Online retailers that fail to meet consumers\u2019 demands for accessible information and easy-to-navigate websites will face rising rates of cart abandonment and lower customer retention.<\/p>\n
In other words, user experience has a direct influence on the likelihood consumers will complete an online purchase.<\/strong><\/p>\n\n Cart abandonment occurs when a visitor to your website selects items for purchase but leaves before making the payment. It\u2019s an important metric for businesses to determine how many<\/em> potential customers they failed to convert.<\/p>\n But the more interesting question is why.<\/em><\/p>\n In many cases, a poor user experience on the company\u2019s website is to blame.<\/p>\n Imagine Fred arrives at your website with the intention to buy a specific product. He begins searching for it according to the product category, but can\u2019t find it. He then decides to filter by the product\u2019s manufacturer. He finally locates it, reads the description, and adds it to his cart.<\/p>\n It then occurs to him that he should read some product reviews to be sure other shoppers were satisfied with the item. But now Fred, who is extremely frustrated, can\u2019t find where the reviews are posted.<\/p>\n Before he realizes he has to click on another button to see reviews, Fred has already left your site. Your competitor, whose website has much better UX, has just gained a customer.<\/p>\n\n 40% of consumers shop online at least once a month, and 21% shop online at least once a week, according to findings from Episerver\u2019s 2018 global ecommerce survey<\/a>.<\/p>\n As eCommerce continues to gain dominance, revenue and customer retention depend on a company\u2019s ability to provide the optimal online shopping experience.<\/p>\n However, poor website navigation and trouble accessing information about a desired product remain major challenges for brands. They not only harm the customer experience, but also lead to cart abandonment.<\/p>\n\n The inability for customers to locate information is a UX problem, and it has a material effect on a brand\u2019s bottom line.<\/p>\n\n When shopping online, consumers expect online retailers to deliver product information with speed and consistency. They expect the interface to be simple and intuitive. But providing these features is about more than just convenience.<\/p>\n The best UX designers know that a positive customer experience leads to greater customer spending.<\/strong><\/p>\n 73% of consumers say the customer experience is an important factor in their purchasing decisions, according to findings from PwC<\/a>, and 43% would pay more for greater convenience.<\/p>\n\n Online retailers can raise UX and drastically reduce rates of cart abandonment with website navigation tools<\/a>, such as a Digital Adoption Platform (DAP).<\/p>\nInstantly boost UX and reduce cart abandonment. Discover how.<\/a><\/h3>\n
Bad UX drives cart abandonment<\/h2>\n
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<\/p>\nWe\u2019ve got the numbers<\/h3>\n
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Let CX guide your UX<\/h3>\n
![\"website](\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2018\/04\/cart-abandonment_in-text-2-1.jpg\")
<\/p>\nDon\u2019t let your customers get lost \u2014 take them by the hand<\/h2>\n
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