Study: User experience impacting cart abandon rates

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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.

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.