A third (32%) of online shoppers who abandoned their shopping did so at the checkout, yet the majority of site abandoners remain loyal and return to the same retailer to complete their purchase at a later time (53%).
The study, from Connexity, reveals that of those that abandoned the site, a quarter (25%) of shoppers left because they were still undecided in some way, either about the retailer (16%) or whether to purchase (9%), revealing an open opportunity to win back abandoners.
However, retailers must address why their customers are leaving in the first place. Connexity’s research highlighted the top four reasons people abandoned the site at the checkout, with the main problem being that shoppers wanted confirmation that the item was going to meet their needs:
Analysing the findings further, the Connexity research found the key drivers for abandonment varied among different demographics. Gen Y (18-34 year olds) were most likely to abandon purchases because the total basket price was too expensive or they didn’t have a voucher, whilst Gen X (35-49 year olds) were most concerned about the price of the shipping cost:
Top Tips for retailers
– Target your audience specifically between 9am and 5pm – Connexity found this period of time was when 57 per cent of shoppers completed a purchase
– Offering shoppers a discount code or voucher – Connexity found that nearly 60 per cent (59%) of shoppers would complete their orders if they had received a 20 per cent off coupon
– Retailers must make sure there are no technical glitches with the website and that items are in stock so consumers can purchase what they want, when they want
The Connexity research was conducted surveying the online behaviour of 1,145 global consumers.