May 18, 2006, 12:00 AM boosts revenue 25% by reducing cart abandonment rate

Frustrated shoppers were checking out of BabyStyle’s checkout process before buying. Web analytics from Coremetrics highlighted needed improvements to checkout, which reduced cart abandonment by 32%. saw its rate of shopping cart abandonment decrease by 32% and its online revenues rise by 25% after an exercise in web analytics pointed the way toward needed improvements in its shopping cart checkout process, according to the company.


The multi-channel retailer of maternity, baby and toddler gear, No. 233 in the Internet Retailer Top 500 Guide to Retail Web Sites, believed there was an opportunity to boost sales by bringing down its rate of cart abandonment. Using Coremetrics Inc. click-stream reporting data to analyze how customers navigated its existing checkout process, it was able to visualize visitors’ paths through it. The data revealed a number of bottlenecks and areas of customer confusion in the process, identifying points of particularly high exit during checkout.


Using that insight to guide a redesign of its checkout process, Babystyle decided to add a page to checkout, which reduced the amount of information it had been attempting to communicate on each page of the process. Ultimately, that had the effect of improving the process overall.

After the new design was implemented, Coremetrics analytics data showed that the percentage of customers successfully completing checkout rose from 47% to 62%, a one-third increase. That increase in checkout conversions corresponded to a 25% increase in online sales.

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