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BizReport : Ecommerce archives : May 09, 2013

Study: User experience impacting cart abandon rates

If you're looking for reasons shoppers may be abandoning shopping carts in your online store look no further than the mobile experience you offer. That according to new data out from Jumio. Researchers found that mobiles, especially, are susceptible to the 'bad experience' rule with 66% of mobiles abandoning a purchase because of check-out issues.

by Kristina Knight

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.

Tags: cart abandon tips, ecommerce tips, ecommerce trends, Jumio, shopping cart abandon rate

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