Top 5 User Testing Tips for Shopping Cart Success

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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