5 MUSTS for Integrating a New Shopping Cart

Posted by Mark Thompson - December 29, 2010 - Ecommerce - 5 Comments

With more and more people turning to shopping online, it is important to e-retailers to stay up-to-date with all of the latest technology and functionality related to e-commerce.  Shopping carts now days are becoming more sophisticated with payment options, shipping options, product variations, user reviews, sell-up/cross-sell, and social sharing.

If you are a e-retailers you are probably dealing with the never ending battle of improving your cart or in the process of integrating a completely new cart to your site.  From my experience there are 5 musts that you definitely need to have when choosing a shopping cart.

1.  Dynamic Meta-Data

This is especially important for e-retailers who have hundreds or thousands of products.  The last thing you want to do is have to manually craft each title and meta tag for every product.  So in order to keep every products meta data unique for lots of products, you can dynamically pull in the products name, category and business name into the title tag.  You can then take the product description and pull it into the meta description tag.  This will help optimize for the long-tail and remove any opportunity for duplicate content.

2.  Multiple Image View & High Resolution

One major down-fall to buying online is the inability to be able to touch and feel the product you are looking to buy.  So in order to resolve this issue and help users picture what it actually looks and feels like, you should have multiple product images and angles.  This gives the user a sense of tangibility and makes them feel like they are right there at the store.

3.  Newsletter Integration

For e-commerce sites, your existing customers are vital to the success of your business.  Existing customers are much more likely to continue buying from you if they had a good experience before.  The reason is that they have already built a relationship with you and are comfortable with your brand/products.

Making sure that when someone purchasing, you give them the option to be signed up for your newsletter is HUGE.  This gives you the opportunity to re-market to them time and time again.  Sending them emails about complimentary products, specials, promotions, holiday sales, new products and product news  is a large component of driving existing customers back to your site and re-purchasing.

So make sure your shopping cart has the ability to either feed into a e-mail marketing system like AWeber or MailChimp, or has the functionality built-in to the cart.

4.  Shopping Site Integration or XML Data Feed

You have probably noticed when you do a search for a product in Google, Google will pull in results for their product search engine.  Since these results are at the forefront of the SERPs, you want to make sure you are listed there.  How do you do this???  Use a shopping cart that integrates with Google Product Search or creates a XML feed of your products that you can easily upload to Google.

You have also probably seen sites like Amazon, ShopZilla, Shopping.com and other comparison shopping engines are getting high placement in Google results as well.  So you want to be able to syndicate your products onto these sites for massive product exposure.  Many of these sites allow you to submit a XML data feed, so again this is another important reason why your cart should be able to integrate with these other shopping sites.

5.  Payment Options

With more people shopping online, more people are using various payment methods to purchase products.  So make sure you give the user all of the mainstream options for buying online.  Credit cards, Google Checkout, Paypal and Pay Later are all important options to have which will cater to all online shoppers.

BONUS.  Single Sign-On

The last thing you want to do is have a ready to buy customer, leave, because they had to create a profile before they purchase.  Give users the option to either Register, One-Click Sign-On like what Amazon does, or Buy as a Guest.  This can give the user an option to buy without having to sign-up.

About the Author

Mark Thompson

Mark is the creator of StayOnSearch and president of Search Creatively, a full-service Internet Marketing Company located in Raleigh, North Carolina. He also contributes to many industry related blogs including Search Engine Journal and is active on Facebook and Twitter. Follow Mark on Twitter
5 comments
Look At BigCommerce
Look At BigCommerce

These are timely and practical tips. I totally agree giving the customers option to either sign up or purchase something as a guest. Buyers nowadays prefer the same feel as going to a mall and doing an outright purchase. My recent post BigCommerce Knows How To Satisfy Their Customers

Kirsty
Kirsty

There are still some site that uses credit card only in their payment option and it really disappoint me because I don't use credit card in paying. I really hope that they should consider other options.

Lauren
Lauren

Hi Mark, Good article there. I do agree that when I shop, I would just like to avoid all the hassle of signing up with the merchant and providing my details since I am always rushing for time. It should be a simple matter of enter your name, credit card details and you're stuff is on the way! However, speaking from a merchant point of view, there is always the danger of people spamming your online store so security needs to be more stringent. Depends on each merchant's call. Have a happy new year ahead! Lauren

Jared
Jared

Great tips listed here. I know when I was getting started selling online allowing people to sign in as a guest changed the game for us. We don't get everyone to sign up for our email list, but we do get purchases everyday and that's what we always wanted.

TrafficColeman
TrafficColeman

Its all about option..people have many payment method..so make sure you cover all of them..this can be big when it comes to sales. "Black Seo Guy "Signing Off"