Rethink Commerce Blog

Shopping Cart Customization – a MUST!

Posted on December 19th, 2008 by

When you sell software online, an important issue in the buying decision of the clients is the consistence and appearance of the website that sells, especially the shopping cart section. This is generated by the customers’ need to feel confident in your online store before they decide to buy something and give their credit card details.

But why is the shopping cart section so important?

Give it a little thought – how many of your conversions came directly from your website and how many from other websites directly in the shopping cart? That’s what we were also thinking :) – given the fact that many purchase leads enter directly into your shopping cart, it must be integrated with the rest of the website – e.g. the buyer should be able to see a “Contact” button, a link to a “Homepage” etc.

The main goal for a customized shopping cart is, of course, getting more conversions. This can be achieved very easily if you have the right tools to do it.

eCommerce providers usually give you a default template for your shopping cart. This is noticeable when you enter a website, click on the “buy” links and you get a totally different layout for the website. Some eCommerce providers, including Avangate, offer you advanced customization options for the shopping cart.

This customization can be done at both appearance level (colors, fonts) but also at the functionality level by changing the number of different pages displayed in the ordering process, text, input fields and so on.

Let’s look at some of Avangate’s shopping cart customizations. Notice that all of them have kept the original website appearance and other custom elements:

Caphyon customized shopping cart

Caphyon customized shopping cart – the shopping cart states clearly that Avangate is the authorized vendor, minimizing trust-related problems.

Dvdfab customized shopping cart

Dvdfab customized shopping cart – notice the additional options and the cross-sell section (“Recommended additional products”) on the bottom of the page.

Markzware customized shopping cart

Markzware customized shopping cart – offers multiple options for the shopping cart and also gives customer support information – notice the additional options and the cross-sell section (“Recommended additional products”) on the bottom of the page.

Oxygen customized shopping cart

Oxygen customized shopping cart – a relatively simple shopping cart with cross-selling and discount options.

VSO customized shopping cart

VSO customized shopping cart – displays payment methods, security certifications and gives the opportunity to use discount coupons.

Note that it’s recommended that any permanent customization should be made with prior testing. Suppose you want to personalize your shopping cart, but you don’t know whether to have a single page or a multi-page checkout flow. You could do some A/B testing at first in order to see which converts better. In this case, you display the single checkout page to half of the potential buyers and the multi-page option to the others. You can get help for this from the eCommerce provider – the Avangate platform, for example, incorporates an A/B testing module, so it’s easier for the software vendor to optimize the conversion rate.

Here are some of the most important benefits you get by having the possibility to customize the shopping cart:

  • Select a checkout flow that best suits your conversion rate – single/multi page checkout process, show or hide some elements etc.
  • Personalize the appearance of the shopping cart – fonts, links, buttons and other graphical elements.
  • Fully control your shopping cart pages – include various web widgets, scripts and technologies, include your own input fields in the ordering process, display other products from the database at the time of purchase (cross-selling) etc.

So, if you’re wondering why your conversion rate is low, you should check your shopping cart and see if it isn’t the primary element that makes potential buyers to think again.

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Cristi Miculi

Senior Manager, Affiliate Services

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Comments (17)

  • seosoeasy says: January 5th, 2009 at 9:45 am

    Good article about customizing our shopping cart.Iam not much aware of this information before but now iam clear that customizing the shopping cart is one of the reason to make traffic to the site.Thank you for your article.

  • Ux-Cart - ecommerce shopping cart says: January 11th, 2009 at 4:52 pm

    Question: can i use your software as a download store selling digital/downloadable goods?

  • Cristi Miculi says: January 12th, 2009 at 12:27 pm

    The Avangate platform provides a way for software vendors to sell software online by managing the products and payment options available to the customer. It’s not a download store solution in the way that you manage the entire content and appearance of your website. Avangate only comes in in the shopping cart and payment phases of the buying process.

  • Complete Savings says: January 30th, 2009 at 8:40 am


    I completely agree with you. Ease in the Shopping Cart page adds value to the shopping.

    I have left many sites because their shopping cart page was unfriendly.

    Thanks for sharing this useful info with us.

  • Instant Check Payment Processor says: March 25th, 2009 at 12:58 pm

    Very nice templates. I hope that its very user-friendly as well. :) I like shopping on sites that have easy to use shopping cart system.

  • Shopper Trust & Conversion Rates | Avangate Blog - Software Business Blog says: July 8th, 2009 at 6:12 pm

    […] Most phishing scams are caught by regular users because they are inconsistent with the website they try to clone, even though they are very similar. So, yes, a regular user will notice if the template of your shopping cart has another font or font size compared to your website, if the name of the product is misspelled or if the menu looks different. This leads to loosing trust as well (check the shopping cart customization examples). […]

  • Доверие покупателя и степень конверсии | Avangate Blog - Software Business Blog says: October 26th, 2009 at 6:16 pm

    […] Большинство фишинговых сайтов находят обычные пользователи, потому что они отличаются от сайтов, с которых их клонируют. Обычный пользователь легко заметит другой шрифт и размер букв на странице с корзиной, если он отличается от остального сайта. Они заметят ошибку в названии продукта или обратят внимание на меню, которое выглядит по-другому. Это ведет к потере доверия (ознакомьтесь с примерами настройки страницы продукта). […]

  • Quick Tip to Increase your Affiliate Sales: Look at your Shopping Cart | Avangate Blog - Software Sales Tips | Software Business Blog says: April 21st, 2010 at 6:06 pm

    […] with some vendor shopping cart examples, here are a couple of customized affiliate order interfaces from our network that have very good […]

  • Phil says: June 14th, 2010 at 3:38 am

    Neat shopping cart system. I’ll keep it in mind.

  • Eugene says: March 6th, 2011 at 1:42 am

    Thanks for the information.
    In last time i often thinking under this option. I am newbie in software selling and it’s hard to know – ‘what to do to achieve good conversion ?’ . But i think that “Shopping Cart Customization” is the right way

  • Cristi Miculi says: March 7th, 2011 at 12:01 pm

    @Eugene – shopping cart customization is part of the right way :) It will not guarantee you the best conversion rate possible, but it will basically help increase it.

  • buy zetaclear says: July 31st, 2011 at 9:57 pm

    Solid piece of writing. I don’t quite concur with every thing you’ve went over, but you undoubtedly have some great points in there.

  • Quick Tip to Increase your Affiliate Sales: Look at your Shopping Cart | E-investing says: September 21st, 2011 at 2:42 am

    […] with some vendor offered transport examples, here are a integrate of customized associate sequence interfaces from a network that have really […]

  • xml editor says: November 24th, 2011 at 1:48 pm

    Looks very impressive but how would you deal with recurring payments or even delayed payments, say after a 30 day trial?

  • Cristi Miculi says: March 19th, 2012 at 6:30 pm

    @xml editor: We have the features to accommodate every software & SaaS vendor demand. Just check our website and don’t hesitate to contact us in order to find out more.

  • jose says: September 19th, 2013 at 9:09 am

    Thank you for share this information

  • JOHN says: April 2nd, 2015 at 11:59 am

    Thanks for the information.
    In last time i often thinking under this option. I am newbie in product selling and it’s hard to know – ‘what to do to achieve good conversion ?.
    But i think that “Shopping Cart Customization” is the right way.