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BizReport : Ecommerce archives : January 18, 2007

Online Shoppers Dislike Forms and Hidden Charges

Online shoppers don't like form filling and last minute monetary suprises.

by Helen Leggatt

Webcredible’s recent poll asked what would make users abandon a purchase when shopping online. Of the 1,043 respondents the majority, 36 percent, would be so annoyed at encountering hidden charges at the checkout that they would cease the process and move on.

“I would consider hidden charges as a sign that further 'little surprises' might be likely and that I'd be better off trading elsewhere,” was one respondents view.

Annoyance number two was being made to register. A hefty 31 percent of customers will drop their products and run if they are forced to think up yet another username and password and go through tiresome registration forms.

“I'm always annoyed when having to register to buy something from the net. Do you ever need to 'register' to buy food in you local convenience store? I didn't think so...” was another view, amongst many that can be read on Webcredible’s website.

Registration forms may be time consuming, but a long checkout process isn’t as off-putting. Only 9 percent of respondents would be put off by a lengthy checkout process.

“If an online retailer can't make the process quick and simple it doesn't give me much confidence in their service. If it's difficult to place an order when they're taking my money, what will they be like if something goes wrong?” said another respondent.

Tags: checkout, poll, shopping cart, survey, Webcredible

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