A new month, a new checkout abandonment survey hits the inbox. Here’s the number one cause of checkout abandonment: unacceptable delivery costs. What is this madness?
The study, by eDigitalResearch and IMRG, found that 77% of online shoppers have abandoned their basket in the past year, with 53% citing unacceptably high delivery costs as the main reason for bailing out.
Already, alarm bells are ringing. Many years ago we published some best practice research on conversion rate optimisation, and one of our key recommendations was to avoid sending people into the checkout area too early. Before they enter, they should have all of the key facts. That means delivery information, among other things.
Yet this latest checkout abandonment study found that 26% of shoppers placed an item in their basket just ‘to check delivery costs’.