the user journey toward basket abandonment - common barriers and solutions to purchase journeys

eCommerce: plugging leaks in the funnelwww.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%.

abandoned,

67.91

not

abandoned,

32.09

That's 65-80 of every 100 potential

customers visiting your eCommerce

website, deserting the buying process

at some point on their user journey.

The user journey begins when the

potential customer arrives at your

eCommerce website.

….along with ways in

which you can plug

these leaks.

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@

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The following slides

present the main

reasons visitors jump

ship before making a

purchase…

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 user

towards their goal, and checkout.

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 security badges, not just at

checkout, but placed prominently

throughout your eCommerce

website.

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 continue their user journey on a

site that offers both visual and abstract reference, than on one that doesn't.

Solution 3:

Banana

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'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:

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, email, name, address).

Never force registration.

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 nothing

worse than discovering

additional charges at

checkout!

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

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