Basket and Checkout Abandonment Rates
IMRG (Interactive Media in Retail Group) has been the voice of e-retail in the UK for the past 20 years and recently invited Salmon, a Wunderman Commerce Company, to comment on website performance data, in-particular - visitor bounce rate, basket abandonment and checkout abandonment across different devices including smartphone, tablet and desktop/laptop.
Christopher Longman, Lead Insight Analyst at Salmon gave this view:
“The idea that customers abandon checkout at the first sign of difficulty simply isn’t true. We’ve observed customers make up to 10 attempts to proceed between desktop checkout pages, although they are less committed on mobile devices. The increase in checkout abandonment observed by IMRG instead reflects that retailers are continuing to present major obstacles in the checkout journey. And whilst abandonment data is useful, it fails to expose underlying causes: is the journey too confusing, or are there technical issues? One tactic for helping understand the causes of abandonment is using session replay tools, which can enable quick fixes and improvements.”
The most recent data from IMRG's quarterly benchmark – Q4 2015/16 (Nov 15 to Jan 16) – recorded the below rates:
To look at the performance of these three measures in detail, please go to IMRG (subscriber content).