E-Cart Design for Controlling Cart Abandonment in E-Commerce: A Conjoint Experiment

Abstract

This study attempted to understand the most important attributes and their preferred levels of an e-shopping cart for maximum utility perceptions by e-commerce customers. The research has significance in the backdrop of observations that online customers have multiple sorts of hesitation on purchase completions, and their cart abandonment tendencies are causing serious challenges to e-commerce firms across the world. Assuming that better e-cart design can minimize cart abandonment intentions, an eight attribute conjoint experiment with a total of nineteen levels was conducted to decide on an optimum cart design. The experiment concluded that online customers prefer an order summary page with product images, add to cart option without login, live chat feature in cart; add to cart button on both sidebar and top of the page; online payment options, security logo and social proof in e-cart, purchase history review option in the cart page, and delivery progress tracking bar in the cart page itself.