您知道吗：电商平台上的购物车弃购率平均高达69.82%1。
作为电商卖家，Zui令人沮丧的事情莫过于看到顾客突然放弃购物车，尤其是当购物车里装满很多商品时更是如此。
好消息是，购物网站上导致顾客放弃购物车的很多问题都可以解决，您只需要了解具体的原因，并设法减少此类情况的发生即可。
我们通过研究发现，有8个常见原因会导致顾客在网购过程中放弃购物车，例如需支付运费以及配送时间过长等。我们整理了一些简单有效的步骤，可帮助您解决这些问题。
立即下载我们的免费资料，让您的店铺有更多消费者付款下单。
Why Users Abandon Their Cart
Now in all fairness to the e-commerce industry, a large portionof cart abandonments are simply a natural consequence of how usersbrowse e-commerce sites – many users will be doing window shopping,price comparison, saving items for later, exploring gift options,etc. These are largely unavoidable cart and checkoutabandonments.
In fact, our latest quantitative study of reasons forabandonment found that 48% of US online shoppers haveabandoned a cart within the last 3 months because “I was justbrowsing / not ready to buy”. Most of these will abandon evenbefore they initiate the checkout flow. However, if we segment outthis “just browsing” segment, and instead look at theremaining reasons for abandonments we get the followingdistribution:
Reasons for Abandonments During Cart & Checkout(2024 data):
48% Extra costs too high (shipping, tax, fees)
26% The site wanted me to create an account
25% I didn't trust the site with my credit cardinformation
23% Delivery was too slow
22% Too long / complicated checkout process
21% I couldn't see / calculate total order costup-front
18% Returns policy wasn't satisfactory
17% Website had errors / crashed
13% There weren't enough payment methods
9% The credit card was declined
Unlike the “just browsing” segment, a lot of theseissues can be resolved. In fact, many of them can befixed purely through design changes. Let’s take a look at just1 of 140 examples in our new checkout researchstudy:
22% of US online shoppers have abandoned an order in the pastquarter solely due to a “too long / complicated checkoutprocess”.
Now, our large-scale checkout usability testing shows that anideal checkout flow can be as short as 12-14 form elements (7-8 ifonly counting the form fields).
Yet, our checkout benchmark databasereveals that the average US checkout flow contains 23.48 formelements displayed to users by default. (14.88 if only counting theform fields.)
In other words, over 1 out of 5 shoppers have abandoned a cartin the last quarter due to a “too long / complicated checkoutprocess”, yet for most checkouts it’s possible to makea 20-60%reduction in the number of form elements shown to usersduring the default checkout flow. And again, this is just 1 ofthe 140 documented causes for checkout usabilityissues.
The Effects of Shopping Cart Abandonment: $260 Billion areRecoverable
If we focus only on checkout usability issues which we– during the past 10 years of large-scale checkout testing atBaymard Institute – have documented to be solvable, the averagelarge-sized e-commerce site can gain a 35.26% increase inconversion rate though better checkout design. And that isdespite testing the checkout flows of large e-commerce sites in theUS and EU, such as Walmart, Amazon, Wayfair, Crate & Barrel, ASOS,etc.
If we look at the combined e-commerce sales of $738 billion inthe US and EU, the potential for a 35.26% increase in conversionrate translates to $260 billion worth of lost orders which arerecoverable solely through a better checkout flow &design.
Now, achieving such gains won’t come easy. But even whenwe audit leadingFortune 500 companies, who’ve already run a couple of checkoutoptimization projects, we find that major gains are still possible.And the potential is big: our benchmark of thecheckout flows of 60 leading e-commerce sites show the average sitehas 39 potential areas for checkout improvements.
Learn more about our full checkoutresearch findings.