Shopping Carts Are External Memory

A shopping cart is not just a shopping cart: it’s also a form ofexternal memory,一个允许用户记住和容易访问感兴趣的项目的工具。在我们最近研究49个电子商务网站, we frequently observed shoppers使用推车作为控股区域在继续购物或以后会议时比较物品并保存产品。

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。

West Elm使用Word收藏而不是愿望清单
西榆树名为其愿望单功能最爱, avoiding the greedy connotation of the word愿望清单

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。”

要满足这种心理模型,某些网站包括链接,让用户直接从购物车保存项目。这种方法是一种方便的方式来分离产品,以便以后从物品中审议。

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:

  • Discoverable(用户必须能够在没有寻求的情况下注意到它)
  • 明确标记(with stronginformation scentas to what exactly it will do)
  • 透明易于使用(理想情况下,标签与用户易于使用的用户来设置期望)
  • Low-effort(用户不需要注册或命名其列表以保存项目)

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.

Macys本机移动推车与移动网站不同
Macy’s iOS native app (left) hid theMove to Listand去掉购物车中的选项,需要刷卡手势访问它们。在移动网站(右)上,这些选项始终可见(并因此更具可发现)。


SEARS的移动式手机隐藏到下拉下降的愿望功能
On the Sears’ mobile site, saving a cart item for later was possible, but hidden in a dropdown menu, which made it relatively undiscoverable for users.

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.

用于保存项目的选项的流程图,以便稍后从人类学的购物猫
anthropologie.com令人困惑地提供了一个搬到愿望清单andSave for Lateroptions for shopping-cart items.搬到愿望清单required the user to either log in or create an account, both of which derail the checkout process.Save for Later,however, did not require registration and provided immediate feedback for the user. Since the checkout process收集注册的所有信息(except a password), there is no need to force the user to register or log in at this stage.

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。

Wayfair moves saved cart items below the page fold
SelectingSave for Later在Wayfair购物车中将物品移动到购物车页的底部到标记的部分My Saved Items(which, confusingly, differed from the site’sSaves愿望清单functionality). This feature did not require registration. However, its position low on the page (below the fold on many laptops) made it difficult to discover.

Summary

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

完整的报告

Learn more about optimizing the wishlist and checkout process in our new 4th299页的版本购物车,结帐和注册and 148-page愿望清单,礼品卡和礼品给予reports. (These are part of the new edition of theEcommerce User Experience系列。)