A common problem any online retailer will hang his head over is shopping cart abandonment. According to an article by internetretailer.com, shopping cart abandonment went from 57.88% the first quarter of 2007 to 59.43% in last quarter of this year. Jaye Sullivan, who is quoted in the story, suggests that this is a sign of more consumers using search engines and research to make their final purchases. It also shows that consumers are more price-sensitive as well.
Sullivan offers a few suggestions to help e-tailers retain interest in their commerce sites. One suggestion is for retailers to add a little blurb within the cart page about their company to give the customer extra confidence in dealing with them. Another suggestion is to put a toll-free number for customers to call in case they need extra service.
More importantly, e-tailers must provide compelling content on their landing pages, or else, any chance of conversion goes down the tube and they'll likely go somewhere else to satisfy their online commerce urges.
Posted
May 21 2008, 05:51 PM
by
Richly Chheuy