Consumers abandoning at the basket a big problem, says study

Problems with online retail

A study by e-commerce specialists Logan Tod has warned that a large portion of customers are abandoning potential purchases because basket pages are ‘difficult.’

Research found that 83 per cent of those questioned from the UK had abandoned an online purchase, with nearly a third saying it was frustration experienced on the basket page that led to the loss of interest.

“Shopping cart abandonment is not a new phenomenon, but it seems that UK e-tailers are still not getting it right” says Matthew Tod, Chief Executive at Logan Tod. “The latest Coremetrics data shows that the overall UK conversion rate is currently one in two baskets, however, from our own data we are seeing many online merchants are only converting one in three baskets or worse. There is clearly work to be done, but the good news is that the issues we have uncovered can be fixed.”

The study also showed that loading times resulted in 20 per cent of those surveyed giving up with their purchases. Additionally, ten per cent admitted ‘confusion’ at the closing stages of transaction.

According to TheRetailBulletin, Matthew Tod had the following advice for those selling via the web:

• No shipping costs in the basket means no sale; people need to know what a product will cost and if you don’t tell them they won’t buy.

• If you use a ‘mini-basket’ make sure it really works to drive sales as most are just a design feature that actually reduces sales.

• If you are running a promotion, make sure that it works with your basket page; that way customers see they are making a saving and are encouraged to make a purchase.

• Make sure your basket page is matched to the state of mind of your consumer – the basic tenets always hold true, make it quick to update and easy to understand and you won’t go far wrong.

• Consumers often don’t convert on a first visit! However, they do usually come back again. Make sure that your basket can remember what they picked last time around and increase your chances of making that sale.

• Analyse who is using your site and how they like to use your basket, and then TEST everything to make sure you are meeting their needs.

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