Online shoppers that drop out just before checkout are just careful buyers - Nieuws

65 percent of online shoppers waits at least a day before purchasing. According to research done by internet security company McAfee: ‘Digital Window Shopping titled: The Long Journey to Buy’. The results of the research are based on 163 million online transactions.

Online shoppers fill up their shopping cart and then leave the site. A large percentage however, returns to finish the purchase. Many ‘drop-outs’ thus turn out to be careful shoppers.

The research showed as well that many marketeers use discounts and reminders if they see a shopping cart is left. Consumers who see through this can make use of it. Another important outcome is the safety of the site. According to McAfee the conversion rises with 11 percent if shoppers see a security-logo coming by in the purchase-process.

McAfee has three tips to prevent your consumers from dropping out before check-out:

1) Make sure the customer feels safe at each webpage. Etailers should show at each page that shopping in their online store is safe. Among others by showing a privacy policy or the use of safety-marks. In chosing a safety-logo it is important to choose a mark or organization that people recognise as safe.

2) Be patient, don’t panic. Do not approach a ‘drop-out’ to soon, you will risk being annoying. Keep into consideration that many consumers will come back to finish their purchase after a while.

3) Optimize the entire site. The total picture is more important that the focus of the shopping cart that has been left behind. Why does someone leave your website? It’s not only about the cash register but about the total customer experience.

Source: MarketingCharts

07 oktober 2009