The average FMCG abandonment averages 53%, here are the top 8 reasons why:
In our experience, the best way to manage this challenge is through two key solutions.
1. We step in to watch your customer's real-time activity. We know the simple task of being forced to re-enter card details results in 55% abandonment – so we work through where brands may be falling foul and recommend all the changes required. As Stefano Vaccino, founder & CEO Yapily said:[vlt_post_quote_block text="“To stop poor experiences eating into their profits, businesses should stop and listen to what consumers are asking for.”" css=".vc_custom_1684141660245{background-color: #e04e99 !important;}"]
2. Given that a 2-second delay in load time results in abandonment rates of up to 87% performance may sound obvious, but it’s still a leading reason customers ditch. Especially given the continually growing content levels of e-commerce platforms, and the shortening patients of new generations of customers.
Here’s the latest data that tells us how key performance is:
BEFORE THE CART: 90% of shoppers will abandon their cart if the site is too slow. But this figure soared among younger generations to 70% of those aged 16 to 24 and 64% of 25 to 34-year-olds.
IN THE CART: 52% of UK shoppers have ditched at least one online purchase in the last 12 months due to poor performance & experience at the online checkout.
Our advice is to plan a program to observe and then build a list of the areas to adjust. Secondly, look at how increasing capability has affected performance and put in place a programme to get back on track.
- OBSERVE: Kick off an observability programme – one per quarter to perfect & maintain. Top things to watch:
+ Costs – be clear with costs before they hit the cart (the highest average cart lost is only £30)
+ Shipping – keep it clear with no surprises
+ Enable pre-filling and purchase ‘as a guest’
+ Above the fold - keep the critical elements in the right spot
+ Devices - optimise site design for the mobile given 77.08% of purchases are made there.
- PERFORMANCE: Review your performance – you’ll notice you won’t even make it to the cart if you’re failing here
+ Load tests – peak, stress, soak
+ Tuning - reduce bottlenecks, debug
+ Threats – identify, address bottlenecks and resource usage
+ Page Speed – plus Google Lighthouse Benchmarking
Good luck – go find ways to claw back some of those sales quick – or call in the team who know how (namely us).
#retail #FMCG #technology #quality #observability #performance