There are few key performance indicators that everyone focuses on for an e-commerce store: conversion rates, average order value, and the number of monthly visitors, site revenue, and the cost per acquisition. These metrics translate into money in the bank (or lack thereof).

Each of these KPIs is influenced by a variety of other metrics that causes them to go up or down.

It is important to state that abandonment rates are incredibly site-specific. Establishing market standards for them is difficult. Each site, with its customer base and specific audience, will require its unique evaluation and solutions.

Online shopping cart abandonment is epidemic. Depending on your source, the time of year and the particular website, abandonment rates generally range from 60% to 80%.

While we accept that high abandonment rates are the nature of ecommerce and online shopping, looking at it from another perspective underlines the gravity of the problem: after putting an item into a cart, customers are twice as likely to leave than to continue through the checkout process.

Here’s a little more perspective: according to Forrester Research, the estimated dollar value of items in abandoned carts is $31 Billion.

But every problem is an …

If you haven’t yet, you should check out the  “Shopping Cart Abandonment Rate Statistics” infographic posted earlier on the Invesp blog. Khalid’s opening sentence says it all – “If you run an e-commerce business, you must be aware of the Shopping Cart Abandonment Statistics of your website”.

But, if you don`t know your stats, the infographic is a great place to start, because there, plain as day, right off the top, are simple, easy to understand data that can instantly reduce your shopping cart abandonment rate by at least 10%.

Some Things are Difficult to Change

Check the “Why Web …

I would love to be able to share the actual client data but they would like to remain anonymous. Ayat is leading a full website conversion optimization project for an apparel company. We focused on the checkout process during the first phase of the project. Our goal was to reduce shopping cart abandonment rates. We asked the client do 3 things:

1. Add an “assurance center” to the right navigation of the cart page. The goal is to reduce any FUDDs, customers may have (note: image of Land’s End assurance certain is an example. They are not our client)

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