How to Create a Good Online Shopping Experience Part 2: Shopping Cart and Checkout Process

In part 1 of our two-part feature, we studied the best ways to develop a good product page. Creating a user-friendly product page is beneficial but the following steps have even more impact. Your user will expect to easily be able to add various products to his virtual shopping cart and for the checkout process to be simple and functional. Successfully implementing these functions will encourage customer loyalty and trust.

• Display your user’s shopping cart within the product page. Don’t make your user go back and forth between product pages and his shopping cart. Consider displaying an integrated mini-cart.

Abercrombie.ca has an integrated mini-cart that pops up each time a product is added.

• Update the shopping cart in real time. As soon as a product is added, the shopping cart as well as the total cost should automatically be updated.
• Don’t force your user to register. Although obtaining your customer’s profile is really useful for your statistics, offering a smooth online shopping experience is the primary goal. You can provide incentives to register (additional warranties, updates on sales, special offers and more) but don’t force it onto your customer.
• Keep the checkout process short. The fewer steps the shopper has to take to complete his purchase, the less likely he will be to abandon.
• Display a checkout progress meter. If checking out requires multiple steps, make sure the total number steps is mapped out throughout the process, identifying each current step along the way.

Unetee.com doesn’t force their customers to register but they do provide incentives to do so.

• Offer various shipping options. Some customers may have had a bad experience with a specific carrier. Provide options so that your customer may choose his preferred shipping method.
• Show delivery options and prices before having to complete all checkout forms. There is nothing more frustrating then having to complete all forms just to find out how much the shipping fees are.

Monoprice.com provides shipping fees before having to fill any forms.

• Offer various payment options. Provide several payment options to your customer (Paypal, Google Checkout, credit card or check). Display them early in the process before having your user complete all the required forms.

Buy.com offers several payment methods in addition to the usual credit card options.

• Provide a link to your store policies. Also, display an overview of the most important elements, such as the return policies and the warranties. It’s usually what your customer will be looking for.
• Reassure your customer. Make him know your site is secure by certifying your site with a credible company such as Verisign. Display these safety badges at the beginning of the checkout process and close to the payment fields.
• Save your customer’s information. Save your customer’s shopping cart contents and profile information should he want to complete his purchases at a later time.
• Email the receipt to your customer. Always send a proof of purchase to your customer by email.
• Provide a reference number. Customers like to have this in case anything goes wrong. Include it in the email.
• Provide good customer service. Should something go wrong, you have to find a way to turn a potentially discouraged online shopper into a satisfied customer.

This concludes our feature on how to design a good shopping experience. Have you ever had an awful online shopping experience? What are your favorite online shopping sites? Discuss below in the comments!

Suggested Reading

• How to Create a Good Online Shopping Experience Part 1: Product Page Design
  
• 11 tips on creating great user experiences

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