2 July 2013 - 2:29pm | posted by | 6 comments

70% of people abandon online baskets prior to purchase

70% of people abandon online baskets prior to purchase70% of people abandon online baskets prior to purchase

More than two thirds of UK shoppers abandon their online shopping carts before making a purchase, according to a survey commissioned by Cloud.IQ.

The study, which polled 2,000 online shoppers, revealed that 23 per cent of respondents backed out of a purchase because they were unable to speak to the retailer.

For larger-ticket items priced £50 and above half of respondents said they were more likely to complete a sale is they were offered a free call back form the retailer. This was classed as even more important by “digital natives” who expect to have direct contact with the retailer, according to the report.

James Critchley, CEO of cloud.IQ, said: “With Britons spending on average £1,000 each year online, it is crucial retailers make it as easy as possible for consumers to get in touch.

“People want to do business with people. The reality is that even when we’re buying stuff online - and particularly something that costs more than a few quid - we usually want to talk to someone as part of the transaction. It’s worrying that many retailers fail to offer this option.”

Callback buttons on a retailer’s site, which automatically direct customers straight through to a retailer’s representative, will help curb the drop-off in online shopping cart purchases, according to Critchley.

“With the use of a Callback button, the responsibility of contact falls back to the retailer. Agents can listen to customers’ needs and concerns and pitch accordingly. They ensure the customer receives a response quickly – before they get the chance to browse to a competitor site. By putting in that extra effort, retailers can expect to see less shopping carts abandoned and a real improvement in sales conversions,” he said.

Women are 7 per cent more likely to abandon an online shop than men, according to the study.

Comments

2 Jul 2013 - 15:21
louis92416's picture

A great article, cart abandonment is one of ecommerces biggest challenges. For best practice tips and a tag that you can put on your site to measure your cart abandonment rates register at www.cloud-iq.com/cartRecovery or call us direct on 0845 498 9426.

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2 Jul 2013 - 19:01
DrGloucester's picture

As this excellent article demonstrates each and every abandoned basket represent a complete waste of your company's time, energy and money. You need a high quality technical solution to understand and address the pain points. Named the Marketing Services Company of the Year 2012 at The Drum Marketing Awards, Ve Interactive www.veinteractive.com is uniquely positioned help you identify and minimise your Basket Abandonment problems. In the words of Simon Harrow , CEO of Kiddicare.com, "Ve Interactive should be a key partner for any e-commerce business". We offer UK and International solutions, so please get in touch with us +44 (0) 20 3137 5730 info@uk.veinteractive.com

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3 Jul 2013 - 09:38
DavidHall's picture

As this excellent article demonstrates each and every abandoned basket represent a complete waste of your company's time, energy and money. You need a high quality technical solution to understand and address the pain points. Named the Marketing Services Company of the Year 2012 at The Drum Marketing Awards, Ve Interactive www.veinteractive.com is uniquely positioned help you identify and minimise your Basket Abandonment problems. In the words of Simon Harrow , C0O of Kiddicare.com, "Ve Interactive should be a key partner for any e-commerce business". We offer UK and International solutions, so please get in touch with us +44 (0) 20 3137 5730 info@uk.veinteractive.com

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3 Jul 2013 - 09:50
DavidHall's picture

Oops! Simon Harrow is the COO of Kiddicare.com. Sorry for the error Simon :-)

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3 Jul 2013 - 10:16
mikeaustin's picture

For our clients, Triggered Messaging recommends sending an email within around 30 minutes of abandonment. The email should contain clear contact phone numbers, email addresses etc. for customer service. It's a selling opportunity, but that has to be balanced with customer service. The objective is to get customers across the line with a purchase, not to scare them off with hard sell. Callback via a button or directly from a call centre can work too, and we work with call centre providers to facilitate that. www.triggeredmessaging.com

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28 Aug 2013 - 14:37
kristenhannamartin

I agree, 70% of people abandon their shopping cart because of the long checkout process, or registration process, slow page loading speed and many more. Also find this script which doesnt have these issues. http://www.apptha.com/magento/booking-script

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