Shopping cart abandonment is on the rise and hurting online retailers. We've covered shopping cart abandonment a couple weeks earlier, but this time we look at the five reasons why this is happening.
Paypal and comScore surveyed online shoppers to find the primary reasons why shoppers don't convert their shopping cart to a purchase. The Paypal study found that 43 percent of respondents who were asked between March and April of this year said that shipping charges were too high, making it the number one reason customers do not complete their purchase. The other common complaints include:
36 percent responded saying that the "Total cost of the purchase was more expensive than anticipated."
27 percent responded saying that they "Wanted to comparison shop at other Web sites before making a purchase."
16 percent responded saying they "Could not contact customer support to answer questions."
14 percent responded saying they "Forgot username and passwords for store accounts created with the merchants."
Converting customers and increasing sales becomes more important as another survey by Vertis Communications suggests that more consumers are going to buy goods online because of current economic conditions (such as higher fuel prices and a weaker dollar). With the cart abandonment rate higher last quarter of this year than back in Q1 2007, it means that shoppers are using carts to comparison shop and look for bargains. That's why it becomes integral for retailers to lessen cart abandonment.
Behaviorial email marketing perhaps?
Posted
Jun 02 2008, 02:24 PM
by
Richly Chheuy