42244 30 3 econsultancy_xml <p>There are big variations, with abandonment rates ranging from as low as 15% to as high as 90%. This suggests that there is much room for improvement for etailers. </p> <p> <img alt="Reasons for abandoning shopping carts" src="http://farm2.static.flickr.com/1429/724947527_3c25724a4d_o.jpg" /> </p> <p>The chart above shows the results of two surveys, and gives an idea of the variety of reasons for customers leaving the checkout process. </p> <p>Some reasons may be omitted from these answers, such as customers' level of trust in a website, but the data suggests some important conclusions: </p> <ol> <li> <strong>Many e-commerce checkouts are suffering from design problems which can be easily rectified</strong>. <br />These include <a href="/blog/1242-philfing-irritates-web-shoppers">hidden charges</a>, lack of clear delivery details, or <a href="/blog/718-hidden-charges-and-poor-usability-deter-online-shoppers">poor usability</a>. <br /><br /></li> <li> <strong>Business processes within the checkout area give customers problems<br /></strong>User registration, shipping costs that customers consider too high, or overlong checkout processes. <br /><br /></li> <li> <strong>Some carts are abandoned for reasons beyond the control of the retailer. <br /></strong>Some people will add items to their basket and reach the checkout when comparison shopping, with no intention of buying.   </li> </ol> <p>These conclusions suggest that there is much that online retailers can do to reduce their abandonment rates. Case studies suggest a 10-15% reduction can be achieved through redesign, split-testing or a combination of the two. </p> <p> <strong>For more, see our </strong> <a href="http://econsultancy.com/reports/online-retail-2007-checkout-special"> <strong>Online Retail 2007: Checkout Special</strong> </a> <strong>by Dr Mike Baxter, which examines checkout best practice.</strong> </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>There are big variations, with abandonment rates ranging from as low as 15% to as high as 90%. This suggests that there is much room for improvement for etailers. </Paragraph> <Paragraph Align="Center"> <Image AlternateText="Reasons for abandoning shopping carts" Source="http://farm2.static.flickr.com/1429/724947527_3c25724a4d_o.jpg"> </Image> </Paragraph> <Paragraph>The chart above shows the results of two surveys, and gives an idea of the variety of reasons for customers leaving the checkout process. </Paragraph> <Paragraph>Some reasons may be omitted from these answers, such as customers' level of trust in a website, but the data suggests some important conclusions: </Paragraph> <List Type="Numeric"> <ListItem> <Emphasis>Many e-commerce checkouts are suffering from design problems which can be easily rectified</Emphasis>. <LineBreak />These include <Link URL="/blog/1242-philfing-irritates-web-shoppers" Window="New">hidden charges</Link>, lack of clear delivery details, or <Link URL="/blog/718-hidden-charges-and-poor-usability-deter-online-shoppers" Window="New">poor usability</Link>. <LineBreak /><LineBreak /></ListItem> <ListItem> <Emphasis>Business processes within the checkout area give customers problems<LineBreak /></Emphasis>User registration, shipping costs that customers consider too high, or overlong checkout processes. <LineBreak /><LineBreak /></ListItem> <ListItem> <Emphasis>Some carts are abandoned for reasons beyond the control of the retailer. <LineBreak /></Emphasis>Some people will add items to their basket and reach the checkout when comparison shopping, with no intention of buying.   </ListItem> </List> <Paragraph>These conclusions suggest that there is much that online retailers can do to reduce their abandonment rates. Case studies suggest a 10-15% reduction can be achieved through redesign, split-testing or a combination of the two. </Paragraph> <Paragraph> <Emphasis>For more, see our </Emphasis> <Link URL="http://econsultancy.com/reports/online-retail-2007-checkout-special" Window="New"> <Emphasis>Online Retail 2007: Checkout Special</Emphasis> </Link> <Emphasis>by Dr Mike Baxter, which examines checkout best practice.</Emphasis> </Paragraph> </FormattedContent> 2007-07-05T11:45:00+01:00 17 1 econsultancy_xml <p> <strong>Problems with the checkout process constitute the single biggest loss of revenue for many e-commerce sites, with almost half of online retail transactions abandoned at this stage.</strong> </p> <p>According to figures from <a href="http://www.marketingsherpa.com/">Marketing Sherpa</a>, the average abandonment rate for shopping carts is 60%, of which 12% give up before hitting the checkout. This means 48% of potential customers bail out at the checkout stage. </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Problems with the checkout process constitute the single biggest loss of revenue for many e-commerce sites, with almost half of online retail transactions abandoned at this stage.</Emphasis> </Paragraph> <Paragraph>According to figures from <Link URL="http://www.marketingsherpa.com/" Window="New">Marketing Sherpa</Link>, the average abandonment rate for shopping carts is 60%, of which 12% give up before hitting the checkout. This means 48% of potential customers bail out at the checkout stage. </Paragraph> </FormattedContent> false 1459 <p>Econsultancy have published an <strong><a href="http://econsultancy.com/reports/online-retail-2007-checkout-special">Online Retail Checkout Special</a></strong>, which covers online checkout best practice in detail.</p> <p>Econsultancy have published an <strong><a href="http://econsultancy.com/reports/online-retail-2007-checkout-special">Online Retail Checkout Special</a></strong>, which covers online checkout best practice in detail.</p> 363726 Why do customers abandon the checkout process? false 2007-07-05T16:17:00+01:00 why-do-customers-abandon-the-checkout-process 2009-04-29T22:13:37+01:00 2009-10-13T09:10:41+01:00 3582