Top 5 User Testing Tips for Shopping Cart Success

Sep 21, 2013 4:26 PM  By

Tip 3: Test Price / Value

price-valueOnline and brick-and-mortar stores both have to deal with easy price comparison shopping these days, but online stores have the extra challenge of competitors’ stores being just a browser tab away.

How to test it
Ask users questions such as these:

  • Is the total price of your order clear? If shipping costs, taxes, and other fees are reserved until the last page, customer confidence may be lost along the way.
  • Are you getting a good deal? Highlighting any applicable sales prices, shipping discounts, and total savings should help increase confidence in the value the customer is getting.
  • Are the shipping prices reasonable?2011 study by the E-tailing Group found that free shipping was the single most important factor when making a purchase from a website.
  • What do you think when you see the coupon code field? The coupon code field needs to be findable; but making it too prominent may make a shopper think he’s not getting a good deal if he doesn’t have a coupon, or it may drive him to leave the cart to search for a coupon.

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  • Liz Lynch

    I hate to see someone abandon the cart, but I wouldn’t describe it as heartbreaking. Let’s reserve that for something truly painful, like watching a parent or child suffer, a spouse walking out after 15 years, or even a high school team just missing winning their division. Cart abandon is a challenge, but it’s not heartbreaking.

  • Todd Hyle

    The reason why some are abandoning their shopping cart is some retailers will not disclose the “special sale price” until we enter it to our shopping cart. One marketing ploy is affecting the other.

  • Alon Even

    Darrell,
    Thanks for your precious tips.

    I’d like to stress the importance of testing the mobile experience. That is to say,
    companies should measure, understand and improve the user experience on their mobile site and within their apps by using mobile app analytics tools.Using traditional analytics is
    not enough if you want to know WHY your customers abandoned your shopping cart. Visual mobile analytics tools, such as Appsee (www.apppsee.com), that provide user recordings and heatmaps, enable to see and understand exactly how customers interact
    with your shopping cart, detect what problems they’re experiencing and improve the shopping experience. By improving the shopping experience, companies will increase conversions, engagement and reduce abandonment rate.

    Thx,
    Alon