Insights From U.S. Online Shoppers
Brian Gendron | April 26, 2012
As smart phones and tablets continue to proliferate, consumers want to make purchases wherever they are – whether at home, on the bus, or anywhere on the go.
Of course, as consumers adopt new technologies and practices, there are growing pains. We recently commissioned a survey by Harris Interactive of more than 2,000 U.S. consumers about the online shopping experience and the greatest pain points. Here’s what they told us:
- U.S. consumers identified “entering payment, billing and shipping information” as one of the main pain points of the online shopping experience, topped only by not knowing how an item fits or looks in-person;
- Almost three-in-five (58 percent)of online shoppers indicated they would prefer one place where their account information can be safely stored and easily accessed to simplify the online check-out experience, no matter where they are shopping online; and
- Among Americans who shop online, whether from a computer or mobile device, nearly one out of every four acknowledged having abandoned a shopping cart at least once a month before completing their purchase.
So what does this all suggest?
Consumers still find that a lengthy checkout experience can cause frustrations, which can sometimes mean lost business for merchants when consumers fail to click “confirm purchase.” Consumers want a simple and fast process to complete their online transactions so they can spend more time finding the exact products that they want.
What would you like to change about the checkout process?