Perpetual Shopping Carts Increase Conversion

August 5, 2009 | By Marc Porcelli | No Comments »

For the readers  in the e-commerce world of online marketing who are selling multiple items, perpetual shopping carts increase conversion. This according to a recent MarketingSherpa ecommerce benchmark survey conducted among 1500 ecommerce marketers in April by MarketingSherpa. The survey asked markets which website upgrades they felt would increase conversions for a successful holiday season.

MarketingSherpa Ecommerce Benchmark Survey

MarketingSherpa ecommerce Benchmark Survey

Some 64% of respondents believed that incorporating a perpetual shopping cart would be very effective. The main reason for this effectiveness according to the MarketingSherpa Survey – “…it keeps the purchase in the mind of the customer, and that psychological anchor helps guide them back to the purchase.”

A close second, at 60% of survey respondents was optimizing internal search. The third most effective website upgrade, enhanced product display. If you are interested in reading more the study is called, New Chart: Website Upgrade for a Successful Holiday Season. Note, MarketingSherpa articles expire after a few days after they are published unless you are a paying customer.

I was always of the opinion that persistent shopping carts where more affective than perpetual shopping carts. For readers that do not know the difference, persistent shopping carts save users items that they put in their shopping carts through a cookie. When users come back to a site, they can see what items they added (and more importantly left) in their shopping carts.

Perpetual shopping carts on the other hand display the number of items in the cart and generally display sub-total as a shopper navigates the site. If you are interested in reading more and seeing some examples, Linda Bustos has some great examples in her post, Persistent Shopping Carts vs. Perpetual Shopping Carts.

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Category: Conversion, Marketing Strategy

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