A survey conducted by Opinion Box, titled “Cart Abandonment 2022”, with over 2000 consumers, revealed that 78% of respondents have the habit of abandoning a purchase at the final stage, with shipping costs being the main motivator behind this practice known as cart abandonment.
Ricardo Nazar, a Growth specialist, emphasizes that cart abandonment is a practice that is quite harmful to business owners. “It is important to pay attention to this type of behavior so that well-defined strategies can be developed; after all, the customer went through all the stages of the purchase but did not complete it. What could have caused this?”, explains Nazar.
The survey also pointed out other reasons that lead to cart abandonment, such as cheaper products on other websites (38%), non-working discount coupons (35%), unexpected service or fee charges (32%), and very long delivery times (29%).
Nazar suggests that a good technique to try to bring the customer back is through direct contact. “Whether by email, WhatsApp, or SMS, offering a discount or advantage greatly increases the likelihood of a prospect completing the purchase,” says the specialist. This strategy is supported by the survey numbers, which show that 33% of respondents consider it “very likely” that they will complete an abandoned purchase when presented with an offer from the store.
The survey also investigated the factors that contribute to the purchase decision in e-commerce. The biggest fear of consumers is falling victim to some type of scam, with 56% of respondents prioritizing the reliability of the website. Other important aspects include lower prices (52%), promotions and offers (51%), previous purchase experience (21%), ease of navigation (21%), and a variety of payment methods (21%).
