{"id":16751,"date":"2020-02-13T15:38:08","date_gmt":"2020-02-13T13:38:08","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=16751"},"modified":"2020-02-13T16:05:35","modified_gmt":"2020-02-13T14:05:35","slug":"when-users-get-stuck-christian-holst-interview","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/en\/when-users-get-stuck-christian-holst-interview","title":{"rendered":"When users get stuck: how to apply best practices in the order check-out flow"},"content":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/en\/when-users-get-stuck-christian-holst-interview\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-16752\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/blog_gpec-Christian-Holst-1024x586.jpg\" alt=\"christian holst quote banner\" width=\"910\" height=\"521\" \/><\/p>\n<p><b>Shopping cart abandonment can happen at any step of the check-out process if online shops do not understand the user behaviour behind it and make an effort to apply best practices. We\u2019ve talked about simple ways to resolve this issue with <a href=\"https:\/\/www.linkedin.com\/in\/chholst\/\">Christian Holst<\/a>, Research Director &amp; Co-founder <a href=\"https:\/\/baymard.com\/\">Baymard Institute<\/a>, and found out many other interesting user research results.<\/b><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">What is causing shopping cart abandonment? Most of the time, the users get stuck in the shopping process mainly because of the following reasons: <strong>they don\u2019t know<\/strong> how to proceed to the next step, or <strong>get so annoyed<\/strong> that they give up completing the order. E-commerce companies should invest in researching and mapping the <strong>user behaviour<\/strong> in the check-out flows, in order to observe if there are issues in the process. They must look for errors and how many users get them. If they can afford it, they should recruit a few users, let them place an order and <strong>observe<\/strong> their behaviour. This is one way how businesses can find out what works and what doesn\u2019t in the order placing flow.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One issue that users have when placing an order online is that they have <strong>trust issues<\/strong> when it comes to giving their phone numbers to companies. Christian\u2019s research shows that <strong>13% of all sales are lost<\/strong> because of this. People fear that companies will use their phone numbers for marketing purposes. The same goes for e-mails. Actually, <strong>the phone numbers are given to the shipping vendors as a means to contact clients<\/strong> when they deliver packages.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"When users get stuck: applying best practices in the check-out flow | Christian Holst @GPeC SUMMIT\" width=\"910\" height=\"512\" src=\"https:\/\/www.youtube.com\/embed\/b213T_xw67k?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">This fear is understandable, since many online shops actually do use user data for marketing purposes. Christian informs us that <\/span><i><span style=\"font-weight: 400;\">\u201c<strong>in the EU that\u2019s now illegal<\/strong> just to start sending people newsletters, but it\u2019s not illegal for instance in America. A lot of large e-commerce sites, we actually track this, it\u2019s currently 26% of the largest e-commerce stores in the US, that if you just place an order they don\u2019t have a checkbox anywhere for newsletters\u201d. <\/span><\/i><span style=\"font-weight: 400;\">But users do not know the law in the EU, they have <strong>prior poor experience<\/strong> with websites from the US and therefore they do not trust anyone who asks for their phone number or e-mail address, users assume the worst.\u00a0<\/span><\/p>\n<blockquote><p><em>&#8222;The most important thing is to <strong>provide some transparency<\/strong> into what is actually going on and how you intend to use the data. Because once users will realize, for instance, that you\u2019ll use it only for order questions and for shipping related questions, they don\u2019t mind actually giving you their phone number.<span style=\"font-weight: 400;\"> (&#8230;) <\/span>So it\u2019s not that you have to stop asking for the phone number, you will typically just have to <strong>explain what you use it for<\/strong><\/em><span style=\"font-weight: 400;\"><em>.&#8221;<\/em><\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Another reason why users do not proceed with placing an order is because they don\u2019t see the <strong>shipping costs<\/strong> in the early steps of the check-out flow. We found out from Christian that <\/span><i><span style=\"font-weight: 400;\">\u201cthe reason why 55% of all users have abandoned in the past quarter, it\u2019s because there were too high shipping costs. And another 20% have abandoned because they couldn\u2019t see the shipping cost in the cart alone.\u201d<\/span><\/i><span style=\"font-weight: 400;\"> The solution is to at least <strong>specify an estimated shipping cost<\/strong> in the cart page. Businesses need to be very clear in their communication and anticipate user issues,<\/span><span style=\"font-weight: 400;\">\u00a0as it is in this case.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For those who are interested in learning more about the research in <strong>UX<\/strong> that Christian and his team do at the <a href=\"https:\/\/baymard.com\/\">Baymard Institute<\/a>, they provided access to the <strong>free library of resources<\/strong> on their website: <\/span><a href=\"https:\/\/baymard.com\/blog\"><span style=\"font-weight: 400;\">https:\/\/baymard.com\/blog<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Watch the full interview on <a href=\"https:\/\/youtu.be\/b213T_xw67k\">YouTube<\/a> to find out details about UX and usability. Don\u2019t forget to <\/span><a href=\"https:\/\/www.youtube.com\/channel\/UCHXY2YItqwlBaO7XYzw_HPw\"><span style=\"font-weight: 400;\">subscribe to the GPeC YouTube Channel<\/span><\/a><span style=\"font-weight: 400;\"> for more interviews, insights and live transmissions!<\/span><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><strong>GPeC 2019 is an event powered by <a href=\"https:\/\/www.fancourier.ro\/\">FAN Courier<\/a><\/strong><\/p>\n<p><strong>Gold Partner<\/strong>: <a href=\"https:\/\/www.vtex.com\/\"><strong>VTEX<\/strong><\/a><\/p>\n<p><strong>Brought to you by: <a href=\"https:\/\/www.orange.ro\/\">Orange<\/a><\/strong><\/p>\n<p><strong>Silver Partner: <a href=\"https:\/\/retargeting.biz\/ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">Retargeting<\/a><\/strong><\/p>\n<p><strong>Online Shops Competition Partner: <a href=\"https:\/\/carrefour.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">Carrefour<\/a><\/strong><\/p>\n<p><strong>Event supported by<\/strong>: <strong><a href=\"https:\/\/brandgsm.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">BrandGSM<\/a><\/strong>, <a href=\"https:\/\/www.dpd.com\/ro\"><strong>DPD<\/strong><\/a>, <a href=\"https:\/\/dwf.ro\/\"><strong>DWF<\/strong><\/a>, <a href=\"https:\/\/marketplace-leads.emag.ro\/\"><strong>eMAG Marketplace<\/strong><\/a>, <a href=\"https:\/\/www.frisbo.ro\/\"><strong>Frisbo<\/strong><\/a>, <a href=\"https:\/\/www.gts.ro\/\"><strong>GTS<\/strong><\/a>, <strong><a href=\"https:\/\/www.kiehls.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kiehl\u2019s<\/a><\/strong>, <a href=\"https:\/\/www.luigisbox.com\/\"><strong>Luigi&#8217;s Box<\/strong><\/a>, <strong><a href=\"http:\/\/moloso.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">MOLOSO<\/a><\/strong>, <a href=\"http:\/\/www.newblack.ro\/\"><strong>New Black<\/strong><\/a>, <strong><a href=\"https:\/\/www.rtbhouse.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">RTB House<\/a><\/strong>, <strong><a href=\"https:\/\/www.sephora.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">SEPHORA<\/a><\/strong><\/p>\n<p><strong>Refreshed by: <a href=\"http:\/\/www.pepsico.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">PEPSI<\/a><\/strong><\/p>\n<p><strong>Official Coffee: <a href=\"https:\/\/www.nespresso.com\/ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">NESPRESSO<\/a><\/strong><\/p>\n<p><strong>Official Radio<\/strong>: <a href=\"https:\/\/www.kissfm.ro\/\"><strong>Kiss FM<\/strong><\/a><\/p>\n<p><strong>Official Hosting<\/strong>: <a href=\"https:\/\/hosterion.ro\/\"><strong>Hosterion<\/strong><\/a><\/p>\n<p><strong>Limousine Service<\/strong>: <a href=\"http:\/\/citylimo.ro\/\"><strong>City Limo<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/en\/when-users-get-stuck-christian-holst-interview\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>Shopping cart abandonment can happen at any step of the check-out process if online shops do not understand the user behaviour behind it and make an effort to apply best practices. We\u2019ve talked about simple ways to resolve this issue with Christian Holst, Research Director &amp; Co-founder Baymard Institute, and found out many other interesting user research results.<\/p>\n","protected":false},"author":19,"featured_media":16761,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[491],"tags":[3292,3290,136,3428,483,3254,3426],"class_list":["post-16751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gpec-interviews","tag-baymard-institute","tag-christian-holst","tag-e-commerce-en","tag-gpec-interview","tag-user-experience-en","tag-ux-en","tag-ux-research"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/16751","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=16751"}],"version-history":[{"count":4,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/16751\/revisions"}],"predecessor-version":[{"id":16758,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/16751\/revisions\/16758"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/16761"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=16751"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=16751"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=16751"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}