Tis the season to discuss all things e-commerce and one of the most underutilized optimization opportunities that can potentially add some serious ROI to your bottom line – the shopping cart.
Shopping cart optimization is considered a highly strategic tactic as presenters Austin McCraw, Senior Editorial Analyst, MECLABS, and Jon Powell, Senior Manager of Research & Strategy, MECLABS, explained in one of our recent Web clinics on shopping cart optimization.
“It’s likely, depending on how many products you have, that your shopping cart might be the most visited page on your entire website,” Austin said. “If you can make a change to increase conversion in the shopping cart, then it will apply site wide.”
So to help you tweek your shopping carts, today’s MarketingExperiments blog post will share the six last-minute changes you can make to your shopping carts that Austin and Jon presented in the Web clinic “Optimizing Shopping Carts for the Holidays,” which you can use to aid your shopping cart optimization efforts.
First, before you explore the changes you can make, here are some key principles that were featured in the clinic:
- Effective tests are not simply designed to achieve a valid result, but a valuable result. The goal of a test is to get a learning, but some “learnings” are more strategic than others.
- Marketers must be able to identify where in the funnel is the greatest opportunity for optimization.
- For e-commerce companies approaching a holiday season, often the most opportune place for the increase is in the shopping cart for two reasons:
- Increased motivation levels
- Convergent funnel paths
Also, to help in getting this information to you faster, we’ve split up all the changes and direct linked to specific times in the hour-long Web clinic video replay when those topics are discussed.