3. Confirm when items are added to the cart
When a customer adds a product to their cart, confirmation keeps them from wondering if it worked or not.
Amazon is a great example of this — they not only provide confirmation, but also cross-sell with a display of related products.
Online stores often take customers straight to the cart page when they when they add something to their cart. But this interrupts their shopping, makes it more difficult to add items, and can reduce the average order value.
4. Embrace the mini cart
A mini cart is a pop-up that contains the most important cart details. It gives customers a glance without having to leave the product page they’re on.
For example, let's say I'm shopping on Minaal and can’t remember if I added the tool case to my cart yet. I can check what’s in my cart by clicking the shopping cart icon without losing my spot on the site.
As you can see above, I do have the tool case in my cart. I can click “Continue shopping” and go back to browsing.
Minaal’s mini cart has 3 essential components: the order summary, the subtotal, and navigation buttons. This is really all a mini cart needs — customers can click through to the cart page if they want more details.
It's also important to link the in-cart item to its product page — which Minaal does. Cart pages that don't allow for this create frustrating experiences for shoppers.
5. Provide information about free shipping
High shipping fees are the number one reason people abandon their shopping carts. Luckily, this is an easy fix — offer free shipping on orders over a certain amount and then nudge your customers toward that amount.
For example, Mindful Souls reminds you on their cart page that they offer free shipping anywhere in the USA for orders over $35.
You can see above that I’m only $5.03 away from free shipping, so I’m likely to add something to my order to get there.
Don’t just offer free shipping — actively persuade people to take advantage of it by reminding them about it.
6. Lead customers toward the checkout
The shopping cart page has many functions. It allows customers to see the order, change quantities, remove items, return to the product page, etc. But the main goal of the shopping cart page is to move customers to the next stage in the sales funnel: the checkout.
Take a look at how Burton uses design to nudge people toward that next step:
Burton has a black, white, and grey color scheme, which makes their blue checkout button stand out. A checkout button that contrasts your overall color scheme is a great practice.
The checkout button should be the only call to action above the fold. You can add product recommendations below, but don’t emphasize them — this will distract people from proceeding to the checkout.
Pro tip: the idea that a page can have many functions but one goal is the core of conversion-rate optimization. It’s a good principle to keep in mind.
Small changes for a big impact
Even a tiny increase in your conversion rate can add up to a significant amount of money over an extended period of time. It’s important to research best practices and apply them to each page you’re designing.
Design should be persuasive. Use it to guide the visitor through your site towards checkout. Know the next step you want visitors to take and lead them there.