SUMMARY: Poor usability is a known factor in cart abandonment. The top 23 sites all gross over $1 billion per year but have a 44% worse checkout user experience. At the average abandonment rate of 68% each of these sites could be losing $3 billion, if not more.
You would think that brands have the fundamentals of digital marketing down to a science, but our consulting group keeps seeing the same mistakes over and over. Here is a list of some of the mistakes we see.
Great online brands combine ongoing testing, feedback and improvement cycles into their daily practices and invest in listening, learning and modifying the user experience to create positive returns in revenue and loyalty. This means user experience is not just a practice or a process—it is a philosophy.