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14 December 2012 BY Bas van den Beld
Why are users abandoning a webshop? Didn’t they like the price? Was it the cart, the attitude or something else? This info graphic takes a look at that.
Hi Bas – great infographic. Here at Ve Interative we find that 91 percent of transactions abandon, across our sample size of over 2,000 e-commerce merchants.
25% Item costs more than expected
44% Expensive shipping costs
27% Wanted to shop around
Does the above stats include shoppers who put an item in the cart just to see the item price? The company at which I am employed is part of CART Alliance. The membership includes agreements between retailers and manufacturers that the retailer will not “advertise” certain products below the MSRP. This means that http://www.4WD.com can promote to consumers that they have the “lowest price of the season” on this or that automobile accessory but the consumer can not actually see what that low price is until she puts the item in her cart. Price plays a huge part in the decision to buy for many levels of the market. By obscuring the actual cost of the item retailers are forcing consumers to put items into their cart before the buying decision has really been made. In cases like this cart abandonment is not a surprise.
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