This is a very good question, I hope there will be more comments on it. I have done a number of stage by stage drop out research for B2C (UK) sites.
A "good" drop out would be zero drop out but this is not likely in real life. From my side I have seen figures ranging from 60% to 90% - this is based on unique visitors over significant periods of time. This may sound huge but bear in mind that overall conversion ratios for sites are not that high (depending on counting method of course).
Personally I think it is better to think of "pass rates" rather than "failure rates" - drop outs. The reason is that it makes checkout optimisation more attractive - cutting down drop out rate from 90% to 80% may sound as small gain but in reality it will increase number of orders by 100%. "Small" improvements like that could make a huge difference with low cost, yet a lot of people do not do it - not least because most common web analytics tools do not do "paths" analysis well.
Drop outs are result of many combined reasons which make it hard to analyse - web site (navigation), marketing (what information to capture), commercial (delivery charges), technical (loss of connection) etc. But thats a whole another story.
Drop out from Basket, Venetia Sullivan, 30 Dec 09:32 We are a large retail e-commerce site and we are currently reviewing our customer journey. What is a "good" drop out rate from basket to checkout? ...
Drop out from Basket, Alex Chudnovsky, 30 Dec 11:35 This is a very good question, I hope there will be more comments on it. I have done a number of stage by stage drop out research for B2C (UK) sites.
A "good" drop out would be ...
Drop out from Basket, dcjarvis, 6 Jan 14:40 Hello Ventia,
Personally I don't think it's a case of saying what is good for Amazon will be good for Allders. There are different circumstances for each company.
You need to ...
Drop out from Basket, Obi Felten, 6 Jan 16:19 The only public benchmark I’ve come across is US-based Shop.org, their average was 47% abandoned baskets in 2002 vs. 53% in 2001. My experience with our clients in the UK is that i ...
Drop out from Basket, Nucleus Limited, 6 Jan 17:21 Hi Venetia,
I think there are a number of companies who could sell you reports and software that highlight latest statistics regarding drop-out rates, path analysis, sales conve ...
Drop out from Basket, Venetia Sullivan, 30 Dec 09:32
