Take a look at this picture and the Wycon screenshot on the top: you cannot see the call to action button in the above the fold at first sight… and I’m using a monitor with screen size of 1920×1080 pixel resolution.
What are they potentially losing?
Calculating the 80% of the Average visits on this specific product page they are potentially losing 2297€ per month!
Considering that the CTA issue is frequent for the most product pages on this Ecommerce and their page-load is average 2.1 seconds, they should consider fixing these issues asap.
The category abandonment is a subset of browse abandonment which takes place when target visitors have viewed products or categories, but they don’t proceed to add items to cart or complete a purchase because UX issues or product benefits or the price levels are not aligned with their values and benefits.
Why do people drop off after browsing the category pages? Several reasons occurs to the browse abandonment: he might be at the very beginning of the purchase journey and your catalog doesn’t look interesting for him, he may be thwarted by usability issues related to poor Category Taxonomy, broken Site-Wide Layout or broken Intermediary Category Page.
The fact is that the user is looking at your catalog looking for something he interests and here are few choices to do on this page:
- Filtering the products
- Use the search bar
- Click on something looks interesting
Therefore the consideration to purchase on your eCommerce is going to start in this phase and it’s pretty much important to understand what causes the abandonment using these possible actions as features to understand their journey and issues.
The top common pain points
- Filters: coherent filters with product attributes, for instance: not show a range price from 0 to 1 million. All subcategories and filters select need to be shown at the top of the sidebar, showing filters selected as a sticky element of the design.
- Product information: image, name, price, discounted price, show info if it’s out of stock, badges (new, bestseller, etc.) are the main information to show for each product.
- Best Selling items (above the fold): make sure that products are already visible above the fold without the need to scroll down. Otherwise, you may try including best-selling products above the fold to reduce the bounce rate.
- Use the Personalization: the visualization of your catalog is usually defer to the store manager which usually serves the manager indications, in the best of the case. The catalog products positioning should be changed for every customer to improve the user experience; this feature could be provided by a machine learning algorithm for a better disposition and prioritization of the catalog based on customer’s recent navigation and purchase.
For this section is nearly impossible to define the true evidence of business losing because it’s a transition page where users navigate to search their product and all the missing information (filters, product info) are potentially a problem because they move the customer outside.
The checkout process is where most UX and marketers are focusing more because it represents the gateway for conversion success or fail.
The most pitfall I usually found are:
- Linear process: process confuses and intimidates customers as it breaks with their mental model of a linear checkout
- Avoid “Apply” buttons: the users generally don’t expect more than one button in a checkout form.
- Show progress indicators: the progress bar at the top of each checkout page, allow the user to see where they are in the process and to go back and edit information if needed.