Less than one third of all shopping carts make money for their owners
|61%||Shipping, tax and other "extra costs"|
|35%||Forced account creation|
|27%||Long, complicated checkout|
The web's full of checkouts where, once it was actually working at all, the programmers all ran for the door. Research shows that the majority of sites are hurting with well-known conversion-dampeners.
Someone should take a second look at that checkout process. I'll evaluate it from the point of view of your customers, as I make a video of myself actually buying something on your site.
If your shopping cart's conversion rate were average, would you be satisfied with that?
The world average of 69% failure sets the bar pretty low. But it also represents a truly massive opportunity for those online shops that do something about it.
Have you got that mercurial checkout Amazon would kill for? Or are you munching along with the herd at 31% success? What difference would it make to your income?
Kill factor = percentage of shoppers who gave it as a reason for abandoning a cart in the last 3 months (Baymard Institute Study)