François Courtois
Senior UX Designer
June 2014
10 DESIGN GUIDELINES
TO REDUCE CART
ABANDONMENT
OUR STORY
● Founded in Montréal 11 years ago
● Specialized in User Experience Design of products &
services
● Multidiscipl...
SOLE CANADIAN PARTNER OF UX ALLIANCE | IN 26 COUNTRIES
68% OF SHOPPING CARTS HAVE
BEEN ABANDONED IN 2013.1
PRODUCT PAGE
Make information compelling at this key decision point. 1
70% of online shopping carts are abandoned before c...
NAVIGATION
Consider all the ways consumers find an item.
25% of consumers drop-off because navigation is too complicated.8...
CALL TO ACTION
Minor changes, major lifts.19
For insound.com, by simply changing the button text from “Continue” to
“Revie...
LOADING TIME
Consider your customer’s attention span.
57% of online consumers will abandon a website
after waiting 3 secon...
CUSTOMER SERVICE
Trust is hard to win and very easy to lose.
63% of online buyers look at the retailer’s return policy
bef...
STORE LOCATOR
Let customers decide where to close the deal.
71% of consumers use a Store Locator to find a store.12
69% of...
CHECKOUT
Don’t interrupt the flow.
1 out of 4 customers abandon online purchases due to forced registration.13
E-Commerce ...
MULTI- CHANNEL
Consider all information hubs.
Let customers easily add items to their shopping cart or wishlist via deskto...
LANDING PAGES
State the value proposition clearly.
Answer why customers should buy from you when they could buy from the c...
AFFILIATE PUBLISHERS
Work with affiliate publishers to re-engage your customer.
36% of shoppers who abandon their cart did...
Only 20% of Fortune 500 merchants
have strategies to re-engage 18
info@yucentrik.ca
Share these best practices with your colleagues!
We’d love to hear about your conversion results too.
Ge...
1. 27 Cart Abandonment Rate Statistics - Baymard Institute - 2014
2. Forrester Research - 2012
3. Buy it, Try it, Rate it ...
Thank you!
Joelle Stemp
President
jstemp@yucentrik.ca
ca.linkedin.com/in/jstemp
www.yucentrik.ca
+1 514 523-5862
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10 Design Guidelines to reduce cart abandonment

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If you manage an e-commerce site, you’ve probably noticed that too many users add items to their cart without completing the purchase.
How to increase your conversion and engagement rates?

Yu Centrik's targeted user research as well as volumes of publications on the topic point to 10 best design practices to reduce cart abandonment. We encourage you to adopt these best practices (PDF), while taking your specific business and user contexts into account.

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10 Design Guidelines to reduce cart abandonment

  1. 1. François Courtois Senior UX Designer June 2014 10 DESIGN GUIDELINES TO REDUCE CART ABANDONMENT
  2. 2. OUR STORY ● Founded in Montréal 11 years ago ● Specialized in User Experience Design of products & services ● Multidisciplinary team of obsessed experts ★ 10 000 hours of users interviews ★ 400 products or services designed ★ More than 500 happy clients
  3. 3. SOLE CANADIAN PARTNER OF UX ALLIANCE | IN 26 COUNTRIES
  4. 4. 68% OF SHOPPING CARTS HAVE BEEN ABANDONED IN 2013.1
  5. 5. PRODUCT PAGE Make information compelling at this key decision point. 1 70% of online shopping carts are abandoned before checkout.2 Discover Compare Choose Get inspired Share Save for laterDECISION PROCESS CHECKOUTDelivery details Pay CRM program CDN$ 15.00 CDN$ 11.95 FREE Two-Day Shipping! In Stock You Might Also Like These STRETCH T-SHIRT 34 reviews 70% of consumers read reviews of products before buying.3 Provide a summary of consumer reviews. Provide as many different HD views as your customer needs, including in use photos and videos. 68% of consumers report using YouTube to browse and research retail companies.4 Indicate clearly: ● the price and discount ● the stock status ● the shipping costs and time 55% of consumers abandon carts due to shipping costs.6 24% of consumers abandon carts when the estimated delivery date is not provided.6 Let customers buy when they are ready. Cross-selling or Upselling? Always propose alternative choices. Upselling is 20 times more effective than cross-selling to increase the average order size.5 Add to Cart Add to Wish List Customers visit business websites on their phones on average 6 times during their purchase process.7 Click to zoom
  6. 6. NAVIGATION Consider all the ways consumers find an item. 25% of consumers drop-off because navigation is too complicated.8 1 2 3 Give quick access to typical needs in the top level category and make these categories clickable. Keep a simple hierarchy. Avoid exceeding 3 category levels. AllSearch chair Search suggestion chair in All departments chair in Home & Garden chair in Sports & Outdoors Office chair Optimize your search engine for typical search queries with autocompletion. Give quick access to promotional contents in the category. (Special offers , seasonal trends, … ) SKIRTS HOME / WOMAN / SKIRTS OUR LOVELY SKIRTSUse clear page headings Don’t forget breadcrumbs Show customers where they are in the site: NEW ARRIVALS CLOTHING WOMEN New arrivals Outwear Tops Skirts & pants BAGS MEN New arrivals Shirt Blazer Sportswear SALES 2
  7. 7. CALL TO ACTION Minor changes, major lifts.19 For insound.com, by simply changing the button text from “Continue” to “Review Order”, the conversion rate of the page increased by 8%.9 REGISTER Name Email Get Free Access Subscribe Maintain consistent graphic design throughout the site. Indicate what customers gain by taking action. Call to action Call to action Call to action Call to action Call to action Call to action Call to action Avoid showing several “calls to action” in the same page. 3
  8. 8. LOADING TIME Consider your customer’s attention span. 57% of online consumers will abandon a website after waiting 3 seconds for a page to load.10 In case processing is slow, use a visual progress indicator to show progress. Optimize third party services. Javascript Credit card authorization Reduce the number of pages in the checkout process. Mo Reduce the number of objects. or 4
  9. 9. CUSTOMER SERVICE Trust is hard to win and very easy to lose. 63% of online buyers look at the retailer’s return policy before making a purchase.11 ● Reward loyalty, e.g. Show your best customers that you care about them through Membership Programs (CRM). ● Propose convenientservices, e.g. Free return policy. ● Optimize the speedof delivery, e.g. Store pickup within 2 hours . Keep payment security information visible throughout the checkout process. 5
  10. 10. STORE LOCATOR Let customers decide where to close the deal. 71% of consumers use a Store Locator to find a store.12 69% of consumers expect businesses to be within 5 miles.12 1. Store Name 1.54 km away from your location (514) 906-8400 Mon - Fri: 10:00 a.m. to 9:00 p.m. Sat: 10:00 a.m. to 6:00 p.m. Sun: 11:00 a.m. to 5:00 p.m. Go Make the address and the phone number clickable, especially for mobile devices. Indicate opening hours and whether it’s currently open, especially for mobile users. Indicate the distance from the customer’s location. On mobile devices, panning interferes with scrolling. Therefore, provide a list of stores ranked by the distance from the customer rather than a map. Enter a Location Name, Street, City, State or Postal Code or Use current location currently open Address 1321 Rue Ste-Catherine Ouest Montreal, Quebec H3G 1P7 Phone Hours 6
  11. 11. CHECKOUT Don’t interrupt the flow. 1 out of 4 customers abandon online purchases due to forced registration.13 E-Commerce website “nameon.no” increased its conversion rate by 11.40% by simply removing all distractions during the checkout process.14 FLOW THEORY ➔ Don’t distract customers from the main goal. ➔ Enjoyment and the ability to focus lead customers to perceive a process as useful and easy. Use precise button labels. Confirm your order Proceed Use contextual error indications. jdoe&gmail.com Use a valid email address Add descriptions to form field labels Password ? Use special characters for a more secure password (i.e. #, $, %) 7
  12. 12. MULTI- CHANNEL Consider all information hubs. Let customers easily add items to their shopping cart or wishlist via desktop, smartphone or tablet. Users starting their research on a smartphone finish their purchase: 1. in store 2. on a smartphone 3. on a computer 15 . On smartphones, add local offers and information. 95% of smartphone users say they’ve searched for local information. 59% of those users visited a local business after searching.15 Get ahead of the tablet explosion: avoid Flash contents. 72% of tablet owners make purchases from their tablets on a weekly basis 15 . TV Friends and family Online Store Print 8
  13. 13. LANDING PAGES State the value proposition clearly. Answer why customers should buy from you when they could buy from the competition. The Homepage receives 40% of all site entrances.16 Category pages can account for more than 50% of all pages viewed on an E-commerce site 16 . 9
  14. 14. AFFILIATE PUBLISHERS Work with affiliate publishers to re-engage your customer. 36% of shoppers who abandon their cart did it because they found a better price elsewhere.17 Affiliate publishers are third-party groups that send potential customers to your website for a cut of the sale: ● Coupons and offers (RetailMeNot, CouponCabin) ● Loyalty and rewards (Ebates, QuidCo) ● Social Shopping (Kaboodle, ShopStyle) ● Comparison Shopping (PriceGrabber, ShopWiki) ➔ Set your goals and choose your affiliate publishers. ➔ Make a distribution plan. ➔ See who’s driving sales then make changes accordingly. 10
  15. 15. Only 20% of Fortune 500 merchants have strategies to re-engage 18
  16. 16. info@yucentrik.ca Share these best practices with your colleagues! We’d love to hear about your conversion results too. Get in touch with our research and usability experts. 1-514-523-5862 @yucentrik yucentrik.ca uxstaff.com yulab.ca
  17. 17. 1. 27 Cart Abandonment Rate Statistics - Baymard Institute - 2014 2. Forrester Research - 2012 3. Buy it, Try it, Rate it a survey conducted by Weber Shandwick in 2012 4. Google/Shopper Sciences, ZMOT Purchase Path Studies, U.S., April 2012 5. Predictive Intent - 2012 6. Comscore - 2012 7. Beyond and Lexis Research 2012 8. Sign Up for Free Basic Account - Statista - 2014 9. Optimizely - 2012 10. PhoCusWright Inc. on behalf of Akamai - 2010 11. Comscore - 2012 12. Google/Nielsen Mobile Path to Purchase custom study, Nov 2013. 13. User Interface Engineering 14. Wingify - 2012 15. Google, The Mobile Playbook, 2012 16. Screen Pages - 2013 17. WorldPay - 2012 18. Webtrends - 2012 19. “Minor Changes, Major Lifts” (Dr. Flint McGlaughlin, Managing Director and CEO, MECLABS, and Paul Cheney, Editorial Analyst, MECLABS) END NOTES
  18. 18. Thank you! Joelle Stemp President jstemp@yucentrik.ca ca.linkedin.com/in/jstemp www.yucentrik.ca +1 514 523-5862

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