SIGIA-L Mail Archives: SIGIA-L: vividence: why consumers abando
SIGIA-L: vividence: why consumers abandon shopping carts
From: Karl Fast (karl.fast_at_pobox.com)
Date: Sat Nov 17 2001 - 22:36:38 EST
This is a press release from Vividence and, of course, aimed at
promoting their approach to evaluating web sites and measuring their
usability. But I thought the numbers here are interesting. Note also
the *title* of their press release. Ha!
VIVIDENCE DISCOVERS WHY CONSUMERS ABANDON SHOPPING CARTS ONLINE
Study Gives Online Merchants Insight into Shopping Cart Use
http://www.vividence.com/public/about+us/press/releases/1152001+shopping+cart+abandonment.htm
SAN MATEO, CA - Nov. 5, 2001 - Industry studies estimate that up to
75 percent of Web consumers abandon their shopping carts before
making purchases online. A recent study by Vividence Corporation,
the leader in Customer Experience Management (CEM) products and
services, offers valuable insight into why users abandon shopping
carts. Vividence's study evaluated the experiences of 719 consumers
as they used shopping carts on e-commerce sites.
According to the study, the top reasons for shopping cart
abandonment, and the percentage of consumers citing each as a
reason, include:
- High shipping prices (72%)
- Comparison shopping or browsing (61%)
- Changed mind (56%)
- Saving items for later purchase (51%)
- Total cost of items is too high (43%)
- Checkout process is too long (41%)
- Checkout requires too much personal information (35%)
- Site requires registration before purchase (34%)
- Site is unstable or unreliable (31%)
- Checkout process is confusing (27%)
"It's a shame that Web retailers are losing so many customers due
to issues that can be addressed by focusing on improving the online
customer experience," said Jeff Greenberg, president and CEO of
Vividence. "Identifying and addressing these fundamental site issues
can have a significant impact on the underlying business. We've seen
shopping-cart-abandonment rates drop by up to 25 percent, resulting
in significant increases in top-line revenue."
Vividence's Customer Experience Management products and services
help online retailers capture and understand the experience that
their customers have on the Web. Vividence uncovers the insights
needed to improve the online customer experience, resulting in
measurable improvements to look-to-buy conversion rates and customer
loyalty.
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