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Shopping Cart Abandonment
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
N.B. This article may be displayed on your website providing it is kept intact
and a link to GMM plus authorship is displayed.
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