Cart Abandonment; Just How Bad Is it?

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Just how bad is the problem of cart abandonment for Internet retailers? New research from Ipswitch’s Network Management division shows that this Cyber Monday, online shoppers will have no patience for poor Web performance, and will leave many merchants high and dry.

In fact, the survey reveals that 92 percent of surveyed consumers have abandoned a website because of a disappointing Web service. 64 percent of shoppers will make only two attempts to purchase a product before bailing. But it doesn’t stop there – 52 percent of shoppers will turn to a competitors website to buy a similar product and about one in three (32 percent) won’t buy the product at all.

“Online shoppers are already searching for the best deals, and Cyber Monday sales are expected to exceed last year’s $1.25 billion record,” said Ronnie Ray, VP of Product Management for Ipswitch, the company behind the WhatsUp Gold suite of IT Management solutions. “Inevitably, too many companies will fall victim to website downtime, failed transactions and lost sales."

"This is the most important time of the year for retailers, and poor Web sales will have a substantial impact on their bottom line," said Ray. "They must monitor complete end-user experience in real-time and proactively address network issues to protect their business."

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StephenM 11-26-2012 6:09 PM

I'll admit to cart abandonment, but it's almost always because of the unpleasant surprise at the shipping costs.  Too many online stores consider their shipping department as a profit producer.  Only Amazon seems to get it right.

HorstF 11-27-2012 3:26 PM

Totally agree that it is the outrageous shipping costs that cause me to leave. Yesterday Amazon wanted to charge me $8 to ship a $17 microSD card, so I abandoned my cart and used a friend's Amazon Prime account with free shipping. Very rarely does one encounter a slow and poorly designed e-commerce site anymore. I think using the words "bad" and "problem" are too strong. It's simply the nature of shoppers to want the out-the-door price before committing. Haven't we all had multiple e-commerce site open and whoever has the best combination of price, shipping cost, and delivery time gets the order? Sometime I just want an estimate or quotation. This is very common in the business world. Yes, an abandoned cart is a lost opportunity, but maybe we should create a shopping experience more in tune with how buyers think.

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