Things that screw up your shopping cart usability

I am a frequent builder and user of online carts. The fact is, the more questions you ask, the more likely you are to lose your potential customer before they click the “submit order” button. I have listed items that are surely going to bring down your shopping cart conversion rate and up your abandonment rate:

1. Asking “what Country are you in” (especially those carts that do not offer international shipping)
2. List credit card type (um, simple programming: starts with a 3=Amex 4=Visa 5=Mastercard 6=discover)
3. Having more than 4 steps. Limit them, get them in and out of your cart as quickly as possible!
4. Having a “clear cart” button – why would you want to put this idea in your head
5. Offering too many up-sells – online shoppers are easily distracted (phone ringing, boss asking what they are doing) so don’t confuse them with up-sells until AFTER they submit their previously intended order.
6. Newsletter Options – Don’t freak them out by making them think you are going to spam them, ask this question on the confirmation page
7. Shipping Options – List shipping cost BEFORE the person enters their credit card. Customers want to know the absolute total before they feel comfortable enough to pull out their credit card.
8. Let them know how many steps are left. If on step 3, they don’t know how much longer the process will go, you may lose their attention. Let them know that they are almost done.
9. So long as you have a decent return policy, remind them what the basics are next to each of the submit buttons. Sometimes they just need a little reassurance.
10. Let them know (in big and bold) that your website is as secure as it gets and they have nothing to worry about. I even think going as far as a hacker guarantee is a good move. At the end of the day, your customer is protected by the credit card company, so you wont be holding the bag for much if your site gets hacked.

I could go on and on but I think these 10 are the basics. Always think of your customer as having ADD and paranoid. Solve these two problems and you should have a lower than average shopping card abandonment rate.

Spider Test: Daytona Qualifying , Grammy Performers

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