Monday, April 22, 2013

Ecommerce Shopping Cart Abandonment

There are many elements that influence consumers to follow through with an online purchase or to walk away. The following is a brief overview of the reasons why consumers abandon shopping carts, elements that influence them during the checkout process, and options that they wish to see to seal the deal.
We came across an interesting infographic shared by Social Ocean highlighting the recent trend of shopping cart abandonment on ecommerce sites. Shockingly, the average number of consumers who abandon their shopping carts before making a purchase is 65.23%. Why is this?

Top 5 Reasons:
  • High shipping costs (44%)
  • Not ready to purchase (41%)
  • High product price (25%)
  • Wanted to save products for later consideration (24%)
  • Did not clearly mention shipping costs (22%) 

Top Elements That Impact Visitors During the Checkout Process
  • Insecure checkout 
  • Not allowing "Guest Checkout"
  • Not displaying visitor progress in checkout process
  • Using up-sells and cross-sells during the checkout process
  • Losing customer input when a submission causes an error

What Would They Like to See at Checkout?

Another study shared by GetElastic shared a few options that online shoppers would prefer to see at checkout:
  • Guaranteed delivery date
  • Log-in to save purchasing preferences
  • Variety of payment options
  • Order history
  • Suggestions for other items
  • Expedited shipping options

Based on this information, eCommerce businesses can better understand how to connect with consumers and improve the likelihood that he or she will make a purchase when they visit the site.

by Samantha Warner
Marketing Extraordinaire