A survey conducted by Opinion Box, titled “Cart Abandonment 2022”, with more than 2000 consumers, revealed that 78% of respondents have the habit of giving up on a purchase when reaching the final stage, with shipping costs being the major motivator of this practice known as cart abandonment.
Ricardo Nazar, a growth specialist, highlights that cart abandonment is a highly detrimental practice for the business owner. “It’s essential to pay attention to this type of behavior so that well-defined strategies can be developed; after all, the customer has gone through all the stages of the purchase and hasn’t completed 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 significantly 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 the abandoned purchase upon receiving an offer from the store.
The survey also investigated the factors that contribute to the purchasing decision in an e-commerce environment. The greatest concern for consumers is falling victim to some type of scam, with 56% of respondents prioritizing the website’s reliability. 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%).
