A lack of transparency and the request for upfront details when purchasing on line is the biggest cause of drop offs according to our recent ecommerce poll.
The research polled over 1,200 online users, asking why they would abandon an order when shopping online. The results were:
- Having to register before buying – 29%
- Hidden charges at the checkout – 41%
- Lengthy checkout process – 10%
- Not clear delivery details – 11%
- Phone number not provided on website – 8%
Is that really that surprising? Taking the traditional experience of shopping, consumers do not expect a list of additional charges at the checkout and would, I expect get very upset at the prospect. Nor, would the shopper in the traditional retail environment expect to register their details before paying for the goods in their basket.
As one respondent commented ‘If the checkout process is too much of a hassle, or becomes too involved, I am apt to go somewhere else”.
As with all online experiences, the web is meant to make things easier and quicker not more time consuming and taxing in transactions.
Retailers need to focus on the consumer needs online just like they do in the traditional environment and by implementing basic usability guidelines the poll results would be radically different.
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