Broken customer journeys occur when a shopper encounters obstacles, confusion, or unnecessary friction that disrupts their path to purchase. These interruptions can happen at any point, from poorly designed landing pages, slow website load times, confusing checkout processes, or even disjointed marketing messages across channels. When a customer’s journey is broken, frustration quickly sets in, leading them to abandon their carts or leave the site altogether, often without returning.
A recent survey revealed that 88% of Australian online shoppers abandon their carts before completing their purchases, leading to an estimated $18 billion loss in sales revenue for eCommerce stores across the country. This underscores the significant financial implications of broken customer journeys and highlights the critical importance of streamlining the checkout experience to reduce abandonment rates and recover lost revenue.
Every instance of friction diminishes customer trust, weakens brand loyalty, and results in lost revenue opportunities. A seamless journey encourages shoppers to spend more time on site, explore additional products, and ultimately convert more consistently.
Enhancing the overall customer experience has proven benefits. A Shopify study found that 86% of buyers are willing to pay more for a better customer experience, and 89% of marketers expect customer experience to be a primary factor. This underscores the value of investing in a seamless and engaging customer journey to foster loyalty and drive sales.
Addressing broken customer journeys is not merely about improving user experience but is a strategic imperative for eCommerce businesses aiming to enhance conversion rates, recover lost revenue, and build lasting customer relationships.
Investing in repairing broken customer journeys is critical because it directly influences customer retention, satisfaction, and lifetime value. By identifying where drop-offs occur and addressing them—whether through better user design, clearer messaging, or optimised page speed—companies can rebuild trust and provide a far more enjoyable experience.