Shopping Carts Are External Memory
在当今丰富的电子商务景观中，找到合适的产品需要时间和精力。因此，用户想要避免重新选择相同的工作是有意义的。但是，使用购物车偶尔将利益物品与购物车的正常功能冲突，这是为了持有物品currentpurchase. For example, in our usability testing, some participants had items in their cart from previous shopping sessions; although they were not planning to purchase them at that moment, they also didn’t want to abandon them. In these cases, being able to save those products for later consideration proved critical. Site-provided tools such as wishlists,Save for Lateroptions, or最爱lists were used in these situations.
Wishlists vs.最爱andSave for Later
Although many sites in our study featured愿望清单允许用户稍后节省物品，人们不愿意使用它们，因为它们预计很高interaction costfor setting them up (for example, due to having to register). Instead, most participants preferred to save products for later by adding them to their cart. Furthermore, the labelWishlist暗示用户的主要目的是与他人分享礼品创意;许多人认为这样做会被视为贪婪或不恰当，并被忽视考虑其他用途。名字喜欢最爱甚至MyList虽然它们也带来了对Tiresome登记和设置的期望，但没有相同的贪婪的内涵。
Lists vs. Shopping Carts
愿望列表通常可以在页眉（购物车旁边）和产品页面上（通常靠近）Add to Cart按钮）。这些斑点使特色易于发现和访问;但是，我们的研究参与者倾向于先将物品添加到购物车。我们的用户mental modelfor these lists was that they implied a higher level of commitment, even if the lists were private; adding to a list meant “Idefinitely想要“，而将它添加到购物车中，”我might想要那个。”
Save for LaterMust Have High Discoverability and Low Interaction Cost
ASave for Laterfeature can prevent users from discarding items that they won’t purchase right away. However, ifSave for Laterleads to a lengthy or confusing process, it will either be ignored, or will derail the checkout for the current purchase. An effectiveSave for Laterfeature in a cart must be:
- 明确标记(with stronginformation scentas to what exactly it will do)
梅西的iOS本地应用隐藏了Move to Listand去掉购物车中的选项，需要刷卡手势访问它们。Hiding these features under aswipemakes them undiscoverable for many users. Macy’s mobile website, however, made both of these options visible in the cart.
It’s strongly recommended not to require users to register or log in to use theSave for Laterfunction in the cart; not only do shoppersavoid registrationas much as possible, but even if they do begin to register in order to save an item for later, that process derails the checkout process.
Wayfair.com let users save cart items for later without creating an account or logging in. The linkSave for Laterappeared under theQuantity字段。点击链接的物品搬到一个区域at the bottom of the shopping-cart page, labeledMy Saved Items。此功能不需要注册。但是，它在页面上的位置低（以下）foldon many laptops) made it difficult to discover. One study participant who had clickedSave for Later看不到My Saved Items部分并试图导航到Saveslink in the utility navigation. But that featuredid需要注册访问。用户认为她的保存物品已经消失了，而且她转移到另一个竞争的网站上。
The shopping cart is not only a place to store items until purchase: it is a comparison table, a reference, a scrapbook for ideas. Thus, contrary to the modern ecommerce teams’ beliefs, adding an item to a shopping cart doesn’t necessarily mean that the item has a high chance of being purchased right away. People often use the shopping cart as a tool to help them make purchasing decisions, and the shopping cart is as much a sandbox for consideration of products as it is a direct means to purchase. Keep that in mind if you’re tracking shopping-cart abandonment as one of youranalyticsmetrics: an item left in the shopping cart may actually be leading to a purchase later on.
用户通常希望只购买一些cart’s contents right away, but don’t want to lose all the work that went into finding other products of interest. Provide an easy-to-find feature to save items for later, label it something else than “wishlist,” and don’t block access to it with登录墙壁。