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Retailers can convert 11% more digital window shoppers
A McAfee study released today found that a majority of shoppers are “digital window shoppers”. The study of 163 million shopping transactions found that 65% of all shoppers will wait a day or more to complete a purchase. This behavior may appear to be shopping cart abandonment, but it could also be the sign of a cautious shopper. Sales conversions were also 11% higher for digital window shoppers when McAfee’s Trustmark was visible to a consumer.
The top reasons for abandoning shopping carts found in a Paypal survey last July shows similar concerns. 21% of buyers reported that they had stopped shopping on a site because of worries about the security of their credit card data.
McAfee recommends three interesting strategies to combat abandoned shopping carts:
- Make consumers feel safe on every page: use transparent privacy policies and security seals throughout the entire shopping experience.
- Be patient, don’t panic: there is a risk in approaching shopping cart abandoners too soon. Merchants should factor in realistic timetables for shoppers to complete their transaction.
- Optimize the entire site: retailers should not neglect a larger site abandonment and focus only on optimizing check-out.
