Shopping baskets (or shopping carts) are a key part of the customer journey when shopping online. They are a gateway for visitors into your checkout process. Retailers can choose to provide visitors with a wide range of information, links and other potential distractions, or alternatively they can keep their shopping basket minimal to focus purely on checking out.
Originally published: Aug 18, 2010 The participant was struggling. While he was a high-volume customer who had bought tons from this site in the past, today he wasn't getting along with the checkout process. Confusion happened in both directions: the shopper didn't understand what the site was trying to tell him and the site definitely didn't understand what he wanted.