• Shopping Cart Abandonment Rate Statistics [Infographic]

    If you run an e-commerce business, you must be aware of Shopping Cart Abandonment Statistics of your website. For those who have never heard of this term before, Shopping cart Abandonment rate is the percentage of shoppers who placed products in the Shopping Cart but did not complete the check-out process

    According to researchers, the average Shopping Cart Abandonment Rate of e-commerce websites is 65.23%, which means that shoppers didn’t complete the checkout process 65 times out of 100.

    Our infographic on “Shopping Cart Abandonment Rate Statistics” covers some interesting facts about the following:

    • Shopping cart abandonment
    • Online conversion
    • Major reasons why shoppers never complete the checkout process
    • What you should do to reduce the shopping cart abandonment rate of your website to increase your sales

    Shopping cart abandonment rate-  Statistics and Trends

     

    Infographic by- Invesp conversion optimization company

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    The average online conversion rate is 2.13%

    The average value of an online order is $116.58

    Why Web Buyers abandon Shopping Carts

    Reasons%age
    High Shipping Costs44%
    Not Ready to purchase41%
    High Product Price25%
    Wish To Review Selected Products Later24%
    Shipping Costs Not Clearly Mentioned22%
    No Guest Checkout Option14%
    Being Asked Too Much Information12%
    Complex Checkout Process11%
    Website Too Slow11%
    Additional Costs Charged Towards Taxes8%
    Insufficient Payment Options7%
    Slow Shipping6%
    Spam With Offers6%
    Website Crashed5%

     

    81% of the organic traffic of E-commerce sites comes from Google

    Search EngineOrganic Traffic Percentage
    Google71.2
    Bing13.6
    Yahoo9.6
    AOL1.7

     

    Average Conversion Rate of Different Traffic Channels

    ChannelAverage Conversion RateAverage Order Value
    AOL2.9%$105.27
    Yahoo2.6%$105.13
    Bing2.4%$104.62
    Google1.9%$100.16
    Facebook1.2%$102.59
    Twitter0.5%$121.33

     

     

    7 Elements Of The Checkout Process In Terms Of The Importance

    1. Fears, Uncertainty & Doubts
    2. Incentives
    3. Trust indicators
    4. Visitor Persona
    5. Buying Stage
    6. Complexity of purchase
    7. Engagement

     

    Top 10 Conversion Optimization Problems In The Checkout Process

    1. Insecure checkout
    2. Not allowing for “Guest Checkout”
    3. Displaying website navigation during the checkout process
    4. Losing customer input when a submission causes an error
    5. Layout page design that conflicts with eye flow
    6. Similarly designed multiple calls to action buttons in close proximity
    7. Not displaying visitor’s progress in the checkout process
    8.  Displaying discount code box late in the checkout
    9. Requiring unnecessary information
    10. Using cross-sells and up-sells during the checkout process

Khalid Saleh

Khalid Saleh is CEO and co-founder of Invesp. He is the co-author of Amazon.com bestselling book: "Conversion Optimization: The Art and Science of Converting Visitors into Customers." Khalid is an in-demand speaker who has presented at such industry events as SMX, SES, PubCon, Emetrics, ACCM and DMA, among others.

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Khalid Saleh

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10 thoughts on “Shopping Cart Abandonment Rate Statistics [Infographic]”

  1. Anonymous says:

    This is a really important factor I never thought about and have often done myself. I think a lot of people see stuff they like and just add it to the cart then once they’ve finished not realised how much they have added! If you have a high % of this I think you’re right that it’s something that needs addressing to improve. I really like the infographic it’s a great way of sharing info clearly.

  2. Lisa Fast says:

    Your infographic is a nice way to pull these messages together – that there IS something sites can do to reduce abandonment.

    Sadly I can’t refer people to it because it has an error that causes confusion – the headline says 81% of the organic traffic comes from Google, but the graph below says 71%. Clearly it’s 71%.

    I’m interested in the source and timeframe of this data. Above the infographic it just says ‘According to researches’. Not sure if you meant ‘researchers’ or ‘research’. Just wondering because 65% seems high these days – although as an average it would cover sites with low and high abandonment rates. What kind of range are you seeing in the research?

    Thanks!

  3. In the process of rethinking our shopping cart – this will be very useful in planning a new strategy! Very cool!

  4. Very interesting checkout data, but what is the data source?
    Please share 🙂

    Thanks
    Ophir

  5. Christoph says:

    Very interesting. Thanks a lot. Also for the infographic.
    Can you please share your data-source? That would be great.
    Thanks
    Chris

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