Why Online Customers Don’t Complete The Purchase

The top three reasons, cited by more than half of shoppers who abandon carts are: “shipping and handling charges higher than expected” (72%), “decided to do more online comparison shopping” (62%), and just “changed my mind” (60%).

19-06-2009-14-05-10-chart

Consumers also consistently express frustration with poor service. A survey of U.S. online shoppers in April 2009 by Opinion Research Corp. identified top 5 ouch points:

  • not being to able speak to anyone to answer questions (25%)
  • learning that items are back-ordered or out of stock after they are in the cart (11%)
  • receiving an item that doesn’t look anything like it did on the internet (11%)
  • web sites that malfunction as the payment is being processed (9%)
  • not being able to find an item (8%)

Source: Opinion Research Corp.

Coming up: One step vs. multiple step checkout process. Don’t miss this post –  you can subscribe via e-mail and will recieve it as soon as it has been posted.

Jan Petrovic
I have 9 Years of Tremendous Experience as web analyst and Senior Conversion Specialist. I have worked on optimisation project for the second-largest store retailer in the USA (the company is also a component of the S&P 500 Index), as well as for a well-known USA fashion retailer with over 380 stores nationwide. Over the course of my career I have achieved many INSANE improvements on our client’s websites, sometimes by applying best practices, another time from findings I made during conversion audits and sometimes thinking out of the box. For one of them I have even received an award in 2012 from WhichTestOne, where after testing different emails and parts of email message we increased revenue by 303.08%. What might also interest you is the fact that my average conversion improvement is 19% and my success rate is 70%. Basically, I’m VERY GOOD at what I do thanks to my Can Do Attitude to find solutions to given problems & Experience in this field.
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