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This research paper specifically focuses on the causes of shopping cart abandonment
during the checkout process, and investigates the challenges and opportunities surrounding
the ever increasing volume of web transactions in the retail sector.
This paper goes on to provide pragmatic solutions to reduce unnecessarily high abandonment
rates that are potentially costing retailers £6.54bn a year in lost sales as the
average abandonment rate for online shopping carts is approximately 60%1
The three main reasons for online transaction failure are considered to be2:
- Checkouts are still suffering from fundamental design issues.
- Checkout processes
are the cause shopper’s problems.
- Carts are abandoned for reasons beyond the
retailer’s control.
Direct Response advocates 3 simple but effective solutions that concentrate on improving:
If implemented properly the proposed solutions will do the following3:
- Increase online revenue by as much as 45%
- Reduce website abandonment by
over 25% from pages where deployed
- Increased level of loyalty by significantly
enhancing the customer’s online experience at times of need or uncertainty.
In conclusion, to avoid checkout abandonment a combination of customer-centric design,
a focus on customer experience and better customer service will save your company
from economic and market acquisition failure.
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