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Recent
Survey Gives Online Merchants Fifteen
Reasons for Shopping Cart Abandonment
Market
researchers say the rate at which Web
consumers abandon their online shopping
carts before making purchases online
runs between 25 percent (Andersen
Consulting) on the low end and 78
percent (Bizrate.com) on the high end. A
recent survey by Global Millennia
Marketing, an Internet e-storefront
developer, offers valuable insight into
understanding shopping cart abandonment.
Global
Millennia Marketing conducted a number
of survey's via its various monthly
clients newsletters and was used as part
of the design study for development of
IMScart© our newly released
merchandising and shopping cart system.
The results detail the experiences of
833 subscribers who responded as to how
they used shopping carts on a wide
variety of e-commerce sites.
According
to the survey, the top 15 reasons for
shopping cart abandonment, and the
percentage of subscribers citing each as
a reason, include:
-
Cost of Shipping too high and not
shown until checkout (69%)
-
Changed mind and discarded cart
contents (61%)
-
Comparison shopping or browsing
(57%)
-
Total cost of items is too high
(49%)
-
Saving items for later purchase
(47%)
-
Checkout process is too long (44%)
-
Out of stock products at checkout
time (39%)
-
Checkout requires too much
personal information (35%)
-
Poor site navigation and long
download times (31%)
-
Lack of sufficient product or
contact information (31%)
-
Checkout process is confusing
(27%)
-
Site requires registration before
purchase (23%)
-
Site unclear on delivery times
(17%)
-
No order tracking options (16%)
-
No gift certificates (11%)
"It's
unfortunate that Web retailers are
losing customers due to issues that can
be resolved by understanding retailing
and merchandising principles." said John
Shenton, president of Global Millennia
Marketing. "These fundamental issues can
have a significant impact on the
underlying business.
It can be
clearly seen that
shopping-cart-abandonment would drop
dramatically with a well designed
e-commerce solution, resulting in
significant increases in revenue and
bottom line profit."-
John
Shenton - April, 2002 |
