{"id":804,"date":"2017-12-07T06:00:04","date_gmt":"2017-12-07T06:00:04","guid":{"rendered":"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/?p=804"},"modified":"2020-10-14T08:00:49","modified_gmt":"2020-10-14T08:00:49","slug":"data-shows-ecommerce-sites-flaws","status":"publish","type":"post","link":"https:\/\/www.cartstack.com\/blog\/data-shows-ecommerce-sites-flaws\/","title":{"rendered":"How Data Shows Your Ecommerce Site Flaws and How To Fix Them"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">When you\u2019re testing and optimizing your site, it\u2019s easy to get muddled in the process. With so many metrics and KPIs to consider, your head might be swimming trying to keep it all together. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But when you know exactly what your data means, and how to interpret it, it can be the window into exactly what you need to do to work the kinks out of your ecommerce site. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A lot of people focus on certain KPIs that you should be following, and while that\u2019s great, it ultimately doesn\u2019t mean anything unless you can translate those KPIs into actionable tips that you can implement immediately. They\u2019re concrete goals that should guide you on your way. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are 4 main KPIs that you can use to determine if there are UX&nbsp;optimization issues in your ecommerce store:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Bounce Rate<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mobile optimization issues<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Discovery failure<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Conversion failure<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">I\u2019m going to go into each one and outline exactly how you can fix potential flaws that are driving down your conversion rate. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Bounce Rate: How to Keep your Customers Glued to your Site<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When you have a particularly high bounce rate, it means that your site is getting visits, but those visits aren\u2019t producing anything concrete because your user is leaving your site before even navigating to another page. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s the worst, right? How do you transform this bounced user into a customer? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best thing you can do is understand why your users are bouncing from your site. A high bounce rate can be any number of reasons, but typically, a user will bounce <\/span><b>because they determine right from the home page that whatever your site seems to be about just isn\u2019t for them<\/b><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The average bounce rate is <\/span><a href=\"https:\/\/www.clicktale.com\/resources\/blog\/the-3-types-of-bounce-rate-and-what-they-say-about-your-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">33.9% for an ecommerce site<\/span><\/a><span style=\"font-weight: 400;\">. Understand that if your bounce rate is significantly higher than this, there might be a big problem. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why do Visitors Bounce?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Your bounce rate ultimately tells you what the quality of your traffic is. For example, say you\u2019re bringing in tons of organic or social traffic, but sales are just not happening and your bounce rate is through the roof.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"img_responsive alignnone wp-image-806\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/dat-bounce-rate-tho-1.png\" alt=\"\" width=\"700\" height=\"206\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/dat-bounce-rate-tho-1.png 1898w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/dat-bounce-rate-tho-1-300x88.png 300w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/dat-bounce-rate-tho-1-768x226.png 768w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/dat-bounce-rate-tho-1-1024x301.png 1024w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Maybe it\u2019s time to rethink that retargeting campaign&#8230;<\/span><\/p>\n<p><b>You need to ask yourself if you\u2019re ranking for the keywords that are bringing in the right visitors. <\/b><\/p>\n<p><span style=\"font-weight: 400;\">For example, if people are landing on your site from Google and aren&#8217;t purchasing, it means that your search terms aren\u2019t bringing in the people who are looking to buy a product. It ultimately means that your SEO might be off, or you\u2019re ranking for something that\u2019s not particularly relevant for your site. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another hypothesis is that it\u2019s not your traffic that\u2019s the problem- but your landing page. Is it conveying the message that speaks to your customers\u2019 intentions (read: to buy)? Are your products attractive enough to pull them deeper into the bowels of your product catalogue? Is your site not loading quickly enough? \ud83d\ude31<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is where you need to get crafty. A\/B testing can help you determine whether or not your <a href=\"https:\/\/blog.wishpond.com\/post\/90665754294\/how-to-create-a-sales-funnel-with-landing-pages\">landing page funnel<\/a> has issues, and a proper heatmap can show you how your customer interacts on your site. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This could also be a question of questionable navigation. If your customers aren\u2019t really sure where to go next, or something looks like a link and just isn\u2019t, a frustrated customer could leave your site, never to return. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regardless of the reason, it\u2019s time to test and understand exactly why this is happening. Once you know the reason behind the bounce, &nbsp;you can stop it in it\u2019s tracks. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make sure the reason isn\u2019t loading time for your ecommerce site (which you can easily check with <\/span><a href=\"https:\/\/developers.google.com\/speed\/pagespeed\/insights\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Google PageSpeed Insights<\/span><\/a><span style=\"font-weight: 400;\">). Speed can be the ultimate conversion killer, and if that\u2019s the reason for an unusually lofty bounce rate, you\u2019ve got bigger problems. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Mobile Optimization Issues: Why Discourage your Largest Browsing Channel?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Mobile is a bigger deal than ever, and if you haven\u2019t already optimized your site for easy mobile browsing, it\u2019s time to get on that. <\/span><\/p>\n<p><b>No, really. Like, nowish.<\/b><\/p>\n<p><a href=\"https:\/\/www.theguardian.com\/technology\/2016\/nov\/02\/mobile-web-browsing-desktop-smartphones-tablets\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Mobile browsing overtook PC browsing in 2016<\/span><\/a><span style=\"font-weight: 400;\">, making the growing trend of omnichannel shopping more concrete than ever before. Users are choosing to browse on mobile before purchasing on PC, which means you need a fluid UX&nbsp;transition between devices. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Following this disruption, Google announced it\u2019s <\/span><a href=\"https:\/\/searchengineland.com\/googles-mobile-first-index-rolled-site-will-roll-slowly-285590\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Mobile First Indexing<\/span><\/a><span style=\"font-weight: 400;\">, where sites that are optimized for mobile and native mobile sites would get first priority in Google searches. While Mobile First Indexing will roll out slowly over this year and next, getting ready now does nothing but prepare you for the change.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How to Optimize for Mobile:<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You know what absolutely kills all possibility of mobile optimization? Molasses slow page loading speed. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The good news is that mobile speed can also be tested on Google Page Insights, and there are other tools you can use to check mobile speed across devices and browsers:<\/span><\/p>\n<p><a href=\"https:\/\/www.webpagetest.org\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Webpagetest.org<\/span><\/a><span style=\"font-weight: 400;\"> lets you test a slew of different variables. You can choose the device you want to test, the browser, and the location.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"img_responsive alignnone wp-image-810\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/webpageperformancetest-1.png\" alt=\"\" width=\"700\" height=\"328\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/webpageperformancetest-1.png 1272w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/webpageperformancetest-1-300x141.png 300w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/webpageperformancetest-1-768x360.png 768w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/webpageperformancetest-1-1024x480.png 1024w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">However, I\u2019d also like to note that sometimes for popular tests, the wait time can be a bit long. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">DareBoost also lets you test your site, and much like Google PageSpeed Insights, it gives you tips on how to fix what\u2019s bogging down your site. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"img_responsive alignnone wp-image-811\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/dareboost-screen-shot-1.png\" alt=\"\" width=\"700\" height=\"646\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/dareboost-screen-shot-1.png 954w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/dareboost-screen-shot-1-300x277.png 300w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/dareboost-screen-shot-1-768x708.png 768w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">While there are <\/span><a href=\"https:\/\/www.divvit.com\/blog\/5-ux-errors-secretly-killing-conversion-rate?utm_source=cartstack&amp;utm_medium=blog&amp;utm_campaign=gp\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">tons of things you can do to optimize your site for mobile users<\/span><\/a><span style=\"font-weight: 400;\">, speed is usually the first thing to fix. Once you get the loading speed and size of your page sorted, start working on creating a design made with mobile in mind. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Discovery Failure: When your customer browses, but doesn\u2019t buy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">But maybe your bounce rate is low, and your site is mobile-perfect. Maybe your customers are dropping off somewhere in between landing on your site and purchasing. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Discovery failure is when your customer navigates through your site, but ultimately never adds products to their carts. Something is discouraging your customer from even engaging with the checkout page, and that\u2019s not good for your conversion rate. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How to Know if your Customers are Failing in Product Discovery<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">According to Smart Insights, the <\/span><a href=\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/typical-average-add-cart-conversion-rates\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">average Add-to-Cart rate is 8.7%<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-809\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/smartinsightsaddtocartrates-1.png\" alt=\"\" width=\"1211\" height=\"688\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/smartinsightsaddtocartrates-1.png 1211w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/smartinsightsaddtocartrates-1-300x170.png 300w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/smartinsightsaddtocartrates-1-768x436.png 768w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/smartinsightsaddtocartrates-1-1024x582.png 1024w\" sizes=\"(max-width: 1211px) 100vw, 1211px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">This means that 92% of your customers either bounce, or fail in the discovery phase. Divvit\u2019s own data echos this table: <\/span><b>93% of our customer\u2019s visitors fail during discovery<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"img_responsive alignnone wp-image-807\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/failed-disovery-rate-1.png\" alt=\"\" width=\"700\" height=\"281\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/failed-disovery-rate-1.png 1910w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/failed-disovery-rate-1-300x121.png 300w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/failed-disovery-rate-1-768x309.png 768w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/failed-disovery-rate-1-1024x412.png 1024w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">In this shot in particular, the failed discovery rate doesn\u2019t look too bad, all things considered. However, there are a few channels where the rate is not only above average, but the conversion rate is pretty low too. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The failed discovery rate by itself isn\u2019t necessarily the only metric to look at, but combined with conversion and bounce rate, it can let you know that something might be wrong with your UX&nbsp;and navigation. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why Customers Leave an Ecommerce Site during Product Discovery<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Also known as \u201cBrowse Abandonment,\u201d these window shoppers drive down your already typically low conversion rate. &nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why do customers leave a site before even adding anything to their carts?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Like most reasons, there are tons of variables that can be the difference between conversion and a customer leaving your site. Product discovery failure can be anything from window shopping, to a navigation that discourages your customer from purchase. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">An unusually high browse abandonment rate could mean something a bit more serious than a simple case of \u201cjust browsing.\u201d This could mean that there\u2019s something wrong with your navigation, or that your customer couldn\u2019t easily find what they were looking for. <\/span><\/p>\n<p><b>Optimize your Product Pages:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Your landing page isn\u2019t the only thing to optimize: your product pages are the equivalent of your customers picking up and touching your product in a physical store. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make sure you have the critical information above the fold:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A clear, bright call to action that tells the customer what to do next (ex: The \u201cAdd To Cart\u201d button)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Product description with killer copy that incites a customer to buy<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Product variations (color, size, quantity, etc)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Price- for obvious reasons. Add discounts and stock levels if they\u2019ll create a sense of urgency<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Product photos in several angles that you can zoom in to see the product either in actual size, or as close as possible<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Product videos to show your customers what interacting with the product is like<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Review star ratings<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If you offer free shipping, make sure that stands out to your customer<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Here\u2019s what this looks like put into practice:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"img_responsive alignnone wp-image-808\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/Product-page-optimization-1.png\" alt=\"\" width=\"700\" height=\"700\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Product-page-optimization-1.png 800w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Product-page-optimization-1-150x150.png 150w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Product-page-optimization-1-300x300.png 300w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Product-page-optimization-1-768x768.png 768w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Less crucial, but great information should be below the fold:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The finer details of the product: dimensions, weight, SKU etc<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Detailed customer reviews that will win the trust of your customers (and boost your SEO to boot!), not to mention product pages with reviews <\/span><a href=\"https:\/\/www.digitalcommerce360.com\/2015\/01\/22\/product-reviews-boost-revenue-online-visit-62\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">convert 58%&nbsp;more<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Related products in case this isn\u2019t quite what your customer is looking for<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Trustmark or a related secure payment information to let the customer know that you\u2019re legit<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Information on returns and shipping policy<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This is the bare bones of what you should have on your products pages (though you could add much more depending on your products and customers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is in no way, shape, or form the perfect product page. What works best for your site and customers will completely depend on your testing. <\/span><\/p>\n<p><b>Optimize your Navigation:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Your navigation should be clean and simple from A to Z. It should lay out the hierarchy of your site and follow a logical path. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using breadcrumbs on your product pages will display that hierarchy and allow your customer to navigate back to categories or filters that you\u2019ve put into place. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also make sure that your internal search is functioning properly. You should account for misspellings and typos, and never show just a blank page if the search comes up empty. Always suggest other products that the customer might be interested (and obviously, related to the original search if you can). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best way to understand where the problems that cause failed discovery are is to A\/B test everything. Not just for checkouts and landing pages, A\/B testing can be the difference in several percentages of conversion just from changing your CTA&nbsp;buttons from one color to another. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Testing is the best way to find <\/span><b>your perfect product pages.<\/b><span style=\"font-weight: 400;\"> This is far from a one size fits all situation, though the best practices definitely work for everyone. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why Customers Abandon their Carts, and How to Fix it<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Cart abandonment is a huge subject in ecommerce: a whopping<\/span><a href=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/browse-abandonment-emails-online-retailers\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"> 7 out of 10 of customers abandon their carts<\/span><\/a><span style=\"font-weight: 400;\">. Unlike discovery failure, cart abandonment is when a customer demonstrates real intent to purchase by adding a product or even several products to their carts. However, something either goes wrong in checkout, or the leave your site before even starting checkout. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u201cI want to save the products for later.\u201d<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are plenty of reasons that customers abandon their carts: Sometimes they want to save the list of products for later, get an idea on the total cost or shipping costs, or simply gather the products that interest them into the same place. <\/span><\/p>\n<p><b>How to fix it:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">For customers like these, adding a wishlist feature is a simple way to alleviate the \u201csave it for later\u201d customers by allowing them to mark which products they\u2019re interested in. As a bonus, it allows you insight into what your customer likes, and you\u2019ll have the opportunity to email them later about their wishlists. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u201cSurprise fees and high shipping costs? No way.\u201d<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">For other customers, there\u2019s a real obstacle between adding an item to their cart and making it all the way through checkout. For example, say a customer adds their products and they\u2019re all set to purchase, but once they add in their address, they\u2019ve got costly shipping that is more expensive than what they\u2019d anticipated. <\/span><\/p>\n<p><b>How to fix it:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Surprise extra costs is the top reason for cart abandonment, with <\/span><a href=\"https:\/\/www.divvit.com\/blog\/shopping-cart-design-9-ways-to-prevent-an-abandoned-cart?utm_source=cartstack&amp;utm_medium=blog&amp;utm_campaign=gp\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">61% of US&nbsp;respondants saying that high shipping, taxes, and fees<\/span><\/a><span style=\"font-weight: 400;\"> that are too high discouraged them from purchasing. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fix this by adding a cost calculator on your site so that your customers can estimate shipping based on their zip code. Also, don\u2019t hide the fees. The more transparent you are with a customer, the more likely you are to earn their trust. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u201cDo I really have to create an account? No thanks.\u201d<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">35% of customers said that a site forcing them to create an account was their reason for dropping off. There\u2019s nothing more frustrating (especially on mobile) than getting to checkout and being forced to fill in a lengthy sign up form with multi factor identification including a blood sample to purchase a $10 item. <\/span><\/p>\n<p><b>How to fix it:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">This is also a super simple fix- offer guest checkout for customers who don\u2019t want to go through the ordeal of creating an account, and sign in with a social account or Google can help streamline account creation too. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u201cCheckout was way too complicated.\u201d<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Finally, 27% of customers say that a long, complicated checkout was their reason for abandoning products they would have otherwise purchased. Having a checkout that\u2019s smooth, fluid, and without distractions can be the difference between a sale and a bounce.<\/span><\/p>\n<p><b>How to fix it:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Be sure that your checkout is as simple as humanly possible, and reduce the amount of information that you need from your customer. It should be finished in three clicks or less (which is a golden rule, but can and should be broken when necessary). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, make sure that your checkout is trustworthy. Offer plenty of payment options that your customers are most likely to use and incorporate trustmarks to let them know that you are who you say you are. Having your site under an SSL certificate and the handy https helps customers know that you take their data privacy seriously. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And if all of that fails, there are always <\/span><a href=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/3-tips-for-personalizing-your-cart-reminder-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">cart abandonment emails<\/span><\/a><span style=\"font-weight: 400;\"> to bring your customer back into the fold. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regardless of what obstacle is preventing your customers from reaching the holy grail of the payment confirmed page, it\u2019s not going to be a one-fix solution that will boost your conversion rate. It will take time and testing to make sure that your site is perfect for your customers. Using your data to see where your biggest hangups and flaws are will help you optimize your site and create an experience that keeps your customers coming back for more. <\/span><\/p>\n<hr>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you\u2019re testing and optimizing your site, it\u2019s easy to get muddled in the process. With so many metrics and KPIs to consider, your head might be swimming trying to keep it all together. But when you know exactly what your data means, and how to interpret it, it can be the window into exactly [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1716,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[19],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Data Shows Your Ecommerce Site Flaws and How To Fix Them<\/title>\n<meta name=\"description\" content=\"Your data can be a window into your biggest UX\u00a0flaws if you know where to look. 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