[IxDA Discuss] Add to Cart Ethics / Best Practices - Studies?

[Thomas Marks]

Does anyone know of any good studies, reports or resources involving e- 
commerce/shopping cart ethics or best practices?

Currently I am working with a site that automatically adds (extended)  
warranties to products when adding the product to the cart. The  
customer is in for a surprise when they enter the cart and find a  
price higher than they would expect, and must remove the warranty  
(which is subtle and easy to miss) manually.

I am trying to support the idea that this is having a substantial  
(negative) impact on cart abandonment rates, and a more long term  
effect on customer trust and loyalty.

My personal belief is that this warranty should never be an "opt-out"  
scenario and it should be treated and marketed as any other up-sell.

Any data or studies outlining these scenarios would greatly assist me  
in supporting my position.

Thanks!


Thomas Marks
Front-End Designer