If you have an on-line shop it is always useful to have some figures about visitors’ behaviour.
According to Bizreport quoting a report from Forrester, 88% of consumers have abandoned an on-line shopping cart without completing a transaction.
The main reasons for cart abandonment are the following:
1. High shipping costs – 44%
2. Not ready to purchase – 41%
3. Price checking – 27%
4. Price too high – 25%
5. Wanted to save products for later – 24%
High shipping costs
The abandonment for high shipping costs can be limited by being completely upfront about it. Customers are more likely to give up if they feel that they have been cheated with hidden shipping costs. Another solution is to offer free delivery. Of course, the cost of the shipping must be added to products prices which make it potentially more expensive than on your competitors’ website (see 4 – Price too high). It is important to find a good balance here.
Visitors’ behaviour
For reasons 2, 3 and 5 we can see that the reason for the abandonment is not due to bad choices on the website. For this type a visitor, it is important to allow them to save the basket for later use. Also, this shows that the on-line shop is more than a place where customers can buy on-line. It is now an important source of information. Use it at your advantage by making your on-line shop has helpful as possible and customers will end-up purchasing from you – buying in-store for example.
Further down the line – checkout abandonment
econsultancy.com goes further and show figures from a recent survey of 1,267 visitors to Webcredible’s website.
The main reasons for abandonment are the following:
1. Hidden charges at the checkout – 41%
2. Having to register before buying – 29%
3. No clear delivery details – 11%
4. Lengthy checkout process – 10%
5. Phone number not provided on website – 8%
Make sure you make the purchasing of a product on-line as pain free as possible. Make the checkout process fast and simple. Follow the latest best practice for checkout process out there. You can significantly reduce the amount of abandonment by following simple techniques – get started by having a look at this showcase or contact us if you need some help!