A Look into Cyber Monday Shopping Cart Performance
A new study is shedding light on how some of the top retailers’ shopping carts performed on Cyber Monday.
UserTesting.com analyzed 100 consumers shopping experiences on 10 of the Web’s top retail destinations. The data reveals that most customers were satisfied with their checkout experience, with respondents rating the ease of check out on these sites at an average of 4.18 out of 5 (5 being very easy and 1 being very difficult).
That said, the top retail sites are still lacking from the customers’ point-of-view, with respondents claiming that shipping costs (21 percent), registration (20 percent), trust symbols (17 percent), access to customer service (12 percent) and payment options (9 percent) could be improved upon. Despite those concerns, the data shows that most customers would still not leave a site based on a lack of the aforementioned features.
Other Cyber Monday insights show that most shoppers feel secure in their online purchases, with the average check out time coming in at 5 minutes and 24 seconds. Plus, the best rated comment about the respondents’ shopping experiences was “I feel comfortable purchasing from the website”, which was rated 4.41 out of 5. Conversely, shoppers think websites are lacking in the design department, with the lowest rated comment from the study being “I found the website to be attractive”, with a 3.8 rating out of 5.