Shame On UX May 2012 Meet-Up
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This is the deck from the May Meet-Up focused on Checkout Optimization & Shopping Cart User Experience
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Shame On UX May 2012 Meet-Up
- 2. 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 Follow @ShameOnUX
- 3. Remember The $300 Million Button… Before After Email Address: Email Address: Password: Password: Login Register Login Continue Forgot password? Forgot password? Source: User Interface Engineering. Ref: http://www.uie.com/articles/three_hund_million_button Follow @ShameOnUX
- 4. Remember the Results… purchases increased 45% $15 million extra the first month. First year, the site saw an additional $300,000,000. Follow @ShameOnUX
- 5. Top Reasons Shoppers Abandon Carts According to Invesp 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: Invesp Ref: http://www.invesp.com/blog/cro/shopping-cart-abandonment-rate-statistics-infographic.html Follow @ShameOnUX
- 6. Top Reasons Shoppers Abandon Carts According to Forrester Research 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 Research Ref: http://blogs.forrester.com/reineke_reitsma/09-10-16-data_digest_shopping_cart_abandonment Follow @ShameOnUX
- 7. Top Reasons from Consumers Surveyed 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 Sherpa Ref: http://www.marketingsherpa.com/article.php?ident=29685 Follow @ShameOnUX
- 8. No Onto The Shame Cases! 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 Follow @ShameOnUX
- 9. Shame Case 1: Lowes Submitted by: Anthony Moore (Thanks Anthony!) Follow @ShameOnUX
- 10. Shame Case 1: Lowes Submitted by: Anthony Moore (Thanks Anthony!) Follow @ShameOnUX
- 11. Shame Case 1: Lowes Submitted by: Anthony Moore (Thanks Anthony!) Follow @ShameOnUX
- 12. Shame Case 1: Lowes Submitted by: Anthony Moore (Thanks Anthony!) Follow @ShameOnUX
- 13. Shame Case 2: Gerhard’s Appliance Follow @ShameOnUX
- 14. Shame Case 3: Best Buy Follow @ShameOnUX
- 15. Shame Case 3: Best Buy Follow @ShameOnUX
- 16. Shame Case 4: Project Camelot Follow @ShameOnUX
- 17. Shame Case 4: Project Camelot Follow @ShameOnUX
- 18. Shame Case 4: Project Camelot Follow @ShameOnUX
- 19. Shame Case 5: Powers Motorsports Submitted by: JT Sherk Thanks John! Follow @ShameOnUX
- 20. Shame Case 6: Syntec Follow @ShameOnUX
- 21. Shame Case 6: Syntec Follow @ShameOnUX
- 22. Shame Case 7: Connections Follow @ShameOnUX
- 23. Shame Case 8: DrugStore.com Submitted by: K Smith Thanks K! Follow @ShameOnUX
- 24. Shame Case 8: DrugStore.com Submitted by: K Smith Thanks K! Follow @ShameOnUX
- 25. Shame Case 8: DrugStore.com Submitted by: K Smith Thanks K! Follow @ShameOnUX
- 26. Shame Case 8: DrugStore.com Submitted by: K Smith Thanks K! Follow @ShameOnUX
- 27. Shame Case Honorable Mentions Follow @ShameOnUX
- 28. Shame Case Honorable Mentions Follow @ShameOnUX
- 29. Shame Case Honorable Mentions Follow @ShameOnUX
- 30. Fin! Follow @ShameOnUX Visit ShameOnUX.com