The cart page of any e-commerce website is crucial in the customer’s decision to complete the order. In this stage of the sales funnel, you already know visitors like your online shop because they’ve chosen the products and placed them in the shopping cart. So, focus on making the check out process as simple as possible.
Begin optimization with A/B Testing on cart page.
As I have mentioned in a previous article, every A/B Test must be based on a good hypothesis. And a good hypothesis comes from a detailed analysis of statistical data and customer input.
So, just to recap, before launching any testing experiment, make sure to check the data from a web analytics software because it will help you identify the elements and the things that are not performing at their best version. Check the main pages of your e-commerce website and investigate the source of the anomalies you encounter. Also, consider the customer voice as a great input in the data analysis phase of the conversion rate optimization process. In this way, customer’s opinions are revealed, and you can optimize the e-commerce store according to their preferences.
Get the data, track the numbers and design testing hypothesis. Any modification to the shopping cart should be based on analysis, due to its sensitive aspect. So, make sure the check out process remains secure, no matter what changes you’re testing.
One way to see if you’re A/B Testing experiment is working flawless is to preview the test before launching it live and go step by step on the check out to discover any possible issue. The main purpose of A/B Testing on a cart page is to persuade customers to place an order and finalize the check out procedure. Once they’ve passed this sales funnel stage, all efforts must be directed to loyalize buyers, make them come back on your e-commerce website, buy products and recommend the business to others.
So, considering this main aspect, it is very important to pay attention to every single detail of the A/B Test on the cart page and the check out because you do not want to negatively influence the conversion rate. The worst case scenario happens when a variation is not working properly, and an SSL security warning scares out the customers. The result? The cart abandonment rate increases because shoppers do not want to use an unstable paying system and abandon the check out.
You might think it is not easy to do A/B Testing on cart pages since you have to add at least one specific product on the shopping cart to set up an experiment. Until now, it was almost impossible to run experiments on dynamic shopping cart. But, with Omniconvert, you do not have to worry about that. You do not need to have any programming skills to implement the experiment, just the testing idea and no more than 5 minutes.
To help marketers and e-business owner to design A/B Testing experiments on cart pages, I’ll show how to create an A/B Test with Omniconvert and I’ll give a list with useful testing ideas for the shopping cart page and the check out procedure.
Have a look on how to make the best of the shopping cart page of an e-commerce website using Omniconvert, by easily designing A/B Testing experiments.
Firstly, select any product from your website and add it in the shopping cart. Now, in the cart page, right click the page and select “View Source”. Select the source code and copy it.
Secondly, go to the app’s dashboard and begin a “New Experiment”. Then, “upload your own HTML code” as seen in the following screen shot:
All you have to do now is to paste the source code and click on “Load source code”:
Follow the next steps of the A/B Testing experiment, save it and set it active! Remember to make sure everything is going perfectly! And that’s it! You got your own A/B Test on the dynamic cart page! Well done!
If you’re in a lack of inspiration, read the following part of this article where I’ll present a list of things you can test on the cart page.
- Call-to-action buttons
As you have read above, in this phase, customers just want to check out fast and place an order using a secure payment system. So, there’s no need to complicate this page with unnecessary links and buttons. Make it as simple as you can!
When it comes to testing the CTA buttons there are 3 main things to consider: colour, text (copywriting) and the button’s page placement.
Place the CTA to the top and the bottom of the page. There’s no general rule and assessment that this will bring incredible results, but that’s exactly why you need to test it: to see which version brings more conversions. Usually, if the CTA is placed above the fold, it is easier for customers to see it. The less time they spend searching the CTA button, the faster they will convert.
In conversion rate optimization, best practices suggest that red or green button perform better than other. But, what if a green CTA does match the design of your e-commerce website? What should you do? Change the entire design so that it would match the CTA? Absolutely not! Do not take best practices for granted and always personalize them according to the needs of your website.
You can easily differentiate the CTA buttons using different colours. If you have two buttons side by side, change one’s colour to visually separate them. To avoid the possibility to click the wrong button, add some space between them.
The same thing stands for the copywriting on the CTA button. There is not a standard formula to increase conversions. You have to test different versions to identify the one your customers prefer more.
- Credibility indicators
Assure customers they are buying in a secure way and that no personal details and credit card information will be revealed. The point of action assurances is designed to increase trust in your brand and the payment method. So, test secure shopping certificates, VISA, Amex, Mastercard, etc. logos. Also, test if using validation checks for every field has any impact on customers.
Allow customers to save products for later. Whittling down products they want to buy later is a common practice among customers. So, why not giving them this opportunity and see if they like it?
One great advantage of using wishlists is that you can use email marketing to persuade shoppers to order the selected products. Send them reminders and maybe a discount if they order within 24 hours. Time pressure is a quick way to trigger shoppers to buy faster.
- Promotions and offers
Let customers know how much money they are saving with your promotions and offers. You can encourage shoppers to buy the product on sale, by showing them the previous price. They will be more willing to buy and feel much more comfortable ordering items at lower prices.
So test a “You saved X$” or a “Was X$, now it’s Y$” section on the cart page.
- 24/7 customer support
Customers might have questions regarding the check out procedure. Provide as many customer support methods as you can. Include a visible phone number and consider a live-chat.