Day 20: Shopping Cart Abandonment: What are some common ways of handling this issue?
As with all of these topics, there were many articles, but the opening paragraph to this one made me laugh:
Imagine if shopping in the real world were the same as shopping online. You walk into a supermarket or a department store, start filling up your shopping cart, only to be suddenly distracted by a kitten playing with a nerf gun in Aisle 3. You promptly forget about whatever it is you were thinking of buying, watch the kitten for a while, then walk out of the store.
Interesting fact: The average rate of shopping cart abandonment based on a study from Listrak is 73%.
This article of 13 tips is pretty detailed. As with other challenges, a lot of these tips are for the web site creators and designers. But since your emphasis is testing, here are those I find “most testable.”
- Progress indicator on checkout pages
- Product thumbnails and images
- Navigation between cart and store
- Cart saving
- Page load times (Performance testing again!)
Things we have covered on previous days
- Testing multiple payment options
- Guest checkout
- No cost surprises (this one keeps coming up!)