Welcome to Blueleaf's UXpert, our regular look at UX that could improve your website for users and ultimately deliver increased conversion rates. This week, we're looking at minibag buttons.
What's the problem?
The minibag is an important part of every ecommerce site, but what navigation buttons should you include? It's very common practice to give users two choices – "View Bag" and "Checkout" – the rationale being that some users want to review their order in the bag, whilst others may be ready to go straight into the checkout.
What's the solution?
Surprisingly (to me, as well as perhaps you!) Salesforce recommend that you show users only a "View Bag" button in the minibag, forcing everyone to checkout via the bag. This is because in extensive usability testing, they observed that users almost involuntarily click the "Checkout" button and can then be confused when they're landed straight onto the login page or into checkout, very often with a stripped back enclosed header. They then have to work out how to get into the bag to review their order, if that was actually what they wanted to do.
What could the benefit be?
Salesforce data gathered from across clients on their Commerce Cloud platform showed that conversion improved 14% by sending all users via the basket. For this one, I'd recommend that A/B testing is employed. You could test removing the "Checkout" button altogether or design the "Checkout" button to be far less prominent than the "View Bag" button, both versus what you currently have.
I hope you found this useful – if you have any questions on this or anything else to do with UX, please do message me.
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