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Preventing the Add-and-Abandon; Making a more user-friendly wish list

Posted By Natalie Hart On July 22, 2008 @ 8:21 am In Buying Process,Customer Experience,Improving Conversion,Retail | 16 Comments

wishlistEver wonder what happens when you watch your customers put loads of merchandise in their shopping cart; spend a significant amount of time on your site and then all of a sudden abandon it?

Ever get frustrated that they didn’t utilize the wish list tool? Your online shoppers may be falling into the “add and abandon” method of online shopping.

There are 3 core reasons people don’t utilize your wish list.

1.    Sites often require you to fill out loads of personal information prior to even creating the list.

Recently on shopbop.com [1] I found an amazing pair of shoes, and rather than behaving in my traditional add and abandon method, I chose to create a wish list. Upon entering the link, I was overwhelmed by the personal information that I had to fill out.  An array of blank fields loomed in front of me, awaiting for me divulge all the information that categorizes me as an individual in the online realm.


Gathering information from your customer is great, but make sure they see the mutual value in entering their personal information. Rather than overwhelming you customer with questions simply allow them to create a list, in the same format as the “add to cart” list.

After they add their items ask them if they’d like to save their wish list by registering to save it for another visit. During this stage it is ok to ask for your customers information or create a login with password, but not before. With a call to action such as “register” or “join” there is an implied sense that personal information will be required. It prepares your customer for what is coming.

The call to action of “create a wish list” does not imply the same expectations and when presented with a page such as this, it can appear that you’ve presented something they didn’t ask for.

2.    There’s no add to cart option

Another feature of the wish list that is frustrating is that seldom is there an offer to transfer your wish list directly to your shopping cart. Some sites will offer an link from the item in the wish list that goes back to the product page where the item can then be added to their cart, but a one click process that can transfer either a few or all of the items from the wish list to the cart will help get your customer to the checkout sooner.

In other words, wish lists can act as a dead-end if you don’t create an opportunity for them to purchase. Allowing them to take action from this page is a win-win, they get an easier checkout process and you get them to spend money. Boom!

3.    You don’t get a running total

Wish lists often appear as a list of the products. Some offer pictures of the products but seldom do they include all the tax and shipping costs that might be associated with the order. Often people want a running total of their desired purchases, especially if they are operating within a budget.

Wish lists are a great tool for both you and your shoppers; just make sure yours is easy to use and appealing.

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2008/07/22/preventing-the-add-and-abandon-making-a-more-user-friendly-wish-list/

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[1] shopbop.com: http://www.shopbop.com

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