I bet most online retailers have at least once asked these questions to themselves and from time to time still get lost in guesses. No one would take a situation with a full basket abandoned in a real store as acceptable, it would rather seem surprising for us. However, for online stores we observe more and more abandoned carts even though online retailers do their best to make their stores be highest possible friendly for customers and meet all their needs.
Trying to find out the reasons of this phenomenon Amaze together with Glasgow University has developed an online survey studying customers’ behavior during the checkout process and found out that 87.4% of customers had added items into their cart but didn’t finalize their purchase before checkout.Two main reasons are:While technical reasons are easier to reveal and fix, behavioral reasons demand deeper understanding and well analyzed solutions. The survey revealed three main types of store visitors possessing different purposes and different behaviors accordingly. They mark out vague shoppers, cost conscious and window shoppers.
- technical reasons (complex checkout process, unclear navigation, slow site work, lack of helpful information, etc.)
- behavioral reasons
- Window shoppers, accounting for 15,7% of online customers, behave in exactly the same manner in virtual life as in real. They are not going to purchase anything and use their baskets solely as wish lists. In whatever way would online retailers perfect their stores, this type of customers is unlikely to change their behavior.
- Another 41,7% are cost conscious focusing mostly on cost savings aspects while taking a decision to purchase. The main purpose to abandon their cart is to go and seek somewhere else for the better price.
- Vague shoppers numbering 42,6% are most likely to purchase. However they prefer to analyze comments and ratings or seek for a friends’ or someone else’s advice before finalizing their payment.