This is a pretty good graphic, given the complexity of the topic – why people abandon shopping carts.
As someone who has built more than a few eCommerce sites, it’s pretty clear that people abandon shopping carts for a whole host of reasons. Some eCommerce providers, like Big Commerce, automatically attempt to chase down people who “filled out a lot of information” (i.e., they’re probably a pretty strong lead), but failed to finish the job buying the product. Our own shopping experience watches why people fail to complete carts as well. It can be frustrating.
This chart is good in that it simplifies a relatively complex set of problems into something that is process oriented. It’s also not particularly great exactly for the same reason – it presumes it’s a process and a linear one at that. Why people abandon carts may not be so linear, which is why re targeting ads and recapturing people via email is effective. That said, given the complexity of the problem, WVO is trying to demonstrate their expertise and know how with respect to recapturing some of that lost business. WVO is a product of Wingify (not sure that I agree with the overall branding this and that) – but Wingify’s mission is to build really helpful and insightful products to understand data and analytics. Given what WVO’s blog tried to demonstrate, the infographic is effective. Here’s a snippet of their goal from the original blog post:
VWO’s repository of over 150 case studies is a good starting point for those who want to see what others are testing. But every retailer is different – so look at your own findings and data to see what you should try.
Fine-tuning the checkout process takes time and experimentation. Get it right and you’ll end up with happy customers who will be coming back for more. Get it wrong and your tests will only point you in the right direction.
We’ve put together this handy infographic that pinpoints the key elements to a successful checkout page which can help when planning your testing process. Don’t rely on luck and guesses – test, plan and strategically experiment with your process to ensure your sales match up with your web traffic.
Overall, the information I thought was pretty helpful, well laid out, and a decent design overall. I think it’s much better than a related infographic they made last year. But, let us know what you think.