Friday, June 18, 2010

Online Shopping Cart Abandonment

SmallBusinessNewz had a story last week entitled Shopping Cart Abandonment - Seller's Fault or Consumer Behavior?

It cites a Forrester Research report that said: "Despite improvements in site design and increased consumer comfort with online purchasing, 88% of Web buyers say that they have abandoned an online shopping cart without completing a transaction. This is the same percentage as five years ago, suggesting that retailers have yet to address the primary drivers of cart abandonment: frustration with the amount of shipping costs, unpreparedness to make a purchase, and a desire to comparison-shop for a lower price."

Personally, I never abandon a purchase unless:
1) I feel I've been a victim of "bait and switch", i.e., the price or item isn't really what I thought it was
2) the vendor makes it too difficult to complete the transaction. Sometimes, I'm supposed to log in, and cannot as Guest. And the site asks me a bunch of things that I don't have either the time or inclination to answer. Or occasionally, it's the unreadable word verification I can't read and type "incorrectly"; forget THAT, I'll go elsewhere.

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