It never ceases to amaze me the number of sites with amazing design being let down by horrible shopping cart systems. These sites have obviously spent dozen (or hundreds?) of hours perfecting their design, however when people are in the midst of the throes of purchase all design goes out the window, and they are confronted with a horrible process.
I’m sure we can all think of times where we have decided to purchase a product, however the design/structure of the shopping cart is so painful that we have decided not to purchase. Whether it’s not being able to find the shipping cost (vital for the Aussies purchasing from overseas), or having too many options, there are plenty of potential pitfalls in a shopping cart system that may be costing you sales.
Although there are many structural recommendations that can be made for designing a shopping cart system (don’t make me sign up! I don’t want to! You can’t make me!), the aesthetic designs are often ignored. We found a fantastic article which highlights 10 different ways to design usable shopping cart systems.
Located in the article are also a large number of examples. They say that imitation is the sincerest form of flattery, so why not flatter your favourite online stores? I’m not recommending copying the designs wholesale, however if there is an aspect of the design that makes you go “wow”, then incorporate it in your own site. With just a few tweaks you could have happier clients, with more repeat visitors.
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