Inline Validation: Can It Improve Conversion?
Cart abandonment is one of the top concerns of online sellers, and one of the first areas of investigation when starting a conversion optimization effort. And what is the checkout process other than a series of forms to complete? Every form field presents an opportunity for human error, technical error or simply confusion and frustration. Though usability problems are not the sole culprit in cart abandonment, (some customers are comparing prices, want to save a cart for later, change their mind at the last minute, have fears of a site’s security, etc.), form design is under your control, and can be improved through design testing. Web forms often validate input only after the “Continue” or “Submit” button is clicked. In this case, the page …
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Shopping cart abandonment is an epidemic in online retailing, with some companies reporting that more than 60% of checkouts end without a conversion. Preventing even a relatively small percentage of these abandoned carts would significantly improve revenues and profits. While purchase price and shipping costs are the leading reported causes of...
Error-handling is one of the most often overlooked pieces of usability and conversion optimization. We can become so focused on cart button design, home page layouts, featured products, promotional offers, email subject lines and the like that we forget that the biggest points of friction are when the customer inputs something incorrectly in a...
The shopping cart page is a common place to showcase your current promotions. Not only is the shopping cart (typically) less visually cluttered than your home page, a visitor that views his or her cart summary is closer to becoming a customer than on any other page on your site, save the checkout process itself. You may have banners throughout...
Oneupweb has recently put out some interesting research which includes the top 10 consumer expectations that influence purchase decisions . Let’s take a closer look at these items: Pricing/shipping information clearly stated – 95.5% No surprises here, as several studies have found that “sticker shock” (the unexpected inflation...
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It’s Black Friday and the 2009 holiday season is “officially” underway. Retailers are hoping for higher online sales, but paradoxically, will most likely see higher-than-average rates of cart abandonment. SeeWhy , a company that tracks shopping cart abandonment rates, reports the average across industries in October 2009 was...
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A couple years ago I signed up for accounts at 87 of the top online retailer sites . I figured it was high time we revisited this topic, since most ecommerce sites use account registration and every sign up process I’ve seen has at least one area it can improve on. Registration Form Usability Tips 1. Always state benefits of signing up in...
In the early days of online commerce, systems for selling products online were simply referred to as “shopping cart software” and people were talking about adding a shopping cart functionality to existing web sites. Those days have come and gone, but a shopping cart is still a cornerstone of any ecommerce platform. This post will looks...
Though small, the call-to-action button (add to cart, begin checkout, continue, submit, etc) can have a major influence on conversion. The size, placement, color, wording and even shape matters, but you don’t know what’s optimal until you test variations of each variable. In a recent interview, conversion optimization legend Bryan...
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