8 Recommendations for Optimizing the Basket of an eCommerce Store

Users will throw baskets. It's unavoidable. The optimizer’s task is to create all the necessary conditions for the user to complete the purchase successfully. We give 8 recommendations. ”

How to prevent refusals from a purchase after a user has added an item to the cart? We offer 8 recommendations for optimizing your basket and placing your order.

Basket optimization: 8 recommendations and examples of global brands

1. Product Images

As a rule, after adding an item to the basket, the icon of the basket itself changes. An indicator of the number of added items appears on the basket. UX optimization experts recommend showing the user which products are in the basket. These may be small images of goods, as on the Bonobos website:

To enhance the effect, it is recommended to add an animation of images or the “place order” button. The fact is that a person instinctively reacts to movement. Animation will attract attention and will not let the user forget why he came to the site. The image of the product should clearly correspond to what the user added to the basket. This will make it easier to view and edit the contents of the basket.

2. The quality of the images on the product page

The product card must have a high quality image, this is not discussed. The lower the image quality, the higher the user's doubts. A high-quality picture shows the user exactly what he is buying. Poor quality images entail additional risk - frequent return of goods due to its inconsistency with the image on the site and user expectations.

The same Bonobos website offers high-quality images of goods, as well as enlarged images so that the user can view the fabric, pattern, seams, collar, buttons.

WE also recommends the use of 3D-visualization of images so that the user can view the product from all angles. If it’s not possible to implement 3D animation, add a few images showing the product from all sides.

3. Order summary

The user must clearly see how many products are added to the basket, in what quantity, for what amount, as well as the total amount of the order before he proceeds to place the order. It is important already at this stage to indicate the cost of delivery to the region, to warn the user about the minimum order amount (if one is installed on the site). It is also important to immediately apply all the discounts and promotions, if the condition is met (for example, for shares “buy 2, get the third as a gift). 59% of users say they are looking for summary information about an order before placing it.

The total amount that does not meet the user's expectations, the absence of the promised goods on the list become a frequent reason for rejection of goods in the basket.

Using the Disney Store website as an example, you can see how many products are added to the cart, shipping costs, total order amount:

4. Editing the order in the basket

The basket should enable the user to change the order: remove products, reduce or increase the quantity, change the color of the selected model, size, as in the magic of Nike Store.basket optimization

If the user does not have the opportunity to edit the selected products in the basket, but must return to the catalog to add the desired color or size again, then the likelihood that the user will completely refuse the purchase is increased.

5. Options “save” and “add to wishlist”

Another important option that should be present in the basket. The ability to add the selected product to the wish list or save it in the basket to return to it the next time you visit the site increases the likelihood of completing a purchase, albeit after a while.

Moreover, adding to the wish list gives another opportunity to receive the client's email (suggest the client send his wish list to the mail). Here's how it is implemented on the Juicy Couture website:

6. Ratings and product reviews

Product ratings and user reviews are the strongest evidence of reliability for a potential buyer. 70% of users read customer reviews before ordering, and trust in reviews is 12 times higher than in product descriptions on the site.

Users rely on customer reviews to determine the quality and relevance of the product before purchase. But not all reviews are equally helpful. Users have long learned to distinguish real reviews from ordered ones.

In order for product reviews and ratings to give the desired effect, it is important:

average product rating

indication of the total number of ratings

positive, negative, neutral reviews

manager responses to user reviews

links to reviews, reviews on third-party resources

7. Social evidence

It is also important to use other social evidence tools. The easiest buttons are social networks. Like and repost counters have a positive effect on the subconscious, indicating that many people liked this product.

A more difficult option is to find opinion leaders (popular bloggers with a large number of YouTube subscribers, independent experts trusted by users) and offer a product for review.

8. Links to Q&A and Warranty pages

Most assessors often note a complete lack of information about the guarantee, return, exchange of goods of inadequate quality. This reduces confidence.

The user may have a question about delivery, return, exchange, warranty conditions already in the basket itself. If the user is forced to leave the basket in search of information of interest, then he may simply not return.

Place links to these sections in the basket so that the client does not lose time searching, but receives information here and now. To prevent the user from leaving the page, implement pop-ups containing basic information from these sections.