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
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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
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4. Remember the Results…
purchases increased 45%
$15 million extra the first month.
First year, the site saw an
additional $300,000,000.
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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
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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
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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
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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
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9. Shame Case 1: Lowes
Submitted by: Anthony Moore (Thanks Anthony!)
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10. Shame Case 1: Lowes
Submitted by: Anthony Moore (Thanks Anthony!)
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11. Shame Case 1: Lowes
Submitted by: Anthony Moore (Thanks Anthony!)
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12. Shame Case 1: Lowes
Submitted by: Anthony Moore (Thanks Anthony!)
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