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.

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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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