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.

1. eCommerce: plugging leaks in the funnel
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2. As an eCommerce Manager,
do you know what one of your
biggest concerns should be?

3. Basket
Abandonment!

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. 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. 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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The following slides
present the main
reasons visitors jump
ship before making a
purchase…

7. Problem 1:
25% of visitors abandoned the
user journey because they
found the eCommerce site's
navigation too complicated.

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. Problem 2:
17% stated security concerns as
their reason for abandoning the
user journey

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. Problem 3:
26% simply decided
against buying.

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. Problem 4:
21% said the process was
taking too long.

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. Problem 5:
44%
abandoned
because of
inefficient
identity forms.

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. Problem 6:
56% were sent packing
by unexpected costs.

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. 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. 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