Being abandoned on the
internet is very possible and you will never
know why unless you consider what your
visitors were looking for on the internet
and how they interacted with your eCommerce
There are numerous
reasons for abandonment and it afflicts
expensive as well as inexpensive websites.
In fact, many websites have invested heavily
in the latest design effects, yet have
poorly written content and little or no
focused merchandising approach to the
overall website and the eCommerce or
shopping cart design.
Of major importance in
any website is integrating the facility to see
who visits what pages and how they travel
and view your website. It is essential to
understand what pages are working and which
pages are being abandoned. It is even more
important to understand why visitors are
buying and not buying your products and
services. There are many tools available for
this purpose and the small monthly
investment is well worth the cost.
number of market researchers say the rate at
which Web consumers abandon their online
shopping carts before making purchases
online runs between 25 percent (Andersen
Consulting) on the low end and 78 percent (Bizrate.com)
on the high end. Why do so many shoppers go
through the time and trouble to load up
their shopping carts, only to leave without
the merchandise? And what, if anything, can
e-tailers do about this problem that
according to Shop.org and BCG is potentially
costing e-tailers $20 billion per year in
recent major survey we conducted, online
fifteen major reasons they
abandoned shopping carts. These ranged from;
‘No gift certificates’ (11%) to ‘Cost of
Shipping too high and not shown until
checkout’ (69%) as the top reason.
web retailer you are possibly losing
customers due to issues that can be resolved
by taking your understanding of retailing
and merchandising principles and
incorporating them within your website when
working with your design team.
When designing your
pages, keep your potential visitors
interests, needs, goals, and purpose for
visiting uppermost in your mind.
show that when customers do not understand
how to apply for things, make purchases
online, and cannot find what they’re looking
for. Where do they go? Back to what they
know, and that may be brick and mortar
stores or their local professional services.
Internet website should closely monitor its
shopping-cart-abandonment rate for;
abandonment rates on their site through time
to see if they’re trending up or down; and
they should look at what point or page
abandonment happens on their site.
customer goes through the checkout process,
there is an increased intent to buy and you
should see a falloff in abandonment; any
increase is a functionality issue. If the
abandonment rate suddenly rises from 15
percent on one page to 25 percent on the
next, it should be a red flag.
changes to your existing website.
Keep your users oriented by providing
navigation that tells them where they are,
where they were and where they’re
about to go. Find ways to let users get
quickly back to where they were when they
had to leave. This includes using cookies
for intuitive applications.
A word of caution; make
sure there are NO advertisements or banners
on your buying pages. (Why invite someone
to leave your site when they’re buying
something from you?)
should also compare abandonment rates with
your industry category’s average.
Abandonment rates vary dramatically by
industry, with a much higher rate for a
high-ticket category like consumer
electronics than for low-ticket items like
CDs, gifts, books and toys.
your five marketing ‘P’s’ were completed
correctly and visitors are streaming to your
website and then abandoning you at a moments
notice, you must study and
correct the issues with your
underlying website functionality and
merchandising structure or online success
will continue to elude you.