While shopping cart abandonment statistics vary between 50% and 70%, depending on the study, it’s always useful to see why people abandon carts. This week’s infographic was created by Milo remixed from comScore data. Hat tip to Econsultancy for this find.
One really interesting finding is it’s better to not show a delivery standard than to show one that exceeds 7 days. 38% would abandon a cart when delivery standard is 8 days or more, while only 24% would jump cart when no standard is given. But remember, this measures conversion rate, but doesn’t take into account the cost of customer service for ticked off customers.
Tweetable facts:
67% of carts abandoned according to comScore Tweet this stat
57% of consumers abandoned a purchase due to “window shopping”, 56% just saving for later Tweet this stat
38% of consumers abandoned cart when delivery estimate exceeded 7 days Tweet this stat
60% of consumers believe a guaranteed delivery date is important Tweet this stat
73% of consumers want to see free shipping in checkout Tweet this stat
56% of online shoppers want a variety of payment options Tweet this stat
32% of online shoppers want to see product recommendations in the cart Tweet this stat
Online shoppers choose the cheapest shipping option 2/3 of the time Tweet this stat
45% of online shops make money and 45% lose money on shipping Tweet this stat
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Great stats, thanks to you and Milo for publishing.
When it comes to holiday shopping, I would think that the closer to the specific holiday, the more the number of days to ship would impact the sale. Are there any studies on shipping time during holidays versus other days of the year?
I haven’t seen other studies but I agree with you on that point, behavior does change closer to the holidays. SeeWhy may have some research on days to ship.
Very interesting to see the correlation between shipping time and conversion rate!
Linda, saw your presentation on checkout optimizations (http://www.slideshare.net/Elasticpath/maximizing-conversion-with-checkout-optimization). GREAT information thanks. There is so much to optimize for checkout and conversion, and some great thoughts on how conversion happens in the mind, not the website. We have got to make it easier to allow for that conversion to complete.
I also think coupon codes are a risky thing. I have left sites MANY times to search for coupon codes when I see that box. I think just giving me a “customer appreciation” automatic discount, even if it’s 3-5% would just move things right along to checkout.
Great post guys!