Understanding how users interact with your checkout is vital. Even the most beautifully designed, usable websites will under-perform when there are hiccups during checkout. How does your checkout stack up against others?
We crunched 12.5m pieces of data in May 2014 (12,574,768 to be exact) from users in 213 different countries and territories around the world. In this blog, we’ll explore this data in a bit more detail.
Global Checkout Funnel
Our data shows that of the 1.5m visitors who viewed a checkout or form, only 49% of them began filling in their details. Why is this figure so low? People may just be browsing, but it’s worth considering other reasons why visitors may not fill in the forms on your site. Is the length of your form intimidating? Are you asking for too much information?
Of the 49% who began filling in a checkout or form, only 16.5% of these visitors completed it. What’s going wrong? Why are so many visitors giving up? With such a low conversion rate, imagine the impact an improved form could have. A great form can lead to increased conversions, without the need to shell out on your marketing spend.
Completion Rates by Device
There’s no doubt about it, tablets and mobiles are taking over the world. Our data showed that checkout completion rates on desktop and tablet devices weren’t too dissimilar; desktop completions at 17.5% and tablet completions 16.9%. Mobile was lower, with a lowly 12.7% completion rate.
Econsultancy haven’t shied away from the fact that smartphone conversion rates are generally lower than on desktop. This is because a lot of people still don’t see their phone as a device for making purchases on. Many consumers will browse and conduct research on a mobile device, before buying on a tablet or desktop.
This isn’t the only reason for poor checkout completion rates on mobile devices. Convince & Convert reckon that ‘less is more’ when it comes to mobile devices. Keep mobile forms to the point, and as frictionless as possible. QuickSprout also seem to agree with this (‘fewer form fields = greater conversion’) not just on mobile devices, but on all forms. If your checkout completion rate on mobile devices isn’t up to scratch, chances are the process is too long. Don’t infuriate potential customers by asking them for irrelevant information, or making them scroll, and scroll, and scroll…
On average, checkout took 80 seconds to complete. Visitors took 6 seconds to engage with the first form field, with an average of 12.8 seconds spent in each field.
For an optimum checkout process, we should constantly be striving to keep these timings as low as they can be. The sooner someone can complete your checkout, the better. The longer a visitor spends in your checkout process, the more time they have to change their mind.
Checkout Conversion Rates by Browser
There were some notable differences here, with Chrome coming out on top with a 17.8% conversion rate. Firefox came in just below at 17.3%. Internet Explorer had a checkout conversion rate of 15.9%, while Safari was at the bottom of the pile with just 14.3%.
It’s no secret that all browsers are different. Everyone has their preferred ‘browser of choice’, but why is a visitors’ choice of browser so important when they’re filling in a form? Safari suffers from a few widely-known ‘autofill’ errors, which tend to occur after updates. In older versions of Internet Explorer, it’s also common for some form functionality to stop working properly. Chrome and Firefox both have a relatively reliable ‘autofill’ function.
If you require a lot of personal information, such as an email address, home address and multiple phone numbers, autofill is a lifesaver for visitors who are completing your form; if it works. Anybody who is battling poor autofill functionality from their browser may decide to abandon the checkout process altogether.
Checkout Conversion Rates by Country
We were surprised to see little correlation between the time taken to convert, and the conversion rate. As can be seen in the below table, customers in the Czech Republic took a long time to convert, yet they also had the strongest conversion rate. Consumers in Brazil took longest to convert, but had the second highest conversion rate. In contrast, the US took less than a minute to convert, but had one of the weakest conversion rates!
This could be down to browsing habits in different countries. The data shown here might indicate that Americans simply enjoy browsing and often visit websites with no intention of making a purchase or signing up for a service. Those who do intend to convert will often do so quickly.
There could be so many possible reasons for conversion differences between countries, we couldn’t possibly explore them all in this blog. Cultural and linguistic differences can all contribute to changes in form conversion between countries.
Checkout Conversion Rates by Time of Day
The time of day when somebody converts can depend on a number of factors, including the type of product or service they are purchasing, what device they’re browsing on, and much more. For example, our graph shows that the peak time for conversions was around 9pm:
Converting customers may have spent time during the day researching a product, before making the purchase during the evening from the comfort of their own home.
As you can see, there’s a lot to consider. Whether it’s form completion time, browser or device conversion rates, or differences between geographical regions, we hope this post has given you some food for thought. There’s always a way to improve your form or checkout. The points we’ve mentioned are a great place to start when analysing your forms for potential improvements.
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