1. Optimizely 2014 ©
Shopping Cart Best Practices:
Four Ideas Great Ideas
Presented in 30 Minutes
October 21st, 2014

2. Optimizely 2014 ©
Today’s Agenda
•HidingYourTop Level Navigation
•Adding a Progress Bar
•Hiding a Distracting Promo Code Field
•Same Billing & Shipping Checkbox

3. Optimizely 2014 ©
Today’sTeam
Ryan Lillis
Optimization Strategist
BradTaylor
Solutions Architect

4. HidingYourTop
Level Navigation

5. Optimizely 2014 ©
HidingYourTop Level Navigation
Test Difficulty & Skills
Difficulty Level: Easy
Skills: Visual Editor
Potential Challenge
Users inside their carts may become
distracted by the navigation and
consider other items to continue
shopping for.
This may be beneficial for some, but on
the net it may do more harm than good.
Examples
1. The Ecco site has four layers of
different types of engagement or
navigation items above content
focused on checkout.
2. The Amazon site has zero layers
above content focused on checkout.
Amazon.com Example (Current Site)
Ecco.com (Current Site)
1
2

6. Adding a Progress
Bar

7. Optimizely 2014 ©
Adding a Progress Bar
Test Difficulty & Skills
Difficulty Level: Easy
Skills: Visual Editor
Potential Challenge
Users like to see where they are and
how far they have to go - particularly in
the checkout experience. Progress bars
that don’t exist or aren’t prominent
enough can cause users to hit the Back
button to confirm they’re in the right
spot.
Examples
1. This progress “bar” is present, but isn’t
prominent and only exists near the
login information which may make
many users miss it.
2. This wireframe shows an example of
a more prominent progress bar.
WebstaurantStore.com (Current Site)
1
Webstaurant with more prominent progress bar (ExampleWireframe)
2

8. Hiding a Distracting
Promo Code Field

9. Optimizely 2014 ©
Hiding a Distracting Promo Code Field
Test Difficulty & Skills
Difficulty Level: Easy
Skills: Custom Javascript
Potential Challenge
Showing a field for promo codes may
prompt users who don’t have one to
search online.This is a distraction and can
potentially result in losing a conversion for
users who forget to complete their
purchases or find alternate stores to make
their purchases.
Examples
1. The field is present on this page with an
“Apply” CTA. Users can enter this
information later in the funnel so it
could be removed entirely from this
page.
2. This wireframed example has the field
hidden behind a link.When clicked, the
field and CTA would be exposed.
Crate&Barrel Example (Current)
Crate&Barrel with promo code field hidden (ExampleWireframe)
1
2

10. Same Billing &
Shipping Checkbox

11. Optimizely 2014 ©
Same Billing & Shipping Checkbox
Test Difficulty & Skills
Difficulty Level: Medium
Skills: Custom Javascript
Potential Challenge
Pages with many fields tend to have
higher bounce rates. Users may not
realize that they can automatically
complete many of the fields by selecting
a checkbox.
Examples
1. If users on Webstaurantstore don’t
have the checkbox selected, the page
becomes twice as long with many
fields.
2. When the box is checked, the fields
do not even appear on the page.Webstaurantstore.com Example
(Example only…but we’ve seen
this kind of thing!)
1 2
Webstaurantstore.com
(Current Site)

12. Optimizely 2014 ©
ThankYou!
Thank you for attending today’s webinar.Tell us if
the suggested ideas are winners on your site!