In the following example, one company had shopping cart abandonment rates of around 80%. They had the goal of getting it down to 70%, hoping they’d see a 50% increase in sales. Down to 60% and maybe their sales would double. When they factored this in, they knew they had to redesign their shopping cart experience.
Here’s a comparison of their redesign compared to the old design:
The original design was plain and long, generating friction and fatigue among users.
The new design featured significant backend improvements, a shortened and re-categorized form, a help section along with guarantees on the right, live customer support and customer testimonials.
26% decrease in cart abandonment
If you have an abandonment rate in the 80% class or above, it’s time to put some focus into a redesign. Changing a struggling homepage while ignoring the checkout experience will keep you stagnant.
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