pages are consistent with the look and feel of the website. If your website visitors get a completely different looking page after they click on the “add to cart” button, they will not feel comfortable and are likely to leave.

10. Follow Up & Retarget:

Make sure that your customers know that the transaction was completed. Have a clear thank you page and send an email. After a sale the last thing you want is the customer to have doubts that the sale was completed and then cancel it or become unhappy. Your thank you page can include partner site links, offers, social media page links, and surveys asking the customer about their process. If the sale was not complete, having an exit survey can assist you in fixing what could be wrong.


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