What makes a good online shopping basket experience?
Wednesday, May 27th, 2009
We were asked to contribute to the latest in the IAB’s vertical handbook series: retail. With a focus on what makes a good online shopping basket experience, our top tips are below. You can download the handbook here.
Shopping basket drop-off can be avoided by learning from the benchmark leaders: Amazon, Carphone Warehouse and Figleaves. What they do is simply make it easy for you to buy, change your mind, save it for later and come back, and compile wish lists which others can buy for you. What makes a good shopping basket experience?
1. Clear product descriptions and price information so users are reassured that what they wanted to buy has magically found its way to their basket.
2. Images to re-enforce the product description because people think visually too, especially when it comes to color choices.
3. Easy removal, amendment or addition of items because they’re allowed to change their minds.
4. Clear navigation to proceed to purchase or back to similar products, back to home, or a new search as these are users’ typical next steps.
5. Clear labeling of the basket during the entire shopping experience so the user can see what’s in it at any time.
6. Ability to save.
