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 major motivator for this practice known as cart abandonment.
Ricardo Nazar, a Growth specialist, highlights that cart abandonment is quite harmful for the business owner. “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 and did not finalize 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 sites (38%), discount coupons that do not work (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 direct contact. “Whether by email, WhatsApp, or SMS offering a discount or advantage, the likelihood of a prospect finalizing the purchase increases significantly,” says the specialist. This strategy is supported by the survey numbers, which show that 33% of respondents consider it “very likely” that they would complete the abandoned purchase if an offer proposal was made by the store.
The survey also investigated the factors that contribute to the purchasing decision in an e-commerce setting. The biggest concern of consumers is falling victim to some kind of scam, with 56% of respondents prioritizing the trustworthiness of the site. 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%).
