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WebTrends surveyed 1,000 US adults between 3 and 7 December 2003, 632 of whom had researched or purchased a product online. The survey determined that having to enter too much info, surprise costs at the point of checkout, or a lack of supporting product or service information were the most likely factors contributing to shopping cart abandonment.
This relates to an earlier study conducted by CatchFIRE Systems that illustrated the lack of understanding of how the web works and how to keep shoppers from abandoning sites on the part of most marketers. Now marketers have some information to work with...
Bottom line: It's no longer acceptable to have a piece-of-crap shopping cart or online shopping experience. If you're getting into the e-commerce game at this point, or if you're still in the game, you simply can't afford to be playing a c-level game!
