A recent survey of online shoppers has found that extra costs were the top reason they’ve abandoned their carts, with almost half (48%) saying shipping, tax, and other fees pushed them to leave before checking out.
(Source: Baymard)
Baymard Institute’s data found the average cart abandonment rate to be 70.19%, based on calculations of nearly 50 different studies with e-commerce statistics.
In calculating the 48% who left because of extra fees — along with the 26% who left because they didn’t want to create an account and 25% who didn’t ultimately trust the site with credit card information — Baymard segmented out the “I was just browsing”-type responses.
While these top reasons might need to be remedied with bigger-picture considerations, Baymard’s research points to smaller resolvable considerations which “can be fixed purely through design changes.”
Baymard specifically highlights the 22% who’ve abandoned because of a complicated checkout process, something that most checkouts can substantially fix — by as much as 20-60%, Baymard estimates.
“If we focus only on checkout usability issues … the average large-sized e-commerce site can gain a 35.26% increase in conversion rate [through] better checkout design,” Baymard says. “If we look at the combined e-commerce sales of $738 billion in the US and EU, the potential for a 35.26% increase in conversion rate translates to $260 billion worth of lost orders which are recoverable solely through a better checkout flow [and] design.”
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