Retailers can convert 11% more digital window shoppers

Kelvin Divendal — Thu, 17 Sep 2009 13:54:46 +0000

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.

Online shoppers: top reasons for abandoning carts

Kelvin Divendal — Sun, 19 Jul 2009 09:47:14 +0000

Online shoppers cite high shipping costs, a desire to comparison shop and a lack of funds as the top reasons they abandon shopping carts, according to a survey by PayPal, which interviewed 553 active online shoppers in the U.S. who had recently abandoned a shopping cart. But the survey shows many eventually return to the web site to buy, or make a purchase in a bricks-and-mortar store.

“Merchants who don’t welcome back abandoners with open arms are leaving hundreds of dollars per shopper on the table,” says Eddie Davis, senior director of services for small and midsized businesses at PayPal. “Merchants need to remember the items that customers abandon and make it easy for them to buy when they return. Sweetening the deal with free shipping, coupons and special discounts is also a great way to encourage online shoppers to complete their purchases.”

Here are the top reasons survey respondents give for abandoning shopping carts:

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Retailers can convert 11% more digital window shoppers

Online shoppers: top reasons for abandoning carts