Ten steps to the optimal shopping cart

When it comes to optimizing shopping baskets, it is important to take a close look at all stages of the shopping process related to the purchase. The Internet World Fair has compiled the most important steps for online retailers towards an optimal shopping cart.1. generate buying impulsesIf you offer an uninspired and user-unfriendly online store, you should not be surprised if the shopping baskets remain empty. A well-filled shopping cart is the result of all store optimization measures. These include the attractive design of the product pages with well-founded descriptions and high-quality item images, an accurate search function with a carefully selected hit list and transparency regarding shipping costs, return options and store certifications.2. address customers in a targeted mannerThe online equivalent of advice in bricks-and-mortar retail is the personalization of online stores. Those who know their customers, guide them unerringly through the range and recommend the right items do everything they can to make filling the shopping basket much easier.3. upselling - knowing howIf you succeed in convincing the customer of a higher-quality alternative to the item they are looking for, the consumer and retailer will ideally be equally pleased. There are a number of levers available for upselling. These range from the comparative presentation of alternative products on the item page to the sensible setting of shipping costs limits and the design of the hit list in the store search.4. set psychological incentivesConsumers act on impulses of all kinds: a voucher for the next purchase arouses desire, quantity discounts attract savers and the creation of an artificial shortage ("only 2 left in stock") awakens "must-have" instincts.5. supreme discipline of cross-sellingWhen it comes to optimizing shopping baskets, there is no way around cross-selling. This begins on the detail page, where product-related supplementary items or product bundles can be displayed, continues in the shopping cart, where the customer can be asked to complete their order with corresponding products, and remains an option in the after-sales process: anyone who receives an email a few days after the purchase with the offer to buy any missing accessories may appreciate this as a special service from the retailer.6 Don't lose focusUpselling and cross-selling are a good way for retailers to increase the number of orders and the size of the shopping basket. However, the customer, who may only be looking for a very specific product, must not be unnecessarily annoyed or even confused. Measures that increase the basket size should be perceived by the customer as added value and should never cause the consumer to lose focus.7. simple is effectiveProcesses and usability play a major role in bringing a well-filled shopping cart to completion. The customer should be able to check out in just a few steps, order as a guest and not be tortured with unnecessarily long loading times. The simpler and more user-friendly, the better! Features such as a cross-device shopping cart can also score points.8. prevent shopping cart abandonmentNothing is more annoying for a retailer than a customer who abandons their shopping cart shortly before making a purchase. If preventative measures are not enough, the purchase can ideally still be saved with exit-intent technology, for example.9. always give a second chanceA shopping cart abandonment does not have to be the last word. If you send the customer a reminder email a few days later, you may be able to revive the impulse to buy. Special discounts, vouchers or product recommendations can also be used to turn an abandoned shopping cart into a successful purchase after all.10 After the purchase is before the purchaseThe customer has successfully completed the shopping cart and the order is on its way. Now is the perfect time to create incentives for filling the next shopping cart. The retailer now knows their customer a little better and can address them with even more tailored offers. Additional accessories, consumables or corresponding products often meet the consumer's needs now.