7 Ideas to Enhance Your Shopify Ecommerce Cart Page
Published by: Thomas Kimura
January 23, 2018
Ecommerce can be quite challenging, especially when you’re just starting out with it. Driving traffic and creating a brand isn’t easy - which is why it’s so important to optimize your path to conversion. You want to make it as easy as possible for your customers to make that final decision and purchase something from your store. An often overlooked step of this process is the cart page and its optimization.
This post will explore some easy ideas you can implement to improve this page and enhance your customers’ experience. Please understand that making these changes does not necessarily guarantee an increased conversion rate. Properly understanding your customers and their needs is what will make the difference. What works for one ecommerce store may not work for yours.
1. Remind your customers about any sales or promotions
After reaching the cart page your customers might be wondering why they see the product listed at full price when they were promised a discount. Make sure your customers are aware of how to apply discounts and why their order might not be applicable. To make this clearer you can include a short explanation on your cart page such as:
- You’re only $2.12 away from qualifying for free shipping.
- Use discount code “TAKE20” for 20% off. Apply code during Checkout.
2. Live chat and support
Your customers may still have questions about the product. Installing a live-chat widget on the cart page can help answer any last minute questions. This personal touch could make the difference between getting sale and having an abandoned cart. By using an app like Drift(https://www.drift.com/) you can even trigger a popup to show customers that you’re available to chat with a welcome message.
3. Answer any commonly asked questions
A lot of the questions your customers ask will be very similar. It’s a good idea to display answers to the most common ones. An FAQ page can assist with this as well. Questions that you can definitely expect are:
- Do you offer a guarantee?
- What is your return policy?
- Where do you ship from?
- What currency do you charge in?
4. Add a shipping rate calculator
Adding a shipping rate calculator will give your customers a much better idea of what they can expect to pay for their total purchase. Setting expectations earlier will make the final purchase easier when your customers know what to expect.
5. Simply checkout buttons
The checkout button should be the most prominent button on the page. Try using a colour that contrasts well with the rest of the page design. This button is one of the most important features on your website and you want it to stand out. In short it should be appealing and entice the customer to click on it and complete the purchase.
Upselling can be quite difficult to do, but when done right can ensure higher profits as it increases the overall value of the sale. Upselling is the practice of inviting your customers to buy comparable but higher-end items instead of the one they were about to purchase. This can be challenging, especially since you are asking your customer to spend more than they were planning to. However, giving them this option can be subtly done with apps, making it more likely that they will take it.
Add-ons, also known as cross-selling is the process of encouraging your customers to buy related or complimentary items along with their current purchase. These items could be something like accessories that they may need to go with the item they are already buying. To include add-ons to your online sales, think about selling accessories that compliment your high-end items.
There are many things you can do to improve the conversion of your Shopify ecommerce store and make more sales. However, your cart page is one of the most important pages to focus on at first. By enhancing this page, you will be ensured of more sales and less abandoned carts.