Study: User experience impacting cart abandon rates
Mobile checkouts are becoming a bigger issue for retailers. According to new data out from Jumio, more than two-thirds of mobile (smartphone and tablet) users have attempted to make a purchase via a mobile device; of those trying to buy, 66% have abandoned a shopping cart because of issues encountered at check-out.
“Businesses invest a great deal to get consumers to the point of sale in their mobile apps, but there are a lot of obstacles keeping users from taking their purchase across the finish line,” said Daniel Mattes, founder and CEO of Jumio. “From frustrations around having to type – and often retype – personal information into tiny text boxes to concerns over the safety of data, users are bailing out at checkout. Brands can’t afford to lose shoppers in those final moments of the transaction.”
Other interesting findings from the 2013 Mobile Consumer Insights study include:
• 41% of mobiles say check-outs are ‘too difficult’ for their devices
• 23% say they abandon carts because ‘their purchase won’t go through’
• 47% of women say they ‘don’t feel secure’ using credit card information via mobile
• 62% of 55+ shoppers say they ‘don’t feel secure’ using credit card information via mobile
Men, by the way, are more likely than women to make a purchase via tablet (74% vs. 62%). Harris Interactive conducted the study for Jumio.