Most Shoppers Will Flee During Complex Online Checkouts: Study

Better get your transactional email system in order: A study by Splitit and Google Consumer Surveys shows that 70% of online shoppers will abandon their carts during checkout.

Worse, 87% will jump if the process is too long or complicated. And 55% will leave for good.

Older shoppers are the least forgiving—90% of those aged 55 and up will not follow through with a length process, vs.  83% of millenials

On the bright side, 12% will return to the site after cart abandonment, but only 7% in the 55+ cohort.

Consumers are turned off by excess advertising during the checkout process—25% cite it as the reason for cart abandonment. Again, there is an age differential—only 19% of millennials are bothered by ads, compared with 28% of those aged 45 and over.

“With cart abandonment rates so high, retailers still have work to do in streamlining the online shopping experience,” states Gil Don, CEO and co-founder of Splitit, an online payment company.



He adds, “While consumers appreciate having options, it is essential that the checkout process is seamless, at the risk of permanently losing customers.

Ecommerce firms also have to send up follow-up emails—in real time—to recover some of those sales and provide a better overall experience. A cart abandonment series may also help them figure out what’s troubling shoppers,

The survey sample consisted of 1,000 U.S. consumers. 

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