创意思维与方法 创意思维与方法 131SURL-Top Ten Mistakes of Shopping Cart Design Revisited- A Survey of 500 Top E-Commerce Websites.docxVIP

Top Ten Mistakes of Shopping Cart Design Revisited: A Survey of 500 Top E-Commerce Websites By? S. Naidu?and? B. S. Chaparro Summary:?A list of common mistakes with e-commerce shopping cart design were identified in a previous issue of Usability News. This article revisits that list and reviews how 500 of the top Internet retail sites of today implemented their shopping cart design. INTRODUCTION Designers of e-commerce websites know that the user interaction with a site before a purchase is more critical to a site’s success than the purchase itself. Users frustrated with the online shopping process seldom get to the point of actual buying. Five years ago, we discussed the Top Ten Mistakes of Shopping Cart Design (Chaparro, 2002,? Usability News 4.2). Since this time, we have evaluated many e-commerce websites and have observed many users as they shop online. We thought it would be interesting to review whether our Top Ten still hold true. Abandoning a shopping cart before purchase is still a common occurrence in online shopping. MarketingSherpa’s study in 2007 (as cited by Baker, 2007) found that, out of a survey of 1,923 online users, there was an average shopping cart abandonment rate of 52.1%. In another report, Goldwyn (2003) reported an abandonment rate before checkout of 75%. Primary reasons for abandonment include high shipping charges, high cost of items, price comparison with other sites, saving items for purchase later, and cumbersome checkout processes that required too much personal information. In this study, we evaluated the shopping carts of top e-commerce sites. We chose the websites from Internet Retailer’s Top 500 Guide for the year 2006. Their top 500 sites were based on web traffic and web sales and accounted for approximately 61% of total online retail sales (Brohan, 2007). From this list of 500 sites, 454 of the sites were included in the analysis. Fourty-six sites were excluded because they represented parent companies (e.g., Limited Brands