The Main Reasons for Online Shopping Basket Abandonment and what to do about it
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An interesting piece on Econsultancy indicates the key reasons for Shopping Basket abandonment, which Experian estimates is costing UK retailers £1bn+ each year. In an online survey conducted by Econsultancy and TolunaQuick, 44% of customers indicated that they had abandoned a purchase, and cited high delivery charges as the key reason.
Results and key questions as follows:
After adding items to your basket, what would make you abandon your purchase?
- 77% - High delivery charges
- 55% - Technical problems
- 49% - Prices too high
- 26% - Needing to register before buying
Once you are in the checkout process, what would deter you from completing the purchase?
- 71% - Hidden charges
- 58% - Concerns about payment security
- 44% - Technical problems or slow loading pages
- 37% - The process takes too long
- 33% - Lack of contact details
- 26% - Difficulty filling in forms
- 23% - Security features such as Verified by Visa or MasterCard SecureCode
How to combat the key causes of Shopping Basket Abandonment
- No surprises! Be upfront and transparent about all charges
- Always try to give at least 2 delivery options, e.g. cheaper normal post and more expensive express courier
- Always try to give at least 2 payment options, e.g. PayPal and Credit Cards
- Have an SSL Certificate on Checkout, Registration and Login - most shoppers will be reassured by HTTPS designation in browser
- Belong to a relevant retail association - e.g.ABTA or Internet Shopping is Safe
- Sign up to Trustpilot for unbiased customer reviews
- Use a Single Page Checkout - everything simply laid out on a single screen means faster and easier checkout
- Allow shoppers to buy with PayPal - without needing to register or logon
- Ensure business address is clearly visible - shoppers are far happier doing business with someone they can place geographically
- Have a named customer service representative with picture and contact details on site - shoppers are even happier doing business with someone they can put a face to
Our Social Commerce Solution Affino has been engineered to tackle all the key points indicated above - Contact our Business Development Director Marcus Svensson on firstname.lastname@example.org for further insights on Affino’s revenue generating abilities.