According to a survey presented by IMRG, almost three quarters of online shoppers have at some point decided to interrupt their shopping and leave the basket behind. 54 percent said the reason was they changed their mind, while 40 percent said they did so since they considered the delivery costs to be too high.
It has previously been assumed basket abandonment is more common when shopping on smaller devices like tablets and mobile phones. However, new research shows that is not the case. Instead, many customers said they wanted to compare prices elsewhere or that they needed longer time to reach a decision, when they were asked to explain why they decided to not go through with the checkout process.
- Basket abandonment often seems to be frustratingly high for retailers – in Q2 of 2015 we tracked it at 62.7%. Looking at our performance data there are only marginal basket abandonment variations between devices, and it’s interesting to see that this is consistent with shopper perceptions – putting an item in the basket is just a way of ‘saving’ it to be reviewed later, so a high abandonment rate is probably to be expected and doesn’t seem to be influenced by device, commented Andy Mulcahy, Editor at IMRG.
Additional Research Says Otherwise
Many e-retailers could probably gain additional revenue if they were to make delivery options and returns policies clear to the customers at an early stage. But additional research from IMRG shows that smart phone users in fact are more likely to leave the shop without completing the purchase.
- With checkout abandonment rates though, we do see big differences with the rate on smartphones being far higher – while conversion rates on these devices are growing, it may be that distractions popping up from apps have a stronger influence than on other devices at the point of final purchase, said Andy Mulcahy.