We all add items to online shopping carts and bail on the final purchase. We do this while price-shopping, shipping too high/confusing, may place order later, price too high, no guest checkout, to much information required, lack of payment options, or if there is something that turns us off about the site/checkout process. This is known as shopping cart abandonment. The percentage in one of our NetSuite online stores is around 65%. This seemed high to sales, but it looks like the average.
There are things you can do to improve this like adding a guest checkout, and making your checkout experience with as little steps as possible. This is easier said than done…there is much difference from a standard NetSuite shopping cart and a full AJAX ecommerce site.
I’m working on reminders for abondoners…perhaps an email to those who have items still in their carts or a large visual on a site that has previous item cookies that says “Hey you forget to finalize your order last time”
Sales>Reports>Shopping Cart Abandonment
http://www.invesp.com/blog/cro/shopping-cart-abandonment-rate-statistics-infographic.html
http://www.fortune3.com/blog/2011/03/average-shopping-cart-abandonment-rates/
http://www.getelastic.com/shopping-cart-no-brainers/
http://www.rickwhittington.com/blog/how-to-calculate-shopping-cart-abandonment/
