The shopping cart abandonment by eshoppers is getting so high that its having a huge impact on whether an online business is successful or not. The average for ecommerce sites is a whopping 59.8% abandonment rate, according to Marketing Sherpa. (Picture if that was in a retail store.)
One marketer recently conducted multivariate tests to see if what seems like insignificant cart designs can be a factor in raising conversion rates.
Of course the difference in this test is that normally online marketers test the landing page of the site; this was much different because it was the final page people go to in the transaction that was tested.
The design that did the best in the test increased online sales by 10.6%. That's big in anybody's book. Wouldn't you like your business to grow by over 10% be simply changing a few things on a page? I would.
A couple of the findings:
- A yellow background on the form fields improved results significantly over a white background
- The click here to order button beat out all other phrases; but it was the color blue that was the determing factor
Go here for the excellent article and more indepth findings of the experiment
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