<Ecommerce - Why customers abandon shopping.
This article gives the top 5 reasons customers abandon their shopping
carts. Different surveys show that customers abandon online shopping
carts at a rate of between 25 percent and 77 percent. The Yankee Group
puts the figure at 75%.
(Top 5 reasons your customers abandon their shopping carts. By Alice
Hill. March 1, 2001.)
http://realcart.com/whyrealcart/top5reasons.html
According to a research study performed by Global Millennia Marketing
in 2002, the reasons are:
1. Cost of shipping too high and not shown until checkout (69%)
2. Changed mind and discarded cart contents (61%)
3. Comparison shopping or browsing (57%)
4. Total cost of items is too high (49%)
5. Saving items for later purchase (47%)
6. Checkout process is too long (44%)
7. Out of stock products at checkout time (39%)
8. Checkout requires too much personal information (35%)
9. Poor site navigation and long download times (31%)
10. Lack of sufficient product or contact information (31%)
11. Checkout process is confusing (27%)
12. Site requires registration before purchase (23%)
13. Site unclear on delivery times (17%)
14. No order tracking options (16%)
15. No gift certificates (11%)
http://www.websurveyor.com/web-survey-best-practice.asp?c=43
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Your site.
I took a look at your site and tested out the shopping cart.
Finding products, product info and prices was straightforward.
Although postage and packing was not listed until an item was put into
the cart.
I saw the shopping basket immediately in the top right hand of the page.
Although your address is on the contact page, there is no indication
that you are located in the UK.
As someone not based in the UK, I wanted to find out if I could still
order but could not find anything about whether or not you ship
worldwide or accept foreign currencies like Euros. Once I reached the
form where I needed to fill in my address, I found that there was no
place to put a foreign country. Reaching this stage would result in an
international buyer abandoning.
I could not ascertain what credit/debit cards or other forms of
payment you accept. Do you accept all credit/debit cards? Do you
accept cheques or postal orders?
The shopping list.
Although the total appears in the top right hand box, there is no
total at the bottom of the list. Once you are scrolled down a page you
can no longer see the total in the top right box. I would prefer to
see a total at the bottom of the list.
Removing items from the cart.
It took a while to realise that you need to click on the green arrow
to remove an item. My first reaction was to click on the red cross.
I also noticed that if you tick an item and then proceed to buy items,
the item ticked (for deletion) is still present.
I also tried abandoning shopping and then returning. The items that I
had previously put into the cart were still there. This means that
people making a second attempt from scratch still need to work out how
to delete unwanted items.
I also tried making the quantity 0, if you do this and then click on
the green arrow, an extra item gets added. However the price becomes
0.
If you make the quantity 0 and click on buy items you are taken to check out.
If you change the quantity to for example 2 items and forget to click
on the green arrow, the price for just one item is shown at checkout.
Difficulty removing items from the cart may cause customers to
abandon. A page explaining how the cart works and how to remove items
would be helpful. An explanation that P + P means postage and
packaging may also be helpful.
Shopping basket
I would like to see an icon for view contents of shopping basket. If I
hadn?t finished shopping I would be wary of clicking on checkout.
Checkout-delivery address.
Address: This box is marked white but is a required field. If left
blank you are prompted to fill it in.
A Help page would also be useful with answers to frequently asked questions.
Customer Service.
When clicking on the link in the left margin, you are taken to the
customer service section at the bottom of the contact page. You need
to scroll up the page to find contact info. As a customer clicking on
this page I would expect to directly find how to contact customer
services.>
<Search strategy:>
<"abandon shopping carts">
://www.google.com/search?sourceid=navclient&ie=UTF-8&q=%22abandon+shopping+carts%22
>
<ecommerce abandoning shopping>
<://www.google.com/search?sourceid=navclient&ie=UTF-8&q=ecommerce+abandoning+shopping>
<"abandon shopping carts" survey 2004>
<://www.google.com/search?hl=en&lr=&q=%22abandon+shopping+carts%22+survey+2004>
<Hope this helps.> |
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