Only 2 in 5 US customers completed the online checkout process over the holiday weekend, according to stats from Analytics start up Formisimo. Despite the great online offers available, the numbers show that companies are losing frustrated customers due to a complicated checkout process. The UK and Europe also suffered high drop off rates with 70% of UK customers abandoning the shopping cart just before completion, and the worst culprit in Europe was France – which saw only 24% of shoppers making it through the checkout process.
CEO of Formisimo, Al Mackin, commented on the study and said that ‘after all the browsing and searching to find a great deal you’d be amazed at how many shoppers hate filling in their details in an online checkout – so much so that they go and buy from elsewhere.’
‘With tempers frayed they’re less patient with processes that ask for too much information, that have errors, or that are simply confusing. On some of the busiest online shopping days of the year online retailers are losing up to 80% of their potential sales right at the end of the buying cycle.’
If your analytics are breaking your heart this morning, don’t worry…we’re here to help! Losing customers is no joke and we wrote about this very topic quite recently; you can check it out here. With a few small improvements, your analytics for the Christmas period should be much more positive!