At FHOKE we have had years of experience in creating shopping baskets (carts for the US) and we are working on some great new projects at the moment for several eCommerce sites. The basket is probably the most important aspect of any eCommerce site. It functions as the checkout for an online retailer and as such, needs to be capable of displaying products in the best possible light. It can instill confidence and increase online purchases, or it can put potential customers off using a site altogether.

Before designing or even developing a shopping basket, think carefully about what you are trying to achieve and consider how a potential customer would use it and what their expectations are. Research other sites that sell similar products and look at what works and what doesn’t. Check out the big players too, there big because they do things right.

The key thing is to keep it simple. Customers need to feel comfortable with a basket as soon as they use it, else they will be discouraged from using the site again. So make sure you don’t overload them with too many choices. Use terms that web users are used to, titles such as Add to Basket or View Basket say what they do. Deviating too far from these can easily confuse potential customers. Make it easy for the customer to ask questions, it will give them the confidence in the site and its ability to deliver. FAQ’s and Glossary’s help but an email address or better still a phone number are essential.