Just read an interesting article by Jonathan Crossfield over at Net Registry.

Here’s an overview of 10 common shopping cart mistakes to look out for in 2009.

1. Overcomplicating the process

Keep your shopping cart and checkout process to as few clicks as possible to reduce risk of customers backing out of the purchase.

2. Using a “Buy” button instead of “Add to Cart”

“A good shopping cart should encourage multiple sales within the one transaction. Using a shopping cart button that prompts the customer to ‘Buy’, rather than simply ‘Add to Cart’, puts the sales pressure at the wrong ends of the transaction.”

3. Forcing the customer to finalise payment too early

You risk missing out on multiple sales and up-sells if you finalise the payment too early.

4. Failing to have shipping costs up front

Outlining shipping costs upfront will reduce drop out rate. Think about all the information the customer requires to make an informed decision and provide that information early on in the process.

5. Not discounting postage on multiple purchases

Show discounts on multiple purchases – if a customer knows that shipping won’t be a cost factor to consider you’ve just removed a reason to not purchase and encouraged your customer to buy more.

6. Requiring registration before accessing the cart

“Don’t restrict your customers from creating the desire to purchase your products. If you force a customer to register before being able to place an item into a shopping cart, you run the risk of driving them away. Allow them to see the savings, play with the combinations, experience your combined shipping discounts and fantasise about buying your wonderful things. Only require registration when they are finalising their transaction.”

7. Forgetting GST variables

Take into consideration who will be purchasing from you and know the legal requirements involved – E.g. in Australia you must illustrate the GST amount on the invoice.

8. Inflexibility

Consider the limitation and scaleablity of your current e-commerce solution.

9. Requiring complex written instructions to use

Your shopping cart should be intuitive to use.

10. Out of stock

If an item is out of stock, let your customer know early in the checkout process.

You can read the full article here.

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1. How to sell physical products through your website
2. How to Boost Your Online Sales in a Downturn
3. Online business law with Kay Lam-Beattie
4. 22 Tips to Quickly Improve your Online Marketing Results by Freestyle Media

Filed under: Do good business online, Tips, eCommerce