Alexandra Fletcher

September 19, 2013

The Mini-Cart: the First Step to Online Conversion

As online shoppers, we’re all guilty of the behavior that retailers dread: as we shop, we add items to our cart, and then remove anything we decide is unnecessary or less desirable at the last second before checkout (or worse, we’re comparison shopping in another browser tab, and abandon our session to complete our transaction elsewhere). Usually, this last-second down-sizing of our purchase is to keep our checkout total price within an amount we deemed acceptable prior to beginning our shopping session. The mini-cart has become the best practice in shopping to allow the user to keep track of what they’re buying, and how much they’re spending. – Read More –

September 3, 2013

Selecting Color: Don’t Ruin a Shopping Experience

When we’re shopping online, selecting color is a user experience that most frequent online shoppers take for granted. That’s because selecting color has traditionally been presented to users on common commerce platforms, in a very straightforward manner. Color swatch, color name, and sample image all correlate, making adding the color of the product you want, a total no-brainer. However, these days as retailers struggle to set their online store experience apart from competitors, particularly in cases where a brand may also sell their line on stores like or, I’ve noticed that the basics of the product detail page user experience are muddled. Whenever redesigning a retail experience, it’s really important to make sure the user understands exactly what they’re adding to the cart. A high conversion rate isn’t as impressive if it’s accompanied by a high rate of online returns (unless Try & Buy is your commerce strategy and you’re OK with a lot of online returns, but that’s a topic for another blog post).

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