[thelist] Article: 20 Tips to Minimize Shopping Cart Abandonment
Diane Soini
dianesoini at earthlink.net
Tue Oct 21 20:27:41 CDT 2003
On Tuesday, October 21, 2003, at 05:06 PM,
thelist-request at lists.evolt.org wrote:
> On Monday 2003 October 20 14:19, Kevin Cannon wrote:
>> I doubt many people abadon a purchase when actually wanting to buy a
>> specific thing. That's like giving up at a shop because there's a
>> queue.
>
> If they are long enough, people do, and people have. "Screw this, let's
> go to <name of competing store> down the road, they have two registers
> open and the lines spill over clear into the aisles."
I'm not a very sophisticated shopper (I don't shop much at all.) I've
noticed that some shopping cart systems make you have to go through the
process to find out more details about the product. There are times
when you have to go through the ordering process to find out things
like a) do they offer different sizes? What are the sizes? b) What info
are they going to want from me? Are they going to make me have to
register and login (I hate that.) c) is the product in stock in the
color I want? Etc. Sometimes I just use the shopping cart to go as far
as possible before paying so I will know everything there is to know
before I buy. I might come back later to actually complete the process.
For example, I wanted to buy a diaper for my parrot (only in the
Internet age would there even be such a thing!). I wasn't sure what
size, or how they would know if it would fit my bird. I read much of
their info, but not until I started using the shopping cart did I feel
comfortable about how they get the info they need to fit the bird
diaper to the bird. Plus, their web site is horrific and some parts of
it were highly unnavigable, so although there probably was info
elsewhere, the shopping cart had the easiest info to read.
Point: I don't think statistics mean what people think they mean.
D
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