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Things That Annoy Customers During Online Checkout

blog | 3 min read

Things That Annoy Customers During Online Checkout

In 2018, the average cart abandonment rate was measured at 79.17%. Retail reports state that 63% of consumers expect personalisation as a standard of service, and other statistics show only 22% are satisfied with the level of personalisation they currently receive. In fact, 48% of shoppers have left a brand’s website and purchased from a competitor because of a poorly personalised experience.

Here are 4 things that annoy potential customers on your website:

1. Complicated Checkout Process

Did you know, 87% of customers will abandon their online carts if the checkout process is too difficult? One of the many things that make up the checkout of an online order is the address form. Using address validation in your web form simplifies the checkout, thus reducing the likelihood of cart abandonmet.

A quick and easy way of incorporating address management into your ecommerce website is through a cloud-based solution. With 53% of businesses who invest in cloud tools subsequently enjoying faster revenue growth than their competitors, find out more about the benefits of cloud address lookup here.

2. No Guest Checkout

Statistics show that 23% of customers abandon purchases because there’s no guest checkout option. Without this facility, users are forced to either login or register for an account which can lengthen the checkout process and ultimately cost your business a number of sales.

Facilitating guest checkout speeds up customer purchasing by only requiring an email address, meaning they can head straight to shipping and payment. This saves consumers a lot of time and may prompt them to subsequently register an account on your website for future purchases. After all, 52% of consumers return to purchase from a brand following a positive experience.

3. Overwhelming Drop-Downs

Don’t you just hate it when you have to scroll through a massive drop-down list to select the country you want your order to be delivered to? So do your customers. Not only does this time-consuming exercise annoy consumers but it also presents a number of issues.

A study by Baymard found 47% of websites in their benchmark had a country selector drop-down in their checkout form. The research revealed that large drop-downs present a lack of overview, scrolling issues, and inconsistent user interface. This can bewilder and intimidate customers. To combat this, avoid drop-downs where there are more than 10 options.

4. Non Mobile-Friendly Website

Retail conversion rates are lower than on desktops. On average, laptop and PC conversion rates are around 4.4%, whereas mobile measures at just 1.55%. The reason for this is the difficulty encountered when attempting to complete a purchase on a small mobile screen as opposed to a larger computer one.

Your website and checkout forms should be designed to accommodate customers on both desktop and mobile platforms. A mobile-friendly site will help satisfy your customers, thus reducing the likelihood of cart abandonment which in turn will increase conversion rates.

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