A survey carried out by Opinion Box, entitled “Cart Abandonment 2022”, with more than 2000 consumers, revealed that 78% of respondents have the habit of giving up on a purchase when reaching the final stage, with the cost of shipping being the main motivator of this practice known as cart abandonment.
Ricardo Nazar, a growth specialist, highlights that cart abandonment is a practice that is quite harmful to the entrepreneur. "It is necessary to be attentive to this type of behavior so that well-defined strategies can be developed; after all, the customer went through all the purchase stages but did not complete it. What could have caused this?" explains Nazar.
The research also pointed out other reasons that lead to cart abandonment, such as cheaper products on other websites (38%), discount coupons that do not work (35%), charges for unexpected services or fees (32%) and very long delivery times (29%).
Nazar suggests that a good technique to try to bring the client back is direct contact. "Whether by email, WhatsApp, or SMS, offering a discount or advantage greatly increases the likelihood of a prospect completing the purchase," affirms the specialist. This strategy is supported by the survey data, which shows that 33% of respondents consider it "very likely" that an abandoned purchase will be completed when presented with an offer proposal from the store.
The research also investigated the factors that contribute to the purchasing decision in an e-commerce. Consumers' greatest fear is being a victim of some type of scam, with 56% of respondents prioritizing the website's reliability. Other important aspects are lower prices (52%), promotions and offers (51%), previous purchase experience (21%), ease of navigation (21%), and a variety of payment methods (21%).
