{"id":111826,"date":"2023-03-30T15:52:19","date_gmt":"2023-03-30T15:52:19","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/shopping-cart-optimization\/"},"modified":"2026-09-02T18:45:47","modified_gmt":"2026-09-02T13:15:47","slug":"shopping-cart-optimization","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/shopping-cart-optimization\/","title":{"rendered":"10 Best Practices for Shopping Cart Page Optimization"},"content":{"rendered":"<div class=\"insert-light-blue-background\">\n<p>Did you know that <strong>70% of online shoppers abandon their carts<\/strong>?<\/p>\n<p>According to the <a href=\"https:\/\/baymard.com\/lists\/cart-abandonment-rate\" target=\"_blank\" rel=\"noopener\">Baymard Institute<\/a>, this number comes from an in-depth analysis that benchmarked 48 different studies on <a href=\"https:\/\/wingify.com\/resources\/\" target=\"_blank\" rel=\"noopener\">shopping cart abandonment rates<\/a>.<\/p>\n<p>This may not come as a surprise for experienced e-marketers, but the truth is that 7 people out of 10 will actually abandon their cart and end their shopping journey without making a purchase.<\/p>\n<p>This is clearly a lot of lost revenue. So, how can you bring that percentage down?<\/p>\n<p>This article aims to answer that question. We will cover best practices to help you <strong>diminish the abandonment rate<\/strong> and <strong>optimize your e-commerce shopping cart page for conversions<\/strong>.<\/p>\n<\/div>\n<h2>Adopt clear UX parameters for shopping cart optimization<\/h2>\n<p>First of all, let\u2019s start with a firm foundation. Your shopping cart page should adopt a clear, simple, and fast UX. This simple 3-step formula (CSF) is the cornerstone of any successful cart page:<\/p>\n<ul>\n<li><strong>Clear<\/strong>\u00a0\u2013 There should be nothing messy, concerning, or misleading about your cart page. It should ideally display all the important information on a single page without the need to scroll too far or visit any other page.<\/li>\n<li><strong>Simple<\/strong>\u00a0\u2013 Your cart page should display all the information using comprehensible, crystal-clear language and a design that leaves no room for misunderstanding.<\/li>\n<li><strong>Fast<\/strong>\u00a0\u2013 The more time visitors spend on your cart page, the more likely they will leave it. If you apply the first two critical elements (simple+clear) to your page, the resulting cart page experience should also be fast.<\/li>\n<\/ul>\n<p>As there are many elements on your page that you can optimize and run tests on to find the best solution, it\u2019s important to follow this CSF framework for harmony.<\/p>\n<p><em>Want to get started on A\/B testing for your shopping cart page?<\/em> <a href=\"https:\/\/abtasty.com\" target=\"_blank\" rel=\"noopener\">Wingify<\/a> is a great example of an A\/B testing tool that allows you to quickly set up tests with low code implementation of front-end or UX changes on your web pages, gather insights via an ROI dashboard and determine which route will increase your revenue.<\/p>\n<p>Knowing these 3 crucial elements, it\u2019s high time we dive into our <strong>10 best practices for e-commerce shopping cart pages<\/strong>.<\/p>\n<h2>10 best practices for your shopping cart pages<\/h2>\n<h3>1. Create a detailed product summary<\/h3>\n<p>Just moments before your visitors proceed to checkout, they\u2019ll land on your cart page which has one sole mission: <strong>lead your visitors to actually pay<\/strong>.<\/p>\n<p>For most e-commerce buyers, the cart is a page used to review their order.<\/p>\n<p>In order to help them do so, your mission is to <strong>clearly display all the relevant information regarding the product<\/strong>.<\/p>\n<p>Below is a great example of a check-out page from ASOS that includes all the necessary details for a clear and easy review. Users know exactly which product they will purchase as well as the color, size, and quantity.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-17332 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/shopping-cart-detailed-product-summary.jpg\" alt=\"Detailed product summary on shopping cart page\" width=\"1200\" height=\"764\" \/><\/p>\n<p>When crafting your cart page, be sure to follow this example and include these elements:<\/p>\n<ul>\n<li>Item thumbnail<\/li>\n<li>Exact name<\/li>\n<li>Item specifications (size, power, capacity, memory, features\u2026)<\/li>\n<li>Quantity of items in cart<\/li>\n<li>Item color<\/li>\n<\/ul>\n<p>Having all these elements shown to your customers allows them to quickly review their order and have confidence in their purchase.<\/p>\n<p>Including all relevant details will decrease the percentage of cart abandonment that is typically caused by the lack of precise information.<\/p>\n<h3>2. Choose a clear, user-friendly color code<\/h3>\n<p>There have been many studies about the psychology behind colors. However, there\u2019s no single answer on which color will fit all websites and solve all abandonment rate problems.<\/p>\n<p>One thing that we do know for sure is that visitors love harmony and clear designs when it comes to UX.<\/p>\n<p>Let\u2019s look at the luxury shoe brand Jimmy Choo. For their check-out page, they kept a simple design by using a black button that clearly stands out, making it straightforward to click.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-17333 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/shopping-cart-color-theme.jpg\" alt=\"Clean color code on shopping cart page\" width=\"1200\" height=\"693\" \/><\/p>\n<p>Famous shoe-maker Jimmy Choo uses an elegant yet efficient black and white color code in order to clearly display the information on the cart page.<\/p>\n<p>Notice that the checkout button efficiently stands out as the only black button on the page, making it extremely straightforward to click it.<\/p>\n<h3>3. Display explicit and detailed information about shipping and returns<\/h3>\n<p>What is the number one reason behind shopping cart abandonment in the US? Hidden shipping costs.<br \/>\nOnline buyers despise hidden and last-minute shipping costs. As you can see in the image below from Baymard\u2019s study, it\u2019s by far the most popular reason for cart abandonment compared to others.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-112637\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/cart-abandonment-stats.webp\" alt=\"cart-abandonment-stats\" width=\"2400\" height=\"1593\" \/><\/p>\n<p>Displaying transparent shipping and return policies is a key factor in enhancing conversion and gaining customers\u2019 trust.<\/p>\n<h3>4. Craft clever information hierarchy and non-competing CTAs<\/h3>\n<p>Information hierarchy is the structure used to display and rank information according to its importance.<\/p>\n<p>While designing cart pages, pay attention to the logic behind buttons, columns and titles as they will heavily influence the users\u2019 perception.<\/p>\n<p>You can use various colors in your CTAs (preferably matching your brand) although we recommend a maximum of 3-4 colors at a time.<\/p>\n<p>Colors do help you gain visitors\u2019 attention, so use them wisely:<\/p>\n<ul>\n<li>Highlight important information<\/li>\n<li>Use a distinct color to distinguish the CTA<\/li>\n<li>Use lines or columns to structure your page<\/li>\n<\/ul>\n<p>In the image below, Zappos, a USA-based shoe marketplace, does a great job of providing an efficient and clean shopping experience.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-17337 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/shopping-cart-information-hierarchy.jpg\" alt=\"Shopping cart page with clear information hierarchy\" width=\"1200\" height=\"1073\" \/><\/p>\n<p>The shopping cart page skillfully <a href=\"https:\/\/wingify.com\/blog\/customer-journey-map\/\" target=\"_blank\" rel=\"noopener\">guides customers through the buying journey<\/a>; we appreciate the neat layout emphasized by a simple 3-step color code (orange=very important; blue=important; grey=secondary).<\/p>\n<h3>5. Deploy payment options that your users love<\/h3>\n<p>Having different payment options is a necessity in today\u2019s ultra-competitive e-commerce environment.<\/p>\n<p>If you run an international e-commerce store, bear in mind that payment methods differ from one country to another: what\u2019s used in North America isn\u2019t necessarily the same as in Europe or in Asia.<\/p>\n<p>To combat this, try to redirect customers based on their IP location to offer them a <a href=\"https:\/\/wingify.com\/personalization\/\" target=\"_blank\" rel=\"noopener\">personalized experience<\/a> based on the local currency and their preferred payment methods.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-17330 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/shopping-cart-payment-options.jpg\" alt=\"Various payment options on shopping cart page\" width=\"2414\" height=\"1542\" \/><\/p>\n<p>In the image above, Adidas provides 6 different payment methods including Paypal, VISA and Apple Pay. This is an absolute necessity for large and global stores.<\/p>\n<h3>6. Show security seals and reassuring elements<\/h3>\n<p>In the same report from Baymard, the lack of trust in the payment accounted for 18% of abandoned cart rates. Trust seals, or trust badges, are very important to show your users that your site is legitimate.<\/p>\n<p>In fact, they actually matter more than peer recommendations or trustworthy design. According to Baymard, here are the badges that give visitors the highest perception of a safe and secure site:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-112641\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/trust-seals-online-payments-1.jpg\" alt=\"trust-seals-online-payments\" width=\"1760\" height=\"1056\" \/><\/p>\n<h3>7. Offer phone, chat or email assistance<\/h3>\n<p>Displaying a clear contact number and address details can impact your user\u2019s level of trust. Shoppers want to make sure that your business is legitimate and not an online scam.<\/p>\n<p>Furthermore, your visitors want to feel that there are actual humans behind your website.<\/p>\n<p>Offering a live chat or phone assistance service right on the cart page is a great option to gain customers\u2019 trust, legitimize your business and humanize your brand identity.<\/p>\n<p>Wondering how to design your chatbox? Take a look at Victoria\u2019s Secret\u2019s page in the image below. They have chosen their most vibrant color, pink, to increase their call-to-action visibility.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17335 size-large\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/shopping-cart-victoria-secret-857x1024.jpg\" alt=\"Live chat integration on shopping cart\" width=\"800\" height=\"956\" \/><\/p>\n<h3>8. Add a \u201ccontinue shopping\u201d option<\/h3>\n<p>A \u201ccontinue shopping\u201d option is a smart way to offer your visitors a way to abandon their cart without leaving your website. They\u2019ll have the freedom to continue browsing after they\u2019ve already added items to their cart.<\/p>\n<p>As some online shoppers actually use carts as \u201cwishlists,\u201d they can store items that they intend on purchasing later on.<\/p>\n<h3>9. Display legible thumbnail images<\/h3>\n<p>There\u2019s nothing more annoying than a tiny thumbnail that barely helps to identify a product.<\/p>\n<p>When customers review a product, you should give them the opportunity to see it correctly in a convenient size and resolution on both <a href=\"https:\/\/wingify.com\/resources\/7-tips-for-your-mobile-optimization-strategy\/\" target=\"_blank\" rel=\"noopener\">mobile<\/a> and desktop.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-17331 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/shopping-cart-product-picture.jpg\" alt=\"Live chat integration on shopping cart\" width=\"1200\" height=\"825\" \/><\/p>\n<p>In the image above, Apple makes it very easy to distinguish the chosen product. The image used is bright and clear. Their customers will be absolutely certain that they\u2019ve got the right item in their bag.<\/p>\n<h3>10. Push complementary products<\/h3>\n<p>Offering complementary product recommendations, or cross-selling, is nothing new in the e-commerce world.<\/p>\n<p>However, displaying complementary products inside the shopping cart page is something worth testing if it could bring you a higher AOV.<\/p>\n<p>For more testing ideas, check out our e-book: <a href=\"https:\/\/wingify.com\/resources\/50-website-optimization-tests\/\" target=\"_blank\" rel=\"noopener\">50 Tests You Should Know For Website Optimization<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-17336 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/shopping-cart-complementary-products.jpg\" alt=\"Complementary products displayed on shopping cart page\" width=\"1200\" height=\"1021\" \/><\/p>\n<h2>Why optimize your shopping cart page?<\/h2>\n<p>An optimized shopping cart page is <strong>crucial to sales<\/strong>.<\/p>\n<p>The shopping cart page is the last step your visitors take before their purchase. In this step of their <a href=\"https:\/\/wingify.com\/blog\/building-customer-journey-maps\/\" target=\"_blank\" rel=\"noopener\">digital user journey<\/a>, it\u2019s important to ease customer concerns in any way possible and promote a seamless checkout flow.<\/p>\n<p>Every online e-commerce should be testing different elements of its cart page to find what works best for <strong>converting passive visitors into active customers<\/strong>.<\/p>\n<p>Read more: Go one step further and improve your <a href=\"https:\/\/wingify.com\/blog\/successful-ecommerce-product-page\/\" target=\"_blank\" rel=\"noopener\">e-commerce product page performance<\/a> to push your visitors to the cart page.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how to optimize your shopping cart page  and reduce shopping cart abandonment with best practices from top e-commerce websites.<\/p>\n","protected":false},"author":1435,"featured_media":115098,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10806,10807],"tags":[10809],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-111826","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-optimization","category-e-commerce","tag-e-commerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - 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