Why Do Almost 70% of Shoppers Abandon E-commerce Website Pages?

What causes online shopping cart abandonment?According to a recent blog post, “What Makes Shopper’s Click? A Lesson in E-Commerce Consumer Psychology”—once shoppers reach the checkout stage of a business website, they bail almost 70% of the time. So, not only are you losing out on the revenue from those potential sales, there are additional losses of the time and money spent on the efforts used to drive traffic to your business website in the first place.

The next logical question then is…”What tweaks are you making to your web pages to improve the chances that your prospects stay longer on your site and ultimately become your client or customer?”

The blog post published on ConversionScientist.com and written by Emma Bostwick goes on to list the reasons why shoppers abandon website pages prematurely and what page elements you should be paying close attention to by tweaking them and keeping your prospects on your pages.

Visuals *92.6% of visitors say the “visuals” help them decide (in 90 seconds or less) whether or not they’ll stay around to buy.

Images *58% more sales are made online when there are “multiple product shots” posted.

Videos *52% of visitors are willing to stay on a website longer when product videos are posted.

Product Reviews *85% of visitors read online reviews for local businesses before buying.

Discount Promos *57% of visitors say they would not buy if there hadn’t been an online coupon or discount code available.

Shipping *59% of visitors say shipping costs help them determine whether or not they ultimately make an online purchase.

Payment Type *59% of online buyers say they abandon a cart if their preferred method of payment is NOT available.

Emma’s post gives some general design advice on how to cut down on abandonment rate—use a design that is simple and clear, that guides visitors through the checkout process easily.

One way she says this can be done is by adding a “checkout progress bar” in view so that shoppers know where they are in the buying process.

And as I always say…once you’ve tweaked these elements, it is a good idea to test variations of them in A/B tests for each to find out what brings your business the maximum ROI for the time and money you spend on your online business efforts.

Read Emma’s post regarding consumer behavior and e-commerce websites here!

How a “Two-Word” Change Boosted Conversion Rate by 77%

tested copy

Two little words…yes…the words— “a quote” —were replaced simply by the word “pricing.”

This little change garnered a jump in response by 77% according to another Marketing Experiments test.

When they tested a change in a call-to-action that originally read, “Request a quote” TO “Request pricing”—they got a boost of 77% in their response.

They wanted to start testing various important elements of their web page to see if they could get more leads. Starting out with something small…they decided to test their call-to-action.

The Marketing Experiments team made the one small “two-word change” thinking that the current words, “a quote”, might be as they put it, “a point of potential friction in their lead generation process.”

The thought behind it was that the words, “Request pricing” were more direct and took the vagueness out of the prospect’s mind.

“Request a quote” = 1.03%

“Request pricing” = 1.83%

Difference= 77.6%

The test as they put it worked in their favor…”because it spoke to users as people and not at users as prospects.”

As this small experiment proved…and as I talk about often…it is worth the time to make small tweaks to the most important elements of your web pages or marketing messages to see if you can improve your conversions.

You can read the experiment summary at the Marketing Experiments blog.