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Cart UX-research part 1: Interesting research about creating the optimal cart experience for our customers

Recognition rather than recall: Minimize cognitive load by maintaining task-relevant information within the display while users explore the interface. Human attention is limited and we are only capable of maintaining around five items in our short-term memory at one time. Due to the limitations of short-term memory, designers should ensure users can simply employ recognition instead of recalling information across parts of the dialogue. Recognizing something is always easier than recall because recognition involves perceiving cues that help us reach into our vast memory and allowing relevant information to surface. For example, we often find the format of multiple choice questions easier than short answer questions on a test because it only requires us to recognize the answer rather than recall it from our memory.

Help users recognize, diagnose and recover from errors: Designers should assume users are unable to understand technical terminology, therefore, error messages should almost always be expressed in plain language to ensure nothing gets lost in translation.

bron: https://www.interaction-design.org/literature/article/user-interface-design-guidelines-10-rules-of-thumb

Cart Menu Dont’s:

Substitute a “mini cart” for a full cart. Your ecommerce site, needs a cart page, not just a cart widget.

Link directly to a checkout page that doesn’t show every detail of the products in the cart.

If you were to study this topic as much as I have you would realize it really comes down to 3 things:

They left because the price doesn’t match expectations 

They left because 

they were not ready to buy yet

They left because the pages took too long to load (case study)

“Better yet, wrap your shipping costs into your price and offer free shipping. This removes any unexpected price increase from shipping costs.”

Bron: https://medium.com/@justinbrooke/rope-in-more-sales-with-these-solutions-for-shopping-cart-abandonment-518f4217a812#.fr3vo5722

“If everything yells for the user’s attention, nothing is heard. As you increase the number of elements on a page, you proportionally increase the time needed to perform a task, learn a system, and remember the pathways. Every time we add content to a site, we make it harder for humans to identify patterns and contrasting elements. The result is more unpredictable user behavior, and lower information retention. It is much harder to direct a user to act if their brain has to filter noise. As I review 50+ pages of products on Amazon, I quickly become lost in a sea of choices, with an instinct to “Save for Later” or procrastinate for later.

It is critical to treat attention as a finite commodity. When we limit the options within a pathway, or reduce the number of options, we are now in a unique position to help users follow their gut instincts. By strategically creating an architecture for our content and design, we can help people more easily consume information and in some instances, make a decision driven by instinct more than reason. Information Architecture (IA) is simply the structural design of shared information environments.”

bron: https://medium.com/@megmeetsworld/a-love-story-how-i-found-ux-in-my-shopping-cart-5a46bd523ecf#.b7ls7cgzd