Did you know that the average rate of shopping cart abandonment in online retailers is a staggering 60-80%? Just imagine the missed conversions that that figure immediately implies. This is why if you are one of the many online retailers who are struggling to make a sale, you may want to consider this common issue as one of the primary causes.
What makes matters worse is that based on a research conducted on the checkout usability stats of the current top 100 online stores, 44% have unsatisfactory checkout usability scores. Also, 33% do not even follow standard checkout usability guidelines. It is for these reasons. What more for those sites that are not included in the top 100?
You may be wondering what the tie between shopping cart abandonment and checkout usability is. Well, on a separate survey, this time conducted amongst online shoppers, it is revealed that registration processes (an intrinsic part of the checkout process in most online stores) that take too long and forced on users cause most of them to choose to abandon their carts instead. This is second only to hidden fees. Another are checkout processes that are simply too complicated for many users. And, the checkout process, being the last step that every user goes through, becomes the most crucial.
If you think your site is lacking in that area, you may want to consider the following tips:
1. Make your site more responsive by simplifying the checkout process. It also wouldn’t hurt if you would provide your users with a guide as well as all the information that they need while checking out. Show the steps and keep the process as short as possible.
2. Expand your payment options. Paypal is a no-brainer, but you can add Google Wallet and V.me as well. Don’t forget about credit cards!
3. Distractions only make the user’s experience worse, especially if he is already being required to enter sensitive information like credit card numbers. This is why you should consider implementing simpler interfaces instead.
4. Let your customers checkout as a guest. This saves time for both of you. If you are concerned about tracking transactions, then consider adding the registration process after the customer has made his purchase.
5. Build trust by making reviews of your products available to new customers. Trust symbols and certificates (Paypal symbol, Google Trusted Store, McAfee SECURE, etc.) would also do your site a lot of good. Many users also prefer to shop only in online stores where there are good return policies.
That being said, though, it is not in a faulty checkout process alone that all the blame should be laid, for it is but a part of the entire shopping experience that your every customer gets each time he visits your site. In the end, it all comes down to making your site more responsive to what you think most of your customers’ needs and predilections are.
If you want a more detailed but concise view of just how prevalent shopping cart abandonment is and what measures you can do to limit its debilitating effects on your online store, you can learn more from the infographic that we have prepared, which provides further shopping cart abandonment statistics and tips.