Watching a customer abandon a cart is a heartbreaking experience for ecommerce store owners, and the bad news is that it happens every day. The Baymard Institute reports that the average online store will see 2 out of 3 customers abandon their shopping carts. That problem alone drives down other key performance metrics, such as revenue per visit.
The good news is that it’s possible to reach beyond the analytics and learn why shoppers are leaving. By watching customers interact with the shopping cart, and by asking the right questions about their experience, store owners can identify opportunities to improve their carts to increase conversions.
Many ecommerce sites unknowingly confuse their customers and make it difficult to place an order. Usability testing can help store owners improve their shopping carts to eliminate any anxiety or confusion throughout the checkout process and lead customers seamlessly through the conversion funnel.
To help owners utilize usability testing to beat the shopping cart abandonment average, we’ve pulled together this list of the top five user testing tips for ecommerce.