After your website visitors arrive at your online shopping cart, it's simply a shame if your cart then fails you by not helping you achieve the conversion.

Depending on what type of business you have, "conversion" can mean different things. For e-commerce websites, the main goal is a sale. Some websites are built with other goals in mind, however, and some have multiple goals.

Maybe you create a website with the intention of collecting email signups and whitepaper downloads, or maybe the main goal is driving in-store visits or booking reservations or appointments.

For the purposes of this article, we will focus on what you can do with your online shopping cart to improve sale conversions on an e-commerce website.

1. Be consistent in design

The first step toward improving conversions is to make sure that your shopping cart and checkout have the same look and feel as the rest of your website. A similar design helps instill trust and won't scare online shoppers away before they are about to share their personal information and credit card details with you.

2. Stress security

The next step is to make customers feel comfortable and safe with their online purchase. Show the security lock in the browser and keep your SSL certificates up to date. Use plain language to let customers know that their data is safe with you.

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image of John Wieber

John Wieber is a partner at, an Internet marketing firm. He has 13+ years' experience in Web development, e-commerce, and online marketing.

Twitter: @johnwieber

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