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IMRG Data Report: Reducing Smartphone Checkout Abandonment

IMRG Data Report: Reducing Smartphone Checkout Abandonment

When a customer abandons at the checkout, it’s among the most frustrating metrics for a retailer. When it comes to smartphones, those rates can be substantially higher than desktop too.

So what do you need to do to optimise this crucial stage of the customer on-site experience?

In IMRG’s Data Reports, we carry out regular studies analysing participant performance across a range of datasets that we track to identify common points between those who have the highest rates of performance at various stages, and those with the lowest.

The insight that we are able to extract, based on this information, is unparalleled in industry. By reviewing participant sites we can draw conclusions as to which elements on various ecommerce pages contribute to strong performance – and how each of those pages should be structured.

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A report researched and compiled by IMRG, supported by JP Morgan.

About this study

Much of the content for this report is based upon a dedicated study we undertook in relation to smartphone abandonment rates.

In the IMRG Capgemini Quarterly Benchmark, we track a number of metrics that were used as part of the study. The main one was checkout abandonment rate (‘the percentage of abandoned sessions after the customer had navigated to the checkout’), split by device (desktop, tablet and smartphone).

While we track data from a total of 190 participants in our sales and performance indices, we focused on a sample of 28 in this study – the retailers covered included a group of the best (ie those with the lowest checkout abandonment rate) and worst performers, plus a group with average rates. Participants were both large and small retailers, ranging across multiple sectors and product offerings.

We then reviewed the retail site checkout pages for each of those participants to see if we could identify common factors that may be influencing a high / low abandonment rate

This report shares insight gleaned from this study to identify possible best practice, focusing on a few elements specific to the smartphone checkout pages for each of the retailers in our sample.

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