A new study conducted by Forter has revealed some interesting information on the buying habits of online shoppers. Online shopping is great for instant gratification and impulse buying. If your site is not set up right, you could be loosing sales.
This study shows that Americans only buy 58% of the items they add to their shopping cart. The study also uncovered that half of buyers will ditch their purchase if the checkout process takes longer then 30 seconds. The average American also ditches 11 online shopping carts a year. Some of the reasons people drop out of the buying process is shipping cost too much, a discount code doesn’t work, and having to re-enter credit card or shipping/billing information.
This study showed that people will only wait on average 10 seconds for things like a confirmation email, the next page to load after confirming purchase, and the website to verify credit cards. If this process takes longer, the chance you will loose the sale is high. Remember the reason most people shop online is because of convenience and it saves them time. You want their process to go as smoothly as possible, especially since this study showed that 76% of shoppers are less likely to visit a site after a negative shopping experience.
