Crimes of the cart: Misuse of the unlimited shopping cart
March 17, 2009
Use your shopping cart space wisely for maximum sales potential. Every product detail page should be a landing page.
Ever notice how much you can fit into a shopping cart? Hundreds, even thousands of dollars of products can be stuffed into one average supermarket shopping cart. And, in theory, the smaller the product, the more customers can fit into the cart. This makes me wonder why, with the virtual warehouse ability of the web, so many ecommerce stores simply list a photo of each product, a few bulleted features and move on. It's as though they want to market everything from home page content and are hoping that customers will remember what was said on the home page when they consider making a purchase on the product detail pages. Ecommerce advertising isn't limited to shelving space and floor diagram space. It's unlimited. Marketing doesn't end when visitors happen upon a website's home page. Marketing — or, more appropriately, showing the customer how they will benefit from a particular product -- should be present throughout the purchasing process. When it comes to online shopping carts, this means every page should be a landing page, with products shown big and bold. Testimonials should be listed per product — not per website — and vivid images of the product in use should be incorporated when possible. Each product showcase page should be able to serve as a stand-alone niche website. If each page can't effectively bring the customer in, enlighten him and close the sale, then it doesn't belong in today's competitive marketplace. It will fall behind. With unlimited shopping cart space, why would you waste it?