Today’s guest blog is brought to you by UserTesting, a fast and easy usability testing platform. UserTesting has watched thousands of videos documenting the frustration customers go through while navigating online stores, a unique perspective that has given them an enormous amount of insight on some of the most common reasons for shopping cart abandonment. Even better, they’ve learned a few things about what ecommerce retailers can do to prevent it.
If you’re like most e-commerce merchants, you’ve suffered the heartbreak of watching a customer fill their cart with items, start to check out, and then… nothing. While it can be disheartening to think about all of those lost sales, you might be comforted to know that you’re not alone in your predicament. Baymard Institute cites 24 studies from 2006 to 2013 in determining that 67.89% is the average documented online shopping cart abandonment rate. That means the average store owner has better odds of correctly guessing a coin flip than converting a customer. What’s more, this statistic holds true for e-commerce giants as well as smaller online merchants.