Got the Shopping Cart Blues?

Got the Shopping Cart Blues?
by: Sally LoweryDirector of Lead AcquisitionAll online retailers experience shopping cart abandonment. According to MarketingSherpa, shopping cart abandonment rates average around 52% for e-commerce sites. That's over half of your shoppers that disengage throughout the checkout process. What pain is caused during the checkout process that causes abandonment? It can be anything from the number of steps in your checkout process to your re-turn/exchange policies. In order to combat shopping cart abandonment, it's important to analyze your shopping experience from product to purchase as well as review what marketing tactics you deploy to engage the respondent post abandonment.
In this whitepaper, we will review the following: "Which factors keep you from . Leading Reasons for Shopping Cart Abandonment doing more online shopping?". Ways to Combat Shopping Cart Abandonment. Marketing Initiatives Post Abandonment Site/cart too complicated: 14%
Leading Reasons for Shopping Cart Abandonment Return/exchange policy: 41%According to a Paypal/ComScore report, 43% of consumers didn't pay for Fraud/Identity theft: 49%items in their shopping carts because shipping charges were too high. Sharing personal info: 53%This highlights just one of the many pains that consumers feel around the shopping cart. - MarketingSherpa, Ecommerce Benchmark Guide
. High shipping prices or long delivery times. The downside of online marketing: shipping charges and non-instant grati-fication. People want to receive their purchases quickly and for the same amount or pos-sibly a few dollars more than they would pay at a bricks and mortar store. Not all are con-vinced that convenience should be charged a premium.. Comparison shopping and browsing. 27% of shoppers didn't pay for items because they wanted to comparison shop at other Web sites before making a purchase*. Online marketing has turned us all into comparison shoppers. What was once "big purchase" behavior is now a behavior seen in purchases as small as pur-chasing an inexpensive book online. Consum-ers are looking for the best product with the best cost and the fastest/cheapest delivery.. Changed Mind. You are much less likely to abandon your shopping cart in the grocery Gap does an excellent job of adding product accessibility to their shop-store, but online you can come and go as you ping cart. They visually display the items that you have added to your cart as well as make it very easy to access those product pages again through please without feeling any sense of guilt, so a hyperlink.consumers feel free to change their mind.. Total cost of items is too high. 36% of pur-chasers didn't pay for items because they felt the total cost of the purchase was more expen-sive than anticipated*. State taxes, shipping and any other resulting costs from the purchase can sometimes be unexpected and cause the shopper to abandon.. Checkout process is too long. Not everyone is excited about the idea of sign-ing in and tracking every purchase they've ever made. Some people just want to Ask the Authorshop quickly and efficiently; otherwise they are going to abandon.. Checkout requires too much personal information. Retailers have a tendency Commentsto ask for a lot up front and consumers are reluctant to give it. While an address is essential to receiving your online purchase, if you were in-store, you wouldn't have to complete several non-necessary fields to make the purchase. . Site requires registration before purchase. 14% of shoppers didn't pay for items because they forgot their usernames and passwords for their store accounts created with the merchants*. * Survey conducted by PayPal and comScore, 2008.Got the Shopping Cart Blues?1-888-BRONTO1 . Bronto.com . © 2009 Bronto Software, Inc. All Rights Reserved. Page 1. Site is unstable or unreliable. In a world where identity theft is top of mind, if a site appears un-stable or unreliable, don't expect a purchase. If load times are often slow or if pages don't give the product information expected, many visi-tors will get impatient and move on to the next site.. Checkout process is confusing. 16% of con-sumers didn't pay for items because they could not contact customer support to answer ques-tions*. Fields that aren't obvious to the shopper can create a significant amount of abandon-ment, such as requiring a keycod... [download for more]