Filling in billing and shipping address details is a chore in online shopping. It is a friction point that takes up your time and is worse when you're using big fingers on a small smartphone. Hence the reason for abandoning your purchase.
Baymard Institute, specialising in web usability research, concluded in their cart abandonment rate study that 27% abandoned their checkout because the process took too long. In other words, that's 1 out of 4 shoppers!
Why is speed important? Hubspot reported that a 1-second delay in Amazon's product pages loading time would cost them $1.6 billion in annual sales. Kissmetrics reported that 40% of customers would abandon a shopping cart if it took more than 3 seconds to load.
Why is accuracy important? It turns out online shoppers get their addresses wrong. And when a package isn't delivered when expected, they don't blame themselves, they blame the business. The U.S. Postal Service says 6.8 billion items could not be delivered as addressed during its 2016 fiscal year. They also reported that mail not reaching its intended recipient resulting from incorrect or incomplete addresses cost customers about US$1.5 billion a year and the mailing industry US$20 billion.
There is light at the end of the tunnel, and it's not a train. Online retailers have the opportunity to turn a pain point into a selling point. Usability research shows that address autocomplete, also known as autofill or type-ahead address verification, improves speed and accuracy that will leave shoppers feeling positive about their checkout experience.
Online retailers using address lookup software to find and validate addresses leave users with the impression that they really care about their customers. They value people's time, they are committed to service, and they go the extra mile by investing in technology to make life easy. Positive customer experiences make a shopper more likely to return, foster loyalty and help with the long-term success of an online business.
If you have a WooCommerce, BigCommerce, Shopify or custom online shop in New Zealand, have a look at Addy's Address Validation Services for validating your street, postal and delivery addresses that will delight visitors and turn them into customers.