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How do bugs impact conversion on the billing page?
According to a recent survey conducted by QualiTest Group, 65% of consumers surveyed are likely to abandon a purchase due to bugs or glitches in the checkout process. Nearly 55% of consumers reported experiencing technical difficulties during the billing/checkout process. The most common technical difficulty reported was a frozen page, which almost 60% reported, while 40% reported billing specific bugs.
Some other common bugs and technical glitches to watch out for are:
A report by the Baymard Institute states that 22% of users who abandoned carts cited crashed websites as the main reason.
27% of US online shoppers have abandoned an order solely due to a “too long / complicated checkout process”
Layout issues like Scaling and incompatible UI/UX implementation can lead to buttons not working or complete information not being visible. Such bugs are common and even big and known brands like Amazon, J.Crew and Microsoft have overlooked these at times.
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While it is technically not a bug, 52% of online shoppers say that it is important to their brand loyalty. 40% users abandon a website that takes more than 3 seconds to load. According to Kissmetrics, if an e-commerce website is making $100,000 per day, a 1-second delay could potentially cost them $2.5 million in lost sales every year.
If we look at the combined e-commerce sales of $738 billion in the US and EU (source: eMarketer, 2015), the potential for a 35.26% increase in conversion rate translates to $260 billion worth of lost orders which are recoverable solely through a better checkout flow & design.
Some companies that have improved their conversion rates by optimizing their check-out process and fixing the technical glitches are — Matlan who increased their checkout conversion by +1.23% after fixing a bug on the conversion page
— StudentCrowd increased their conversion rate by 55% in the time span of just two hours after implementing some basic changes on the Submit page.
— Direct Ferries saw an increase in booking revenue in excess of £1 million per annum after fixing UX issues for iPad and iPhone users.
A progressive website needs to be designed keeping best web practices in mind. However, a resilient site is prepared for bugs to happen and should also have a recovery plan. Some recovery techniques are:
All reports and data point to the fact that bugs and technical glitches have a high negative impact on sales. While it is important to keep best practices in mind while building the website, it is equally important to be prepared with a recovery plan and keep optimizing and rectifying in real time.