Does your shopping cart scare your customer away?

Your customer is most anxious on your website when she’s reviewing her cart. The cart page shows the cart total for the items added and the basic price – but often doesn’t show the tax or shipping charges – thus begins the fear of the unknown.

Aside from price, the customer wants assurance that she’s getting what she wanted. For furniture, this is usually size and color, material, or wood finish at the very least.

Bad cart summary pages don’t provide enough detail:

bad cart

The customer is interested in a lot more information about the product.

good cart

Do not be vague. Without a thumbnail image it’s near impossible to figure out what type of bed and which finish she is going to receive if she makes the purchase.

Excellent cart pages show the sku, color, large thumbnail images, availability, tax and include a shipping calculator pre-checkout.

good cart 2

Reduce her anxiety on the cart page, and you’ll reduce cart abandoment.

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