{"id":12073,"date":"2018-09-26T04:23:30","date_gmt":"2018-09-26T09:23:30","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=12073"},"modified":"2018-09-26T04:23:30","modified_gmt":"2018-09-26T09:23:30","slug":"e-commerce-shopping-cart-pagess","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/e-commerce-shopping-cart-pagess\/","title":{"rendered":"Shopping Cart Best Practices &#8211; An analysis Of Top 200 E-commerce Websites"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 10<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">Sometimes, <a href=\"https:\/\/www.invespcro.com\/cro\/\">CRO<\/a> gets you in a rut, and you need inspiration. And what best way to attain that inspiration than through actual implementations done on other sites? But where to look, who to look at, and how to get that information? Well, we\u2019ve carried the brunt of the work for you! We conducted research on over 500 SAAS and e-commerce sites to develop some great resources for you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The greatest perk for all of these articles is that we provide you with <\/span><a href=\"https:\/\/offer.invespcro.com\/websites-x-rayed-series\/\"><span style=\"font-weight: 400;\">a lead magnet to the library of screenshots we took of all these companies<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>Before we jump into our analysis, I recommend reading about the different <a href=\"https:\/\/www.invespcro.com\/blog\/e-commerce-abandonment-rates\/\">abandonment rates an e-commerce site suffers from<\/a>. You can also see our detailed guide on crafting <a href=\"https:\/\/www.invespcro.com\/blog\/abandoned-cart-emails-using-psychological-principles-to-influence-customers-decisions\/\">cart abandonment emails<\/a>.<\/p>\n<p><span style=\"font-weight: 400;\">The first article is a comparison of shopping cart pages of 200 different <a href=\"https:\/\/www.invespcro.com\/blog\/ecommerce-websites-design-8-essential-elements-of-successful-category-pages\/\">e-commerce websites<\/a>. We evaluated a various number of elements on these different cart pages:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The pricing summary<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Checkout button(s) placement<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Top navigation present or not<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sales price display<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Alternative payment methods present or not<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Assurance centers (secure pay and such) present or not<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Cross-sells present or not <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Promotional banner<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Here are some interesting shopping cart pages statistics that we found and will elaborate on throughout the article:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">88% of carts evaluated<\/span><span style=\"font-weight: 400;\"> have the top navigation inside the cart page<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">35% of carts didn\u2019t include the sale price next to the line item of the product<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">37% of carts have \u201c<a href=\"https:\/\/www.invespcro.com\/blog\/optimizing-for-trust-how-to-create-a-high-converting-website\/\">trust<\/a> icons\u201d or an \u201cassurance center.\u201d<\/span><\/li>\n<\/ul>\n<h2><b>Pricing summary placement<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The placement of the <a href=\"https:\/\/www.invespcro.com\/blog\/ecommerce-websites-design-8-essential-elements-of-successful-category-pages\/\">pricing<\/a> summary and the primary CTA (usually proceed to checkout) is very important. We observed that the majority of the 200 companies placed the pricing summary on the right side of the page. \u00a0Other companies placed it directly below the product(s) listing. In all cases, the primary <a href=\"https:\/\/www.invespcro.com\/blog\/your-complete-guide-to-call-to-action-button-plus-a-bonus-with-free-200-effective-cta-buttons\/\">CTA<\/a> was always right below the pricing summary.<\/span><\/p>\n<p><strong>47% of companies place the pricing summary under the product listing. Below are some examples: add the order summary under the product information:<\/strong><\/p>\n<div class=\"blog_img\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-12078 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image18.jpg\" alt=\"\" width=\"680\" height=\"368\" \/><\/div>\n<p><img decoding=\"async\" class=\"size-full wp-image-12077 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image2-2.jpg\" alt=\"\" width=\"680\" height=\"500\" \/><img decoding=\"async\" class=\"size-full wp-image-12079 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image61.jpg\" alt=\"\" width=\"680\" height=\"838\" \/><\/p>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12080 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image19.jpg\" alt=\"\" width=\"680\" height=\"802\" \/><\/div>\n<\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12081 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image72.jpg\" alt=\"\" width=\"680\" height=\"606\" \/><\/div>\n<p><strong>Of the 200 carts evaluated, 48% place the pricing summary on the right side of the page. <\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12082 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image53.jpg\" alt=\"\" width=\"680\" height=\"414\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12083 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image15.jpg\" alt=\"\" width=\"680\" height=\"612\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12086 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image36.jpg\" alt=\"\" width=\"680\" height=\"717\" \/><\/div>\n<\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12084 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image9.jpg\" alt=\"\" width=\"680\" height=\"464\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image14.jpg\" alt=\"\" width=\"680\" height=\"416\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><strong>Only \u00a02.5% of carts place the pricing summary on both the top and bottom of the product listing. <\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image52.jpg\" alt=\"\" width=\"680\" height=\"1097\" \/><\/div>\n<h2><b>Primary Call to Action<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">We noticed throughout our research that the majority of cart pages are simple and reduce unnecessary clutter. That\u2019s definitely why CRO for e-commerce is becoming challenging. <a href=\"https:\/\/www.invespcro.com\/blog\/usability-design-for-a-better-user-experience\/\">Usability<\/a> issues on sites are mainly non-issues. So unless a CRO understands how to make a site more compelling and engaging and is involved in multiple projects for a site, there will be few improvements made to the site.<\/span><\/p>\n<p><strong>Ultimately, 2 vs. 1 primary CTA (or Proceed to checkout) on a cart page is a minor change, but definitely, something we thought was interesting. Of the 200 carts evaluated, 54.5% used just one CTA.<\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12088 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image57.jpg\" alt=\"\" width=\"680\" height=\"561\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image67.jpg\" alt=\"\" width=\"680\" height=\"628\" \/><\/div>\n<\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12089 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image3.jpg\" alt=\"\" width=\"680\" height=\"579\" \/><\/div>\n<\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12093 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image44.jpg\" alt=\"\" width=\"680\" height=\"569\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12092 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image10.jpg\" alt=\"\" width=\"680\" height=\"681\" \/><\/div>\n<\/div>\n<p><strong>While 43% of carts used two <a href=\"https:\/\/www.invespcro.com\/blog\/your-complete-guide-to-call-to-action-button-plus-a-bonus-with-free-200-effective-cta-buttons\/\">CTAs<\/a>:<\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12095 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image51.jpg\" alt=\"\" width=\"680\" height=\"501\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12094 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image4.jpg\" alt=\"\" width=\"680\" height=\"360\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12096 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image50.jpg\" alt=\"\" width=\"680\" height=\"859\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12097 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image32.jpg\" alt=\"\" width=\"680\" height=\"575\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12098 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image40.jpg\" alt=\"\" width=\"680\" height=\"464\" \/><\/div>\n<\/div>\n<p><strong>Interestingly, 2.50% replaced the typical CTA with the login or guest checkout options. Creative!<\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12099 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image26.jpg\" alt=\"\" width=\"680\" height=\"441\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12100 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image37.jpg\" alt=\"\" width=\"680\" height=\"480\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12101 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image6.jpg\" alt=\"\" width=\"680\" height=\"537\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12102 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image31.jpg\" alt=\"\" width=\"680\" height=\"367\" \/><\/div>\n<div><\/div>\n<\/div>\n<h2><strong>Top Navigation<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Typically, removing an element such as top <a href=\"https:\/\/www.invespcro.com\/blog\/design-it-right-how-to-create-an-effective-website-navigation-even-if-youre-not-a-usability-expert\/\">navigation<\/a> to limit distractions is a win-win for most of our clients. Before you go ahead and rip it off the cart page, we don\u2019t just decide to test an element like that blindly. If we notice that visitors remain on the cart and don\u2019t click on that navigation, it\u2019s likely an element not worth testing. However, when we see those patterns, testing is generally positive. <\/span><\/p>\n<p><strong>Of the \u00a0200 carts we evaluated, an overwhelming 88% have the top navigation inside the cart page, and just 12% of companies do not. Here are some examples with top navigation:<\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12103 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image24.jpg\" alt=\"\" width=\"680\" height=\"281\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12104 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image48.jpg\" alt=\"\" width=\"680\" height=\"248\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12105 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image58.jpg\" alt=\"\" width=\"680\" height=\"883\" \/><\/div>\n<p><strong>Here some examples of companies with no top navigation<\/strong><\/p>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12107 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image28.jpg\" alt=\"\" width=\"680\" height=\"351\" \/><\/div>\n<\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12106 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image27.jpg\" alt=\"\" width=\"680\" height=\"282\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12108 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image29.jpg\" alt=\"\" width=\"680\" height=\"311\" \/><\/div>\n<\/div>\n<h2><b>Sale Price<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">An easy one. If your item is on sale, display it. Well during our research this painstakingly obvious element isn\u2019t always clear.<\/span><\/p>\n<p><strong>Of the 200 evaluated carts, 65% include the sale price. \u00a0Duh!<\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12109 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image12.jpg\" alt=\"\" width=\"680\" height=\"575\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12110 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image66.jpg\" alt=\"\" width=\"680\" height=\"644\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12111 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image80.jpg\" alt=\"\" width=\"680\" height=\"646\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12112 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image60.jpg\" alt=\"\" width=\"680\" height=\"511\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12113 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image76.jpg\" alt=\"\" width=\"680\" height=\"561\" \/><\/div>\n<p><strong>But shockingly, 35% do not include the sale price! \u00a0But why!??!?!<\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12114 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image23.jpg\" alt=\"\" width=\"680\" height=\"665\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12118 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image69.jpg\" alt=\"\" width=\"680\" height=\"444\" \/><\/div>\n<\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12115 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image22.jpg\" alt=\"\" width=\"680\" height=\"720\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12116 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image79.jpg\" alt=\"\" width=\"680\" height=\"486\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12119 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image25.jpg\" alt=\"\" width=\"680\" height=\"397\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><b>Alternative Payment Options <\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In the article we posted on <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/simplicity-over-abundance-of-choice\/\"><span style=\"font-weight: 400;\">the simplicity overabundance of choice<\/span><\/a><span style=\"font-weight: 400;\">, we relayed the story of Professor Sheen Iyengar of Colombia University and her grocery store <a href=\"https:\/\/www.invespcro.com\/ab-testing\/\">experiment<\/a>. She found that when she offered 24 different jam options, although 60% tasted, less actually bit and ended up buying (only 3%). When she offered 6 flavors only, just 40% tasted, but 30% stopped buying. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">What does this mean? Sometimes offering multiple forms of payment (PayPal, Google, etc.) isn\u2019t always the best thing. And if you do present it as an option, it should be easy and clear.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">52.5% of the evaluated carts offered an alternative Payment, while 47.5% didn\u2019t present that option on the cart page.<\/span><\/p>\n<p><strong>Here are some examples of sites that do not have an alternative payment option.<\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12120 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image42.jpg\" alt=\"\" width=\"680\" height=\"362\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12121 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image49.jpg\" alt=\"\" width=\"680\" height=\"538\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12122 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image56.jpg\" alt=\"\" width=\"680\" height=\"346\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12125 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image30.jpg\" alt=\"\" width=\"680\" height=\"395\" \/><\/div>\n<\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12124 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image34.jpg\" alt=\"\" width=\"680\" height=\"752\" \/><\/div>\n<div><\/div>\n<\/div>\n<p><span style=\"font-weight: 400;\">And here are some that do have alternative Payment<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12123 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image55.jpg\" alt=\"\" width=\"680\" height=\"669\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12126 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image13.jpg\" alt=\"\" width=\"680\" height=\"661\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12128 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image20.jpg\" alt=\"\" width=\"680\" height=\"619\" \/><\/div>\n<\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12127 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image17.jpg\" alt=\"\" width=\"680\" height=\"716\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12129 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image64.jpg\" alt=\"\" width=\"680\" height=\"519\" \/><\/div>\n<\/div>\n<\/div>\n<h2><b>Assurance center<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">We actually like to take credit for coining the term: \u201cassurance center.\u201d In 2008 we added an assurance center with trust seals to a client cart page and saw amazing improvements in conversions. As a result of this amazing result, we wrote a lengthy post in \u00a0\u00a0Internet Retailer Magazine about the case study. After that article went viral, everyone was talking about assurance centers and how they are must-haves. The funny thing is, we do not believe it is an end-all solution. We tried assurance centers with other clients, and they failed miserably! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The takeaway is any of these elements or competing sites don\u2019t offer the golden ticket solution to your site. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of the 200 carts evaluated, 37% have some trust icons or assurance center, while a whopping 63% don\u2019t have anything at all.<\/span><\/p>\n<p><strong>Here are some carts with no trust icons or assurance center:<\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12130 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image4-1.jpg\" alt=\"\" width=\"680\" height=\"360\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12131 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image70.jpg\" alt=\"\" width=\"680\" height=\"756\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12132 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image81.jpg\" alt=\"\" width=\"680\" height=\"1199\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12134 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image40-1.jpg\" alt=\"\" width=\"680\" height=\"464\" \/><\/div>\n<\/div>\n<div><\/div>\n<p><strong> Here are some examples with either icons or more:<\/strong><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12133 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image8.jpg\" alt=\"\" width=\"680\" height=\"658\" \/><\/p>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12135 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image45.jpg\" alt=\"\" width=\"680\" height=\"498\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12136 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image46.jpg\" alt=\"\" width=\"680\" height=\"593\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12137 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image75.jpg\" alt=\"\" width=\"680\" height=\"718\" \/><\/div>\n<\/div>\n<\/div>\n<h2><strong>Cross-Sells<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Cross-sells are a popular element to include on the cart page. The question always becomes, is it better to direct visitors to another product page or remove any obstacles that may distract them from moving forward in the conversion process. <\/span><\/p>\n<ul>\n<li>63.5% of the 200 carts evaluated had cross-sells present on the page.<\/li>\n<li>The other 36.5% remove all distractions from the page.<\/li>\n<li>Additionally, not all carts had cross-sells on the bottom. There were different placements: a whopping 96.50% placed cross-sells along the bottom, 3% on the right side, 0.5% on the top of the cart page.<\/li>\n<\/ul>\n<p><strong>Let\u2019s take a look:<\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12138 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image1-1.jpg\" alt=\"\" width=\"680\" height=\"917\" \/><\/div>\n<p><span style=\"font-weight: 400;\"><strong><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12129 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image64.jpg\" alt=\"\" width=\"680\" height=\"519\" \/><\/strong><\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12141 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image63.jpg\" alt=\"\" width=\"680\" height=\"825\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12142 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image54.jpg\" alt=\"\" width=\"680\" height=\"680\" \/><\/div>\n<\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12140 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image59.jpg\" alt=\"\" width=\"680\" height=\"833\" \/><\/div>\n<p><strong>Here some examples of placing the cross selles on the right side of the page.<\/strong><\/p>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12144 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image38.jpg\" alt=\"\" width=\"680\" height=\"740\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12145 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image83.jpg\" alt=\"\" width=\"680\" height=\"994\" \/><\/div>\n<\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12143 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image35.jpg\" alt=\"\" width=\"680\" height=\"1085\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12150 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image73.jpg\" alt=\"\" width=\"680\" height=\"377\" \/><\/div>\n<\/div>\n<p><span style=\"font-weight: 400;\">Of the 200 carts evaluated,\u00a0 63.5% had cross-sells present on the page, most of which directed the visitor to the PDP. Actually, 72.44% direct visitors to another product page, while 21.25% of companies directly on the cart add option. Which do you think is better for usability? <\/span><\/p>\n<p><strong>Here are some examples of cross-sells that direct visitors to the product page<\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12146 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image5.jpg\" alt=\"\" width=\"680\" height=\"954\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12148 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image39.jpg\" alt=\"\" width=\"680\" height=\"1263\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12149 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image65.jpg\" alt=\"\" width=\"680\" height=\"627\" \/><\/div>\n<\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12147 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image22-1.jpg\" alt=\"\" width=\"680\" height=\"720\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12151 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image71.jpg\" alt=\"\" width=\"680\" height=\"637\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12152 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image11.jpg\" alt=\"\" width=\"680\" height=\"660\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12153 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image62.jpg\" alt=\"\" width=\"680\" height=\"801\" \/><\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12154 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image14-1.jpg\" alt=\"\" width=\"680\" height=\"416\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12155 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image78.jpg\" alt=\"\" width=\"680\" height=\"488\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><span style=\"font-weight: 400;\">And here are some examples of companies that allow the visitors to add the items directly from the cross-sells to the cart.<\/span><\/p>\n<h2><b>Promotional Banner<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Of the 200 evaluated carts, 51% have some promotional banner, while 49% don\u2019t. Also, there were different placements, of the 51% that have the banners: 88% have the banner on the top, and 11.7% on the bottom of the cart page.<\/span><\/p>\n<p><strong>Here are some examples of companies that include the promotion banner:<\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12156 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image16.jpg\" alt=\"\" width=\"680\" height=\"373\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12157 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image41.jpg\" alt=\"\" width=\"680\" height=\"275\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12158 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image43.jpg\" alt=\"\" width=\"680\" height=\"371\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12159 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image68.jpg\" alt=\"\" width=\"680\" height=\"1755\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12160 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image77.jpg\" alt=\"\" width=\"680\" height=\"504\" \/><\/div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12161 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/image82.jpg\" alt=\"\" width=\"680\" height=\"330\" \/><\/div>\n<h3><span style=\"font-weight: 400;\">Conclusion<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">There are a lot of elements to evaluate on the cart page. In this series, we evaluated a lot of other pages and types of websites (SaaS and e-commerce), so keep a lookout for our next version, and <\/span><a href=\"https:\/\/offer.invespcro.com\/websites-x-rayed-series\/\"><span style=\"font-weight: 400;\">don\u2019t forget to download<\/span><\/a><span style=\"font-weight: 400;\"> the actual screenshots!<\/span><\/p>\n<div class=\"blog_img\"><a href=\"https:\/\/offer.invespcro.com\/websites-x-rayed-series\/\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12075 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/evergreen.png\" alt=\"\" width=\"1389\" height=\"405\" \/><\/a><\/div>\n<div><\/div>\n<div><strong>Further reading:<\/strong><\/div>\n<div>\n<ul>\n<li>Make sure to read our article on understanding\u00a0<a href=\"https:\/\/www.invespcro.com\/blog\/e-commerce-abandonment-rates\/\">the different abandonment rates an e-commerce site suffers from<\/a>.<\/li>\n<li>A\u00a0<a href=\"https:\/\/www.invespcro.com\/blog\/decluttering-and-highlighting-incentives-increased-conversions-on-product-pages-cart-page\/\">case study showing how we improved cart conversion rate<\/a>\u00a0by 17.75%.<\/li>\n<li>Best practices guide with\u00a0<a href=\"https:\/\/www.invespcro.com\/blog\/cart-abandonment-strategy\/\">strategy and tactics on reducing cart page abandonment<\/a>.<\/li>\n<li>Understanding the\u00a0<a href=\"https:\/\/www.invespcro.com\/blog\/6-reasons-why-visitors-are-leaving-your-e-commerce-website\/\">reasons why visitors leave and abandon your site<\/a><\/li>\n<li><span class=\"s1\">Using\u00a0<a href=\"https:\/\/www.invespcro.com\/blog\/how-to-increase-your-conversion-rate-using-persuasion-at-every-stage-in-the-e-commerce-conversion-funnel\/\">Persuasion At Every Stage In The E-commerce Conversion Funnel<\/a><\/span><\/li>\n<li><a href=\"https:\/\/www.invespcro.com\/blog\/optimizing-conversion-funnels-where-should-you-start-first\/\">Optimizing ecommerce conversion funnels<\/a>\u00a0including interviews with 4 CRO experts<\/li>\n<\/ul>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 10<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Sometimes, CRO gets you in a rut, and you need inspiration. And what best way to attain that inspiration than through actual implementations done on other sites? But where to look, who to look at, and how to get that information? Well, we\u2019ve carried the brunt of the work for you! We conducted research on [&hellip;]<\/p>\n","protected":false},"author":50,"featured_media":12164,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11,18],"tags":[616,85,252,617,618,619,43,199,620,621,622,109,623,624,241],"class_list":["post-12073","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-ux","tag-assurance-center","tag-beginner","tag-call-to-action-2","tag-cart-page","tag-cart-page-analysis","tag-cart-page-examples","tag-cro","tag-cross-selling","tag-examples","tag-payment-options","tag-pricing","tag-resource","tag-sale-price","tag-top-navigation","tag-ux"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/12073","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/50"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=12073"}],"version-history":[{"count":0,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/12073\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/12164"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=12073"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=12073"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=12073"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}