85% Of Customers Turn Away At Checkout. Why?

Do you know that more than 8 out of 10 online customers turns away at checkout page?

According to research done by baymard, 69% of all e-commerce visitors abandon their shopping cart just before they hit that checkout button. The items are in the cart ready for payment, but for some valid reason, majority of them just leave their cart at the checkout counter.

And it gets worse from here on. According to the same study, of the 30% left, half of them are abandoned at the checkout stage or in the payment process. Which means only 15% of users who initiate purchase end up actually paying. That’s a staggering 85% of customers turning away at checkout!

Checkout the most important but neglected part of webshops

We all know that the checkout stage is the most important and yet can be the most neglected part of your funnel. Users who made it all the way down to the bottom of your funnel eating up your ad spend and nurture efforts are the most painful to lose, don’t you agree?

Speed, simplicity and reliability is what users look for in a payment page. Anytime, on any device. This means constantly optimizing your payment page’s performance and paying close attention to what everyone else is doing. Neglecting your payment page will cost you in the long run. Says involve.

An easy payment process makes or breaks a sales conversion. It is the final stage of every customer journey that began on product searching. But without them completing the purchase is the ecommerce website developer’s fault as much as the website owner.

The #1 culprit for customers turning away at checkout is website usability issues.

Usability is all about making things easier to use. A website should do all the work and present visitors only with the things they’re looking for. Usability is also about the experience people have using your website, so attention to detail matters, as do the presentation and feel of the page from copy to payment completion.

Here are five usability issues that turns off customers

-Tiny Clickable Hyperlinks and buttons.

Hyperlinks and buttons are designed to be clicked. So, it would serve your website well to make them stand out and easy to recognized. The gist is for everything to be easy to use.

-Bad Way to Use Pagination

Pagination is meant to help your customers and users find their way around your contents nothing more. I have seen websites that breaks down their articles to tiny bits. This is a bad way to do use pagination.

-Bad checkout design.

A well-designed checkout can greatly improve the customer experience, building trust and increasing sales. Meanwhile, a badly-designed checkout can create confusion and distraction, causing your customers to abandon their carts well before the finish line.

-Misplaced calls-to-action.

If the user doesn’t see a CTA how likely is he to click it? Buttons that are too small or are lost in the noise of graphics and text are what lead to “Button Blindness”. No one has the time to find one to click.

-Difficult to get in touch with site owners

User engagement is important if you want to build loyal customers. Quickly answering people’s questions and fixing their problems doesn’t just mean that you have good customer service – it means you care, and your customers and visitors will appreciate it.

Below are bonus usability issues that makes customers turn away at checkout. Fix them and you’ll see a spike on your sales!

-No Search contents or products functionality.

Our usability studies show that more than half of all users are search-dominant, about a fifth of the users are link-dominant, and the rest exhibit mixed behavior. The search-dominant users will usually go straight for the search button when they enter a website: they are not interested in looking around the site; they are task-focused and want to find specific information as fast as possible.


-Old Permalinks pointing nowhere.

Avoid the dreaded “Page not found!” message. Most online customers are frustrated when they click on a link in your store and they get that “page not found” message! Audit your website for old and deleted pages.

-To many fields in the registration forms.

I hate this personally. Why do people have to invest time and effort to register, and then they have to invest even more time and effort in future to remember what user name and password they used? Keep your registration from to the minimum field.

-Too many things to do in the checkout process. 

Just like the long registration above, check out pages does not have to be long and some times a 5 page process.

Offer a smoother and easy payment process with an easy payment option that will ensure quick conversions. At Shoptech.media, we have reduced our payment processing page to just one in all our ecommerce website development. All the customer needs to make a complete purchase is readily reachable.

-Sneaky fees at the shipping process.

Hidden costs are one of the primary reason your visitors leave without purchasing, ranking first in both probability and impact. 25% of customers specifically cited shipping costs as the primary reason driving them away.

The best course of action is to state all costs from the outset.

-Lack of personal touch . 

Be personal. By the time the users gets to the bottom of your funnel, you will have more than enough information to do so.  Check out the difference between the two following sentence!

“Your order is ready to be shipped”

“Your Italian shirt will be shipped on Friday, Josh!”

The first one is boring and passive. While the second one is customer-centric! This is where things at in 2020 customer centric payment pages.

More Ecommerce Resource you may want to check:

5 Ways How to Genuinely Care For Your Customers

12 Key Causes of Customer Dissatisfaction That is Bad For You Business

Smart Ways To Improve Customer Retention For Your Ecommerce

6 Time-Tested Ecommerce Marketing Strategy That Works Everytime

In Conclusion

The checkout process is the most important part of an ecommerce. Spend more time improving and honing it. Follow the checklist above and audit your online business!


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