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What are the main barriers to online conversion?

Author's avatar By Robert Jones 06 Dec, 2016
Essential Essential topic

Over half of customers prefer to buy from a site using guest checkout

In our latest Chart of the Day, we find that research by Worldpay suggests there are several key barriers to cart abandonment, including lack of guest checkout and lack of delivery option available.

It's the most important thing anyone in E-commerce or digital marketing can focus on: how to cut abandonment rates and increase conversions. As digital marketers ourselves it's something we're working on everyday.


The research found that:

  • Over half prefer guest checkout
  • Over half would abandon their cart if they cannot get the delivery option they want
  • Almost 7 in 10 customers aged between 18 and 35 are more likely to purchase on their mobile phones
  • Over half of customers are positive about one click purchasing
  • Nearly 4 in 10 think paying online is too slow


The research also found that most customers abandon because they have to create an online account to complete the purchase.


Author's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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