News
Problems with online retail
Mark Sutton May 8 2008, 11:44am
Comments (4)
Consumers abandoning at the basket a big problem, says study
A study by e-commerce specialists Logan Tod has warned that a large portion of customers are abandoning potential purchases because basket pages are 'difficult.'
Research found that 83 per cent of those questioned from the UK had abandoned an online purchase, with nearly a third saying it was frustration experienced on the basket page that led to the loss of interest.
“Shopping cart abandonment is not a new phenomenon, but it seems that UK e-tailers are still not getting it right” says Matthew Tod, Chief Executive at Logan Tod. “The latest Coremetrics data shows that the overall UK conversion rate is currently one in two baskets, however, from our own data we are seeing many online merchants are only converting one in three baskets or worse. There is clearly work to be done, but the good news is that the issues we have uncovered can be fixed.”
The study also showed that loading times resulted in 20 per cent of those surveyed giving up with their purchases. Additionally, ten per cent admitted 'confusion' at the closing stages of transaction.
According to TheRetailBulletin, Matthew Tod had the following advice for those selling via the web:
• No shipping costs in the basket means no sale; people need to know what a product will cost and if you don't tell them they won't buy.
• If you use a 'mini-basket' make sure it really works to drive sales as most are just a design feature that actually reduces sales.
• If you are running a promotion, make sure that it works with your basket page; that way customers see they are making a saving and are encouraged to make a purchase.
• Make sure your basket page is matched to the state of mind of your consumer - the basic tenets always hold true, make it quick to update and easy to understand and you won't go far wrong.
• Consumers often don't convert on a first visit! However, they do usually come back again. Make sure that your basket can remember what they picked last time around and increase your chances of making that sale.
• Analyse who is using your site and how they like to use your basket, and then TEST everything to make sure you are meeting their needs.
Comments
“Problems with online retailing”
Posted by: Philip Hunt - May 8, 2:30pm
Good stuff. How about a few examples of sites that are more successful - particularly retail (?) bike sites...I have difficulty with sites that don't provide frame sizes; fitting guides to that particular bike design (they all seem to vary) and details of the gear hanging off the frame (in langauge that even I can understand). Genuine customer feedback on their experience with the company; returns policy; after sales service; is the bike assembled, tested then stripped down for freight and supplied with some instructions for reassembly, (not everyone has a bike mechanic's experience). The use to which the bike can be subjected to, within the manufacturer's warranty can be helpful too.The actual name and contact details of a person in the organisation would be good. Too many companies hide behind their web sites and call centres. Selling and buying bikes is a very personal experience.
“Re: Problems with online retailing”
Posted by: David Gaule - May 8, 6:11pm
I completely agree with the above, especially with regards to the point made on the use of understandable language. Its simple sales initiative, retailers need to be selling benefits of their products not just a list of technical specifications.
“Re: Problems with online retailing”
Posted by: www.cyclingbargains.com - May 8, 9:19pm
This is really helpful feedback, especially Philip Hunt's comments on frames and bikes.
Hopefully our customers will find most if not all of the guidelines we achieve but as a company ran by cyclists for cyclists we are always open to constructive feedback if anyone wants to check the site out/
“Re: Problems with online retailing”
Posted by: Frustrated Cyclist - May 9, 7:26am
It may be too late for some retailers.
If I can't tell what the shipping costs are before I enter my payment details, I will not proceed!
I will never buy from that retailer in the future either, because I won't go back.
If they've wasted my time they go on my list of who not to buy from - for good. My list doesn't forget.