With more than 69% of E-commerce cart & checkout abandonments, optimization and testing the checkout funnel provides for not leaving revenue on the table and ensuring that nobody leaves the shop unsuited. Why users abandon? What are the must-haves of every shopping cart and what share does it have in building a proper sales funnel? Let’s weigh in together.
Understanding the checkout funnel
To put it simply, checkout funnel is the number of steps/clicks/pages that users take from an E-commerce landing page to the “Thank you!” page. As simple as that. Being at the baseline of the conversion funnel (awareness, interest, consideration, conversion), all the persuasion has already been accomplished at this stage and the shopping process has come to a head. However, in the real world, a shopper can be off the hook any time.
Why users abandon?
Besides all the unavoidable cart & checkout page abandonments in mind – such as simple window-shopping, price comparison, exploring options or just saving an item for later – there’re some common reasons that hide behind most users’ online shopping [1]: No extra Shoppers are unwilling to pay for extra costs, such as fees, shipping, package, and tax, for instance (61%). Know the value of time Reluctance to create an account (35%) is also one of the reasons why online shoppers leave. This for the nth time suggests the importance of integrating certain features to an E-commerce store to facilitate the process of registration. While nearly 88% of users would rather leave a page than spend their time on filling in all the gaps, it is crucial to discuss a sleek registration process with your php application development company in advance [2]. Too long checkout & poor UX of checkout pages Complicated checkout process (27%) is the top third reason why users abandon the process. Therefore, a thought-out UX can become a game changer when building a unique E-commerce website and mobile app shopping experience (please, visit r-stylelab.com to see what mobile solutions we offer). Alla Kuchinskaya, the Lead Designer at R-Style Lab, has shared a couple of tips on checkout flow design that will trigger online shoppers to complete an order:
Users come to spend their money, not to sharpen their math skills. Therefore, 24% of them leave when not provided up-front total cost calculation option. Maloperation 22% of users didn’t complete their checkout process due to website crash or its operating errors. According to Statista, shoppers are most likely to leave the checkout flow after seeing such phrases as “Website Crashed”, “Process was taking too long” and “Website Timeout”. So, if you don’t want your conversions ruined, choose a software development company wisely! (You can get acknowledged with a comprehensive set of tips on company selection criteria here). Low credibility 47% of users believe that design is the number one factor that helps them decide on business credibility, according to Blue Corona, Digital Marketing Company. 18% of online shoppers consequently abandon the checkout flow because they don’t trust a website their credit card information. Bad experience Online shoppers often don’t give a second chance, i.e. 16% of users are likely to abandon the checkout process if they had any troubles with a received item (late delivery, damaged goods, and defective products, for instance).
Test, test and once again test
No matter whether it is one page checkout or not, make sure to properly test your checkout funnel, as what is good for one E-commerce store, will not fit another one. With short Internet attention spans, it is essential to grab users’ attention and keep it unless the process is complete. What to test?
No matter whether you run a fully-fledged E-commerce store or your website provides for simple buying options, building an optimal checkout flow is essential for any kind of website with a built-in shopping cart. Specific tactics depend on your E-commerce website, but the principles are universal. Thus, when dealing with professionals, who have an eye for E-commerce UX and when building a proper sales funnel as a substantial part of your marketing strategy, your business is doomed to success!
0 Comments
Your comment will be posted after it is approved.
Leave a Reply. |
Archives
February 2018
Categories
|