Checkout Usability Guidelines for reducing cart abandonment Rachele - - PowerPoint PPT Presentation

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Dec 13, 2022 226 likes •348 views

Checkout Usability Guidelines for reducing cart abandonment Rachele DiTullio - User Experience Architect 23 May 2014 Top reasons for cart abandonment Baymard survey: June 2013 1,505 respondents US internet users age 18+ When something

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Checkout Usability

Guidelines for reducing cart abandonment

Rachele DiTullio - User Experience Architect 23 May 2014

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Top reasons for cart abandonment

Baymard survey: June 2013 · 1,505 respondents · US internet users age 18+

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When something unexpected

r unclear occurs,

customers tend to think they did something wrong.

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63 Usability Guidelines

Data Input (15) Layout (15) Flow (7) Copywriting (8) Navigation (8) Focus (10)

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Severity & Frequency

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Data Input Guideline Use ‘ shipping address’ as ‘ billing address’ by default .

eBags - www.ebags.com - 21 April 2014

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Copywriting Guideline Add descript ions t o form field labels.

Best Buy - www-ssl.bestbuy.com - 23 April 2014

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Layout Guideline Use clear error indicat ions.

Sony - store.sony.com - 24 April 2014

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Navigation Guideline Allow your cust omers t o force- proceed t hrough pot ent ially wrong validat ors.

Walmart - www.walmart.com - 24 April 2014

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Flow Guideline Have a complet ely linear checkout process.

Bare Necessities - www.barenecessities.com - 24 April 2014

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Focus Guideline Regist rat ion should be opt ional.

Crate and Barrel - www.crateandbarrel.com - 24 April 2014

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A quick pitch for usability testing...

Designers ≠ Users
5 users will find 85% of the problems
Fix the design, test again → iterate
Cheaper than fixing after development