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Improving the E-Commerce Cart conversion: 20 quick wins


Improving the conversion on the add-to-cart page of your E-Commerce Shop can significantly impact ROAS (Return on ad spend). We distilled 20 quick wins that you can apply immediately.

General tips

  1. Use urgency triggers, such as "Your items are reserved for 10 minutes" or "If you order in the next 12 minutes, the order will be shipped today," to encourage shoppers to complete their purchases.
  2. Inform shoppers how far they are from the threshold for free shipping or other discounts and encourage them to add more items to their carts if necessary.
  3. If a shopper has already reached the threshold for free shipping or other discounts, prominently highlight this on the cart page (e.g., with bold, green text).
  4. When shoppers return to your site, ensure that the items they placed in their carts are still there.
  5. Display all critical product information on the cart page, including the title, image, chosen variant, quantity, and price.
  6. Use the correct product image for the chosen product variant (e.g., if a shopper has selected a red dress, make sure the image displayed on the cart page is of the red dress).
  7. Ensure that the overall design of your cart page is clean and uncluttered.
  8. Allow shoppers to easily change the number of products in their carts and update the cart automatically.
  9. Make it simple for shoppers to remove items from their carts.
  10. Display the expected delivery day on the cart page to give shoppers an idea of when they can expect their orders to arrive.

Tips for your CTA Area

  1. Display the subtotal price prominently and near the primary CTA.
  2. Show estimated taxes to give shoppers a more accurate idea of the total cost of their orders.
  3. Near the primary CTA, inform shoppers how much they will save on their purchases.
  4. Make the primary CTA (e.g., "Proceed to a secure checkout") the most prominent element on the page and duplicate it at the top and bottom.
  5. In the primary CTA, include messaging that explains what will happen next (e.g., "Proceed to a secure checkout").
  6. Consider adding a lock icon on a distinctive background to the primary CTA to reassure shoppers about the security of their transactions.
  7. Display trust badges or seals (e.g., verified by Norton) below the primary CTA, along with reassuring copy like "Shop with confidence."
  8. Offer alternative payment options below the primary CTA, such as PayPal, Amazon Pay, or Google Pay.
  9. Display images of all available installment options (e.g., Klarna) with clear monthly payment and duration information, especially for more expensive products.
  10. Provide a secondary CTA "Continue shopping" button on the cart page.

A/B Testing

To determine which of these tips is most effective at improving the e-commerce conversion on your add-to-cart page, it is crucial to conduct A/B testing. A/B testing involves creating two versions of your cart page, with one version (the "A" version) serving as the control and the other (the "B" version) featuring a specific change or variation. You can then compare these two versions' performance to see which leads to higher conversion rates. This can help you identify which elements of your cart page are most impactful and guide your optimization efforts. It is recommended to test one change at a time to determine its impact on conversions accurately.

Here is a guide on how to do an A/B test on Codesphere.