THE PYMNTS.COM CHECKOUT CONVERSION INDEX - Q1 2016
The PYMNTS.com Checkout Conversion IndexTM (CCI), in collaboration with BlueSnap, measures the payments conversion problems that arise when consumers encounter friction in their digital shopper experience. The CCI is based on a team of “shoppers” shopping at over 650 U.S.-based eCommerce sites across 14 merchant categories. We identified more than 55 attributes and used them to score merchants on how easy (or hard) going from discovery to final payment was on their site.
Q1 CCI KEY FINDINGS
- CCI went down from 54.8 in October 2015 to 53.1 in January 2016. That’s not a step in the right direction. The number indicates more pre-payment process friction this January than last October.
- By our grading system, only 4 of the 657 merchants we scored received A grades, while 160 got Fs. That’s a 21.2% flunk rate. Yikes!
- The highest scoring industry — based on the average CCI across the websites — is Housewares and Home Furnishing. And it barely made a C.
- The lowest scoring industry was Marketing and Other Software Services.
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