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20 Tips to Minimize Shopping Cart Abandonment, Part 1

August 8, 2003 in
Short URL: http://boyink.me/s/2101

http://www.clickz.com/sales/traffic/article.php/2245891
Industry research shows up to 75 percent of shoppers abandon their online shopping carts before completing the checkout process. I’m not sure how comfortable I am with that statistic, but shopping cart abandonment is a significant problem.

I’m not convinced this is a “problem”, rather that people are using the shopping cart for some other purpose than to simply buy.

My first guess?  People are smart, and know that shipping costs usually kill a good deal.  But most sites wait till the very end to show you your total with shipping included, so the checkout process becomes a way to get a “quote”.  I’d be willing to bet lunch that most abandonment happens at whichever screen/step gives the total price.

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  1. kevin on August 08, 2003

    That’s exactly how I do it. If they’re not going to tell me the total cost untill the end, then I’ll go then end and cancel the order (or just leave).

    It’s funny to me that people think there’s a “problem” because users use a shopping cart for a different purpose than the intended purpose. It’s not really a problem for the users.

  2. sparky on August 09, 2003

    I’m with Kevin on this.  I do that too.  Figure shipping costs and move on, maybe coming back later if the price is right.

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