EBizInsider

New Technology Makes Shopping Quicker

Shopping online is already a quicker alternative for those looking to simply get what they need and go. But as e-commerce continues to evolve, there are new technologies available to allow consumers to get to the cart even quicker.

The new “quick shopping” feature will once again change the way people buy online. Gap Inc. pioneered this technology, implementing it on Gap.com, BananaRepublic.com and OldNavy.com. Target.com was also quick to create a similar shopping experience.

Taking a cue from these major e-tailers, several web developers now offer this quick shopping feature as well. If it works for the big boxes, it makes sense for e-commerce businesses of all sizes to take a closer look.

How it Works

Although each developer coined its own name for the specific product (e.g. Snap Shop by Solid Cactus), the technology of the feature is still the same: As users mouse over an image, an icon appears inviting the shopper to take a closer look at the item. But rather than take the user on a side trip to the item page, a pop-in window appears revealing all the pertinent information on the product, with an option to add the item to the cart and even to continue to the check-out.

Online shoppers may now look at multiple items within a section without leaving the section page. Consumers get the click-to-enlarge, product details, pricing, available options and the add-to-cart button all in one spot. To top it off, multiple windows can be opened at one time, allowing for side-by-side comparison. The result is users are able to find items quickly and easily, they are never diverted from the shopping stream and this leads to higher conversions. In addition, case studies reveal that average order size naturally increased as well- an added bonus resulting from the ease of use.

Why it Works

Too often, consumers get frustrated with navigating back and forth between section and item pages. Additionally, folks may become impatient waiting for pages to load as they click from page to page. Quick shopping features eliminate those issues by reducing the number of page views and load times, thus allowing users to find products more quickly. Additionally, we know people like to try the latest technology—it’s fun. Most important, we know that if people enjoy the shopping experience, they tend to become repeat customers. Implementing this technology absolutely pays dividends in both the short and long term.

Terra Carmichael of Flying Peas, an online children’s boutique, implemented a quick shop feature and is quite pleased with the results.

“…my customers can find products faster and easier. I’ve watched my conversion rate jump, along with the size of each order,” said Carmichael.

Other Features to Make Shopping Quicker & More Convenient

Multiple Add-to-Cart - In addition to adding the main item of interest to the cart, similar items (such as accessories) are also displayed with pricing and check boxes. This reminds consumers of the cognates and allows them to automatically add additional items they may suddenly want. This works psychologically as well—users may not have wanted anything else, but since the check boxes are so conveniently located, well…

Saved Shopping Cart - This feature works great for browsers. Users add items to the cart at any point and then when they are ready to purchase, they can do so easily– the items they want are already in the cart, eliminating the need to find them again.

Recently Viewed Items - This allows users to more quickly find items they may have been comparing.

Summing Up

E-commerce is evolving with the technology. We can make the shopping experience easier, more suggestive and more attractive for our customers while making the experience more lucrative for our companies. Are you up to the minute? Ask your site developer if there are any tools out there that will improve the shopping process. Ask your customers too. You both want it easy, right? After all, the easier it is for them, the more profitable it is for you.

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