After e-commerce sites have invested vast resources in “first in mind” strategies, Pay Per Click campaigns, beautifully crafted homepage imagery, perfect category taxonomies, faceted search logic, etc., it seems almost unbearable that 69% of users — after having added items to their cart — then choose to abandon their purchase.

During Baymard’s 12 years of large-scale checkout usability testing we have also consistently found the checkout design and flow to frequently be the sole cause for users abandoning their cart during the checkout flow.