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Shopping Cart Abandonment

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So as you see the cart abandonment problem is an important one. Maybe look at this way, if Wal-mart was losing 60% of its sales at the checkout line I bet they would be doing studies up and down trying to fix the problem.  Don’t you?
One of the questions that must asked is why people jump out of your checkout line and don’t finish the purchase.  First you’ll need to find out what your actual statistic is and you can use Google Analytics or Yahoo Web Analytics, both good tools that will give you tons of great stats. You’ll need this statistic so you can have a baseline so when you start making modifications you’ll have a point of reference to gauge change.

Another question to answer is why individuals are not completing the sale. This is hard for many small Web sites yet doing a short survey and giving a discount coupon to those who complete a sale at the end of checkout and ask them what they liked and did not like about your checkout process will give you specific information about your site.

However, according to a research study performed by Global Millennia Marketing, some of the reasons are:

1. Cost of shipping too high and not shown until checkout (69%)
2. Changed mind and discarded cart contents (61%)
3. Comparison shopping or browsing (57%)
4. Total cost of items is too high (49%)
5. Saving items for later purchase (47%)
6. Checkout process is too long (44%)
7. Out of stock products at checkout time (39%)
8. Checkout requires too much personal information (35%)
9. Poor site navigation and long download times (31%)
10. Lack of sufficient product or contact information (31%)
11. Checkout process is confusing (27%)
12. Site requires registration before purchase (23%)
13. Site unclear on delivery times (17%)
14. No order tracking options (16%)
15. No gift certificates (11%)

Issues influencing shopping cart abandonment