Cart page and check-out has to be clean and well-structured. Just think of how repugnant a cluttered conveyor belt could be (behind a filthy cashier monitor and an arrogant cashier). How frustrating could be to stand in the queue having to listen to other customers’ chatter.
Cart page (or cart segment on the cart-checkout single page) must have the following basic functions: to enable the customer to add items / remove items / revise the items.
In e-commerce the more time it takes to go through the checkout, the more likely the customer is to ABANDON the cart and has a low probability to return. E-commerce giants sell immaculately pre-set, well-proven single-page templates like this on the Image 1 where the 4 clusters (cart review, shipping, payment and billing info) are well-visible and eye-catchingly separated.
Cart page has a characteristic that stands out from the other pages of the webstore: while we would like the customers to stay longer on the other sites, we want the them to slide over softly the cart page. A good metaphor could be a streamlined, steep but still safe and comfortable slider that is oiled to get users forward without frictions.
„Checkout” is the most prevalent, „continue to checkout” and „proceed to checkout” are also runner up but less and less frequent. „Shopping Cart” or „Cart” is slowly losing its prominence „Shopping Bag” started to rise especially in the fashion retail.
Security Seals. A Baymard survey shows that Norton is the most trusted, McAfee is the second. However they strengthen trust, cart pages started to sacrify these to become more minimalistic.
Many users leave because they are tired to type in extra details e.g. about their greater region (London – Greater London – its obvious where London is), landline phone number and cell phone number etc. – confusion around postal address and address where the bill to be sent.
Majority of the users will have the same billing and shipping addresses. Pre- filling the billing address area with the shipping address is always better than leaving it blank and make the user race another round.
When our form asks to create a password it’s not to place of rigorous password obligations like „the password has to contain uppercase letters, number and a special character like @”
Don’t wait until your users submit the form, validate them real-time. In order to avoid frustration, validate the customer inline to notify him if he have typed a wrong format of postcode or you cannot ship into his country. (Image 6.)
Session Expired-message: the first-class ticket to kill a purchase to make the customer re-type all of his details.
Edit or Update Shopping cart. After another item added all of customer details are forgotten and I have to retype everything… this is another top-tier cart abandonment trigger, however not in case of Macbooks. (Image 7.)