We\u2019ve put together eight ecommerce A\/B testing ideas for the cart page you can implement right away and start reducing your store\u2019s cart abandonment rate.\u00a0<\/p>\n\n\n\n
1. Add a progress indicator bar to list the checkout steps and set clear expectations from the start<\/strong><\/h2>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Progress-Indicator-Foreo-1024x559.png\")
Image source<\/a> <\/figcaption><\/figure><\/div>\n\n\n\nUsers going through a long, complicated checkout process without knowing when it will end will most likely get frustrated and abandon the purchase.\u00a0<\/p>\n\n\n\n
This is why it\u2019s essential to let visitors know the exact steps they need to take in order to finish placing the order. It\u2019s all about usability. You should offer a seamless user experience throughout your entire website, let alone the checkout. Navigation should be intuitive and simple – visitors should be able to complete a task on your website fairly quickly without encountering difficulties.\u00a0\u00a0<\/p>\n\n\n\n
2. Reserve cart for a limited amount of time to create urgency and prompt users to act <\/strong><\/h2>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Asos-Reserve-Cart.png\")
Image source<\/a><\/figcaption><\/figure><\/div>\n\n\n\nSome people might think that fear of missing out is just a marketing fad – a buzz word that marketers like to use so they can impress their clients with their vast knowledge. But it\u2019s not. <\/p>\n\n\n\n
FOMO is in fact a real concept and it has its origins in cognitive psychology. It\u2019s considered to be one of the most common cognitive biases<\/a> that affect our daily lives and influence our decision making. In our case, we can use FOMO to prompt users to take a desired action.\u00a0<\/p>\n\n\n\nTest adding a widget on the cart page that reserves items for a limited time. For instance, ASOS tells users explicitly that they only have one hour to finalize the purchase.\u00a0<\/p>\n\n\n\n
Pressured by this deadline, people will checkout immediately because FOMO kicks in. What if they abandon the cart now with the thought of returning a few days later but the items will have been sold out by then? Or maybe they won\u2019t be available in their size or color of choice. FOMO urges buyers to take immediate action instead of abandoning the buying process.<\/p>\n\n\n\n
3. Display shipping costs, delivery time and returns policy<\/strong><\/h2>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Delivery-time-shipping-costs-Apple.png\")
Image source<\/a><\/figcaption><\/figure><\/div>\n\n\n\nFailure to offer clear information regarding shipping costs, delivery time and returns policy are some of the main reasons users abandon a purchase<\/a> before initializing the checkout process.\u00a0<\/p>\n\n\n\nI\u2019m sure that you\u2019ve already included all this information in your FAQ. However, you need to reiterate it throughout your website, especially on critical pages that represent crucial steps in the conversion funnel. <\/p>\n\n\n\n
As you can see in the example above, Apple lets customers know the delivery time, what\u2019s the nearest pickup point, and the shipping costs. This is one of the most promising A\/B testing ideas for the cart page you should seriously take into consideration if you are to start your own cart optimization process. <\/p>\n\n\n\n
4. Cross-sell items on the cart page <\/strong><\/h2>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Cross-sells-on-cart-Flat-Tummy.png\")
Image source<\/a><\/figcaption><\/figure><\/div>\n\n\n\nSuggesting related items on the cart page is a great way of boosting your AOV (Average Order Value), so it\u2019s definitely something worth testing. As you can see, Flat Tummy offers buyers the chance to achieve the best results by featuring products that can enhance the whole experience.\u00a0<\/p>\n\n\n\n
Each suggested product has an \u2018Add to Cart\u2019 button to make the process effortless and offer users the possibility to add more items to their order without leaving the page and browsing the \u2018shop\u2019 page again. <\/p>\n\n\n\n
5. Suggest a safe and reliable user experience by displaying third party trust badges <\/strong><\/h2>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Screenshot-2020-02-20T133946.541-1024x688.png\")
Image source<\/a><\/figcaption><\/figure><\/div>\n\n\n\nYou can\u2019t expect people to spend money on your website if they don\u2019t trust you. If you want to build a strong relationship with your customers, you need to work on credibility before anything else. There are multiple ways in which you can alleviate user anxiety. <\/p>\n\n\n\n
The most common practice is by displaying social proof, such as the number of happy customers, prestigious publications that have praised your brand, reviews or client testimonials, so on and so forth.\u00a0<\/p>\n\n\n\n
However, when it comes to checkout, we\u2019re discussing another type of trust. It\u2019s actually security. People need to know that it\u2019s completely safe for them to make payments on your website – that you won\u2019t hack their cards and empty their bank accounts.\u00a0<\/p>\n\n\n\n
Reassure people that they are protected and their data is not under threat by featuring trust seals on cart even before they enter the checkout process itself. It helps with putting their minds at ease and lays the foundation for a frictionless buying process.\u00a0<\/p>\n\n\n\n
6. Implement Express Checkout option with PayPal<\/strong><\/h2>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Watch-Outfitters-PayPal-on-Cart.png\")
Image source<\/a><\/figcaption><\/figure><\/div>\n\n\n\nNot every visitor wants or has time to create an account just to place an order on your website. You need to address the needs of every single customer and offer a variety of checkout possibilities for both new and recurrent customers.\u00a0<\/p>\n\n\n\n
Test implementing a PayPal Express Checkout button on your cart page to allow visitors to place an order without the hassle of creating an account beforehand.<\/p>\n\n\n\n
A study conducted by Braintree reveals that ecommerce stores with PayPal Express Checkout show a 47% higher conversion rate<\/a> <\/strong>than sites that don\u2019t have this option.<\/p>\n\n\n\n7. Display contact information to let users know they can reach out anytime<\/strong><\/h2>\n\n\n\n
Users going through a long, complicated checkout process without knowing when it will end will most likely get frustrated and abandon the purchase.\u00a0<\/p>\n\n\n\n
This is why it\u2019s essential to let visitors know the exact steps they need to take in order to finish placing the order. It\u2019s all about usability. You should offer a seamless user experience throughout your entire website, let alone the checkout. Navigation should be intuitive and simple – visitors should be able to complete a task on your website fairly quickly without encountering difficulties.\u00a0\u00a0<\/p>\n\n\n\n
2. Reserve cart for a limited amount of time to create urgency and prompt users to act <\/strong><\/h2>\n\n\n\nImage source<\/a><\/figcaption><\/figure><\/div>\n\n\n\nSome people might think that fear of missing out is just a marketing fad – a buzz word that marketers like to use so they can impress their clients with their vast knowledge. But it\u2019s not. <\/p>\n\n\n\n
FOMO is in fact a real concept and it has its origins in cognitive psychology. It\u2019s considered to be one of the most common cognitive biases<\/a> that affect our daily lives and influence our decision making. In our case, we can use FOMO to prompt users to take a desired action.\u00a0<\/p>\n\n\n\nTest adding a widget on the cart page that reserves items for a limited time. For instance, ASOS tells users explicitly that they only have one hour to finalize the purchase.\u00a0<\/p>\n\n\n\n
Pressured by this deadline, people will checkout immediately because FOMO kicks in. What if they abandon the cart now with the thought of returning a few days later but the items will have been sold out by then? Or maybe they won\u2019t be available in their size or color of choice. FOMO urges buyers to take immediate action instead of abandoning the buying process.<\/p>\n\n\n\n
3. Display shipping costs, delivery time and returns policy<\/strong><\/h2>\n\n\n\nImage source<\/a><\/figcaption><\/figure><\/div>\n\n\n\nFailure to offer clear information regarding shipping costs, delivery time and returns policy are some of the main reasons users abandon a purchase<\/a> before initializing the checkout process.\u00a0<\/p>\n\n\n\nI\u2019m sure that you\u2019ve already included all this information in your FAQ. However, you need to reiterate it throughout your website, especially on critical pages that represent crucial steps in the conversion funnel. <\/p>\n\n\n\n
As you can see in the example above, Apple lets customers know the delivery time, what\u2019s the nearest pickup point, and the shipping costs. This is one of the most promising A\/B testing ideas for the cart page you should seriously take into consideration if you are to start your own cart optimization process. <\/p>\n\n\n\n
4. Cross-sell items on the cart page <\/strong><\/h2>\n\n\n\nImage source<\/a><\/figcaption><\/figure><\/div>\n\n\n\nSuggesting related items on the cart page is a great way of boosting your AOV (Average Order Value), so it\u2019s definitely something worth testing. As you can see, Flat Tummy offers buyers the chance to achieve the best results by featuring products that can enhance the whole experience.\u00a0<\/p>\n\n\n\n
Each suggested product has an \u2018Add to Cart\u2019 button to make the process effortless and offer users the possibility to add more items to their order without leaving the page and browsing the \u2018shop\u2019 page again. <\/p>\n\n\n\n
5. Suggest a safe and reliable user experience by displaying third party trust badges <\/strong><\/h2>\n\n\n\nImage source<\/a><\/figcaption><\/figure><\/div>\n\n\n\nYou can\u2019t expect people to spend money on your website if they don\u2019t trust you. If you want to build a strong relationship with your customers, you need to work on credibility before anything else. There are multiple ways in which you can alleviate user anxiety. <\/p>\n\n\n\n
The most common practice is by displaying social proof, such as the number of happy customers, prestigious publications that have praised your brand, reviews or client testimonials, so on and so forth.\u00a0<\/p>\n\n\n\n
However, when it comes to checkout, we\u2019re discussing another type of trust. It\u2019s actually security. People need to know that it\u2019s completely safe for them to make payments on your website – that you won\u2019t hack their cards and empty their bank accounts.\u00a0<\/p>\n\n\n\n
Reassure people that they are protected and their data is not under threat by featuring trust seals on cart even before they enter the checkout process itself. It helps with putting their minds at ease and lays the foundation for a frictionless buying process.\u00a0<\/p>\n\n\n\n
6. Implement Express Checkout option with PayPal<\/strong><\/h2>\n\n\n\nImage source<\/a><\/figcaption><\/figure><\/div>\n\n\n\nNot every visitor wants or has time to create an account just to place an order on your website. You need to address the needs of every single customer and offer a variety of checkout possibilities for both new and recurrent customers.\u00a0<\/p>\n\n\n\n
Test implementing a PayPal Express Checkout button on your cart page to allow visitors to place an order without the hassle of creating an account beforehand.<\/p>\n\n\n\n
A study conducted by Braintree reveals that ecommerce stores with PayPal Express Checkout show a 47% higher conversion rate<\/a> <\/strong>than sites that don\u2019t have this option.<\/p>\n\n\n\n7. Display contact information to let users know they can reach out anytime<\/strong><\/h2>\n\n\n\n
Some people might think that fear of missing out is just a marketing fad – a buzz word that marketers like to use so they can impress their clients with their vast knowledge. But it\u2019s not. <\/p>\n\n\n\n
FOMO is in fact a real concept and it has its origins in cognitive psychology. It\u2019s considered to be one of the most common cognitive biases<\/a> that affect our daily lives and influence our decision making. In our case, we can use FOMO to prompt users to take a desired action.\u00a0<\/p>\n\n\n\n Test adding a widget on the cart page that reserves items for a limited time. For instance, ASOS tells users explicitly that they only have one hour to finalize the purchase.\u00a0<\/p>\n\n\n\n Pressured by this deadline, people will checkout immediately because FOMO kicks in. What if they abandon the cart now with the thought of returning a few days later but the items will have been sold out by then? Or maybe they won\u2019t be available in their size or color of choice. FOMO urges buyers to take immediate action instead of abandoning the buying process.<\/p>\n\n\n\n Failure to offer clear information regarding shipping costs, delivery time and returns policy are some of the main reasons users abandon a purchase<\/a> before initializing the checkout process.\u00a0<\/p>\n\n\n\n I\u2019m sure that you\u2019ve already included all this information in your FAQ. However, you need to reiterate it throughout your website, especially on critical pages that represent crucial steps in the conversion funnel. <\/p>\n\n\n\n As you can see in the example above, Apple lets customers know the delivery time, what\u2019s the nearest pickup point, and the shipping costs. This is one of the most promising A\/B testing ideas for the cart page you should seriously take into consideration if you are to start your own cart optimization process. <\/p>\n\n\n\n Suggesting related items on the cart page is a great way of boosting your AOV (Average Order Value), so it\u2019s definitely something worth testing. As you can see, Flat Tummy offers buyers the chance to achieve the best results by featuring products that can enhance the whole experience.\u00a0<\/p>\n\n\n\n Each suggested product has an \u2018Add to Cart\u2019 button to make the process effortless and offer users the possibility to add more items to their order without leaving the page and browsing the \u2018shop\u2019 page again. <\/p>\n\n\n\n You can\u2019t expect people to spend money on your website if they don\u2019t trust you. If you want to build a strong relationship with your customers, you need to work on credibility before anything else. There are multiple ways in which you can alleviate user anxiety. <\/p>\n\n\n\n The most common practice is by displaying social proof, such as the number of happy customers, prestigious publications that have praised your brand, reviews or client testimonials, so on and so forth.\u00a0<\/p>\n\n\n\n However, when it comes to checkout, we\u2019re discussing another type of trust. It\u2019s actually security. People need to know that it\u2019s completely safe for them to make payments on your website – that you won\u2019t hack their cards and empty their bank accounts.\u00a0<\/p>\n\n\n\n Reassure people that they are protected and their data is not under threat by featuring trust seals on cart even before they enter the checkout process itself. It helps with putting their minds at ease and lays the foundation for a frictionless buying process.\u00a0<\/p>\n\n\n\n Not every visitor wants or has time to create an account just to place an order on your website. You need to address the needs of every single customer and offer a variety of checkout possibilities for both new and recurrent customers.\u00a0<\/p>\n\n\n\n Test implementing a PayPal Express Checkout button on your cart page to allow visitors to place an order without the hassle of creating an account beforehand.<\/p>\n\n\n\n A study conducted by Braintree reveals that ecommerce stores with PayPal Express Checkout show a 47% higher conversion rate<\/a> <\/strong>than sites that don\u2019t have this option.<\/p>\n\n\n\n3. Display shipping costs, delivery time and returns policy<\/strong><\/h2>\n\n\n\n
4. Cross-sell items on the cart page <\/strong><\/h2>\n\n\n\n
5. Suggest a safe and reliable user experience by displaying third party trust badges <\/strong><\/h2>\n\n\n\n
6. Implement Express Checkout option with PayPal<\/strong><\/h2>\n\n\n\n
7. Display contact information to let users know they can reach out anytime<\/strong><\/h2>\n\n\n\n
![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Lulus-Contact-Info-on-Cart-1024x533.png\")