Shopping Cart Design that Minimizes Shopping Cart Abandonment

Forrester Research says that 59% of items that are added to an online shopping cart are abandoned. Companies like Jos A. Bank Clothiers Inc. has spent countless hours analyzing shopping cart abandonment and have re-coded their shopping platforms to decrease shopping cart abandonment. They modified their checkout pages from 5 to 3 pages; they added the cart profile to all their pages so the shopper could see all items in their cart versus having to view a separate cart page, and they eliminated their navigation system in their checkout pages. These few changes reduced their shopping cart abandonment by 4% to 8%. They are also still testing their related products offerings to see if that can increase their average ticket price.

With a 59% shopping cart abandonment rate smart e-tailers are focusing on ways to turn those shoppers into conversions by testing and modifying their systems to better serve their customers. By doing this they are getting to keep the users that are already on their site ready to spend their money.