CHECKOUT OPTIMIZATIONShopping Cart User Experience

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Statistics for Starters…

2012 Average Shopping Cart Abandonment Rate = 72.31%

Consumer Reason: High Shipping Costs Experience Reason: Security (Feeling of

data being safe & ability to return or exchange purchase

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Remember The $300 Million Button…

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Source: User Interface Engineering. Ref: http://www.uie.com/articles/three_hund_million_button

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Before After

Remember the Results…

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purchases increased 45%$15 million extra the first month. First year, the site saw an

additional $300,000,000.

Top Reasons Shoppers Abandon CartsAccording to Invesp

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Reasons Percentage   

High Shipping Costs 44%Not Ready to purchase 41%High Product Price 25%Wish To Review Selected Products Later 24%Shipping Costs Not Clearly Mentioned 22%No Guest Checkout Option 14%Being Asked Too Much Information 12%Complex Checkout Process 11%Website Too Slow 11%Additional Costs Charged Towards Taxes 8%Insufficient Payment Options 7%Slow Shipping 6%Spam With Offers 6%Website Crashed 5%

Source: InvespRef: http://www.invesp.com/blog/cro/shopping-cart-abandonment-rate-statistics-infographic.html

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57% – Didn’t want to pay shipping costs 48% – Total cost of purchase was more than expected 41% – Used the shopping cart for research 19% – Didn’t want to wait for the product 18% – Purchased offline instead 15% – Checkout process was too complicated 12% – Other reasons

Source: Forrester ResearchRef: http://blogs.forrester.com/reineke_reitsma/09-10-16-data_digest_shopping_cart_abandonment

Top Reasons Shoppers Abandon CartsAccording to Forrester Research

Top Reasons from Consumers Surveyed

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Lack of return / exchange policies Security icons / signaling Privacy and trust language around fields asking for

personal data such as address, email, or credit card

Source: Marketing SherpaRef: http://www.marketingsherpa.com/article.php?ident=29685

No Onto The Shame Cases!

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How this works…

We look at a screen capture of a broken or failed experience

We align around what’s shamefully wrong

We discuss where the experience went wrong, and what could have been done to save it.

You all become expert user experience analysts

Shame Case 1: Lowes

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Submitted by: Anthony Moore (Thanks Anthony!)

Shame Case 1: Lowes

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Submitted by: Anthony Moore (Thanks Anthony!)

Shame Case 1: Lowes

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Submitted by: Anthony Moore (Thanks Anthony!)

Shame Case 1: Lowes

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Submitted by: Anthony Moore (Thanks Anthony!)

Shame Case 2: Gerhard’s Appliance

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Shame Case 3: Best Buy

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Shame Case 3: Best Buy

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Shame Case 4: Project Camelot

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Shame Case 4: Project Camelot

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Shame Case 4: Project Camelot

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Shame Case 5: Powers Motorsports

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Submitted by: JT Sherk Thanks John!

Shame Case 6: Syntec

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Shame Case 6: Syntec

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Shame Case 7: Connections

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Shame Case 8: DrugStore.com

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Submitted by: K SmithThanks K!

Shame Case 8: DrugStore.com

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Submitted by: K SmithThanks K!

Shame Case 8: DrugStore.com

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Submitted by: K SmithThanks K!

Shame Case 8: DrugStore.com

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Submitted by: K SmithThanks K!

Shame Case Honorable Mentions

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Shame Case Honorable Mentions

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Shame Case Honorable Mentions

Fin!Follow @ShameOnUX Visit ShameOnUX.com