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How much are you losing to Abandoned carts? And what is the best way to get these users to follow through on their purchases? We run through the design flaws that could kill your conversions.
According to the Baymard Institute, $260 billion worth of lost orders could be recoverable solely through a better checkout flow & design. With a little care, the average large-sized e-commerce site can gain a 35.26% increase in conversion rate through better checkout design. Even if you think you don’t have many abandoned carts but we can always make the process more user friendly. And fewer headaches for your customers means more conversions.
Before we look at solutions, first lets see what Baymard Institue found to be the biggest problems.
49% Extra costs too high (shipping, tax, fees)
24% The site wanted me to create an account
19% Delivery was too slow
18% Too long/complicated checkout process
17% I didn’t trust the site with my credit card information
17% I couldn’t see/calculate total order cost up-front
12% Website had errors / crashed
11% Returns policy wasn’t satisfactory
7% There weren’t enough payment methods
4% The credit card was declined
It’s a sure-fire way to lose customers. Nobody likes getting t the last stage of the checkout only to be greeted by surprise fees.
Of course, if we can lower the delivery fee then even better but if you can’t lower costs, fully disclose them. The best place to do this is on the product page.
Transparency is important to shoppers (digital shoppers included) and is crucial for store success.
The best course of action is to state all costs from the outset.
Your customers expect convenience. We’re used to doing things quickly and getting instant results. Spending more time and effort than expected is a significant source of friction.
So, making creating user accounts mandatory is certain to make your customers frustrated and likely to abandon their cart.
Instead, why not include a guest checkout? Try dynamically displaying a text widget asking users if they have an account. Then if they don’t you can immediately bring them to begin the checkout process.
Same issues as the forced user accounts. We really want our users to have the most straightforward way to buy their products. Spending too long filling out info with no end in sight is a huge deterrent.
Some solutions include progress bars so users know how close they are to the final page, chunking so big forms are split into more manageable pieces and fewer fields for fewer clicks.
For more e-commerce inspired posts, see our Blog Page!