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eCommerce: plugging leaks in the funnel
www.usability247.com
As an eCommerce Manager,
do you know what one of your
biggest concerns should be?
Basket
Abandonment!
Research shows that an
average of 67.91% of
online shopping baskets
are abandoned.
Some sources claim it's as high as 80%....
That's 65-80 of every 100 potential
customers visiting your eCommerce
website, deserting the buying process
at some point ...
The user journey begins when the
potential customer arrives at your
eCommerce website.
….along with ways in
which you can ...
Problem 1:
25% of visitors abandoned the
user journey because they
found the eCommerce site's
navigation too complicated.
Solution 1:
Simplify navigation, with key tasks
clearly presented on top level pages,
and emphatic links that drive the us...
Problem 2:
17% stated security concerns as
their reason for abandoning the
user journey
Solution 2:
Research has shown that these badges can
increase sales – test and see how they work for you.
Consider securit...
Problem 3:
26% simply decided
against buying.
Ensure you have clear images and concise, yet informative, descriptions of
your products. A customer is more likely to con...
Problem 4:
21% said the process was
taking too long.
Nobody wants to spend an inordinate
amount of time looking for what they
want. Nor do they want to hang
around once they'v...
Problem 5:
44%
abandoned
because of
inefficient
identity forms.
Solution 5:
Implement a guest checkout that
requires no account setup, and
minimum info for delivery (payment
details, ema...
Problem 6:
56% were sent packing
by unexpected costs.
Solution 6:
Offer FREE shipping! Failing
that, make your delivery costs,
VAT etc. CLEAR upon the
product page. There's not...
Other options you should consider to
re-engage an interrupted user journey:
 Perpetual Shopping Basket – Ensure
the baske...
To improve the user journey of your customers and prevent basket
abandonment, speak with the professionals. Get in touch w...
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The user journey toward basket abandonment - common barriers and solutions to purchase journeys

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one of the biggest challenges facing online retailers is basket or cart abandonment. Broken user journeys, deviation from best or even good practice, barriers to purchase and more all stand in the way of potential customers from completing a transaction.

This slide-share looks at the most common causes and possible solutions to basket abandonment.

Published in: Retail, Technology, Business
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The user journey toward basket abandonment - common barriers and solutions to purchase journeys

  1. 1. eCommerce: plugging leaks in the funnel www.usability247.com
  2. 2. As an eCommerce Manager, do you know what one of your biggest concerns should be?
  3. 3. Basket Abandonment!
  4. 4. Research shows that an average of 67.91% of online shopping baskets are abandoned. Some sources claim it's as high as 80%. abandoned, 67.91 not abandoned, 32.09
  5. 5. That's 65-80 of every 100 potential customers visiting your eCommerce website, deserting the buying process at some point on their user journey.
  6. 6. The user journey begins when the potential customer arrives at your eCommerce website. ….along with ways in which you can plug these leaks. @ @ @ @ The following slides present the main reasons visitors jump ship before making a purchase…
  7. 7. Problem 1: 25% of visitors abandoned the user journey because they found the eCommerce site's navigation too complicated.
  8. 8. Solution 1: Simplify navigation, with key tasks clearly presented on top level pages, and emphatic links that drive the user towards their goal, and checkout.
  9. 9. Problem 2: 17% stated security concerns as their reason for abandoning the user journey
  10. 10. Solution 2: Research has shown that these badges can increase sales – test and see how they work for you. Consider security badges, not just at checkout, but placed prominently throughout your eCommerce website.
  11. 11. Problem 3: 26% simply decided against buying.
  12. 12. Ensure you have clear images and concise, yet informative, descriptions of your products. A customer is more likely to continue their user journey on a site that offers both visual and abstract reference, than on one that doesn't. Solution 3: Banana
  13. 13. Problem 4: 21% said the process was taking too long.
  14. 14. Nobody wants to spend an inordinate amount of time looking for what they want. Nor do they want to hang around once they've made the decision to buy. Tackle these bugbears with quick page load, a functioning search facility, hierarchical and intuitive product listings, and an expedited checkout process. Solution 4:
  15. 15. Problem 5: 44% abandoned because of inefficient identity forms.
  16. 16. Solution 5: Implement a guest checkout that requires no account setup, and minimum info for delivery (payment details, email, name, address). Never force registration.
  17. 17. Problem 6: 56% were sent packing by unexpected costs.
  18. 18. Solution 6: Offer FREE shipping! Failing that, make your delivery costs, VAT etc. CLEAR upon the product page. There's nothing worse than discovering additional charges at checkout!
  19. 19. Other options you should consider to re-engage an interrupted user journey:  Perpetual Shopping Basket – Ensure the basket, its contents, and total cost are visible at all times  Persistent Shopping Basket – Use cookies to retain the abandoned contents of a returning user's shopping basket
  20. 20. To improve the user journey of your customers and prevent basket abandonment, speak with the professionals. Get in touch with Usability24/7 today! www.usability247.com

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