Top 5 User Testing Tips for Shopping Cart Success

Sep 21, 2013 4:26 PM  By

Tip 5: Test the Mobile Experience

mobile-checkoutMore than 1 in 5 visits to the store are coming from smartphones and tablets, according to Monetate’s Q1 2013 eCommerce Quarterly report.

And the shopping experiences haven’t been good, with 88% experiencing negative issues according to a recent survey by Skava. Moreover, 33% of them will immediately jump to a competitor’s site if they have problems.

How to test it
Have mobile users test the checkout process to make sure shoppers on smartphones and tablets don’t encounter any problems—or even just inconveniences—that make the checkout process difficult or impossible. Test on a variety of screen sizes rather than only a few popular devices.

Darrell Benatar is CEO of UserTesting.com.

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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