For years, online retailers have had to deal with shopping cart abandonment — whereby consumers decide not to make purchases after placing items in their shopping carts. We have posted about this issue for years. As examples, see 1, 2, and 3.
So, here we are in 2017. Are things getting any better? Not really, according to a Yahoo Small Business study. As noted by Phil Grier for Aabaco Small Business from Yahoo:
“In a recent Yahoo Small Business study of 5 million total site visitors, 250 thousand shoppers added to their shopping carts, and 83% of them did not finish checking out. There are all kinds of reasons visitors don’t finish paying for their order — from being surprised by the cost to disliking the site’s design — but one important reason many merchants make the mistake of not paying close attention to is customers getting warning messages [about incomplete orders, incorrect credit card data, and other information input errors] at checkout.”
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