Infographic: Consumer Psychology & E-Commerce Checkout

By: Wes McDowell | February 5th, 2014 | 4 comments

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It is certainly no secret that e-commerce is big business. It is quite difficult to find a business these days which doesn’t have some sort of online presence to represent them.

Most e-commerce entrepreneurs are only too aware of how fundamental strong website design can be. A website represents a brand, invokes consumer trust, and presents services and products to potential customers.

Scroll down to see the infographic!

If a business invests within its website design resulting in an easy to navigate site which has rich content and aesthetic appeal, it can lead to strong customer sales and business success. If designed poorly, no matter how strong the business products or services are, the website will simply let the business down. It takes a considerable amount of work to put a website together if created properly – design, layouts, content, product images and branding are all essential factors which require attention and thought, it is easy to focus your attention on the main site and shop front itself and forget other important factors…

One aspect of a website which is often given a last thought by e-commerce businesses is the checkout section design. Latest statistics indicate the current checkout abandonment rate stands at a staggering 67.4%. While many online businesses are enticing customers to add products to their cart, they are failing to process sales.

The checkout section is actually one of the most important aspects of an e-commerce site. While it is an extremely difficult task to build website traffic, create/buy appealing products and present them in the correct manner, if the checkout layout or any aspect of the checkout puts a customer off from proceeding through to the payment stage, the sale is lost, and the time and effort input into the production of the rest of the website and marketing, is wasted.

Consumers can be easily put off, spelling mistakes; poor navigation, shipping costs, delivery times, and number of stages within a checkout are all factors which affect a purchase decision.

Famous clothing brand ASOS, managed to decrease their checkout abandonment rates by 50% by implementing a guest checkout option where customers didn’t have to register for an account. Such a small change, dramatically improved sales for the clothing outlet. This indicates just how much of an impact the checkout can have upon sales, small changes, improvements, or tweaks can make a big difference and transform the success of a business.

It is also important that online businesses remember to consider that 62% of smart phone shoppers make regular purchases – approximately one a month, therefore easy to use navigation and general usability must consider those using small devices with smaller touch screen buttons – user frustration will only add to increased checkout abandonment rates, especially as smart phone e-commerce is on the increase.

Vouchercloud.net have put together this new infographic to give an insight into why consumers are abandoning their carts in a bid to aid online businesses to increase sales and make improvements to their online checkout process.

e checkout process infographic

4 Responses to Infographic: Consumer Psychology & E-Commerce Checkout

  1. Alex Morris says:

    I must admit it’s a bit of a sad reflection on my patience. I’ll be sitting there for a few seconds and if the site’s not loading it’s clear there’s been some horrendous error, or my laptop’s broken, or the moronic broadband connection’s playing up. I will return and try again later, though, I don’t abandon things merely on a one off.

    Good infographic, though. Shipping costs are always nasty things.

Trackbacks/Pingbacks

  1. [...] According to recent data on eCommerce sites, the current checkout abandonment rate is upwards of 67%. It’s clear that there’s room for improvement, and fortunately, it’s also pretty clear what can be done to greatly improve these rates. There are several major reasons why customers abandon their carts. By addressing them one by one, you’ll see that each of them have manageable, if not surprisingly easy, solutions that will set you well on your way to a sophisticated and streamlined checkout system. [...]

  2. [...] According to recent data on eCommerce sites, the current checkout abandonment rate is upwards of 67%. It’s clear that there’s room for improvement, and fortunately, it’s also pretty clear what can be done to greatly improve these rates. There are several major reasons why customers abandon their carts. By addressing them one by one, you’ll see that each of them have manageable, if not surprisingly easy, solutions that will set you well on your way to a sophisticated and streamlined checkout system. [...]

  3. [...] Selon une étude publiée en Février 2014, le taux d’abandon est supérieur à 67 % sur les pages de paiement des sites de e-commerce. Ce chiffre laisse une bonne marge de progression sur ce qui constitue le dernier jalon avant la conversion ! Heureusement, il existe des solutions bien précises pour améliorer ces résultats. On peut distinguer plusieurs freins majeurs qui poussent les utilisateurs à abandonner leur panier. [...]

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