A survey conducted by Opinion Box, entitled “Abandono de Carrinho 2022”, with more than 2000 consumers, revealed that 78% of respondents have the habit of giving up a purchase when arriving at the final stage, with the value of freight the great motivator of this practice known as cart abandonment.
Ricardo Nazar, a specialist in Growth, points out that cart abandonment is a very harmful practice for the entrepreneur. “You need to be aware of this type of behavior so that well-defined strategies are developed, after all, the customer went through all the stages of the purchase and did not finish. What may have caused this?”, explains Nazar.
The survey also pointed out other reasons that lead to cart abandonment, such as cheaper products on other sites (38%), discount coupon that does not work (35%), charging for unexpected services or fees (32%) and very long delivery time (29%).
Nazar suggests that a good technique to try to bring the customer back is direct contact.“Whether by email, WhatsApp or SMS offering a discount or advantage the likelihood of a prospect finalizing the purchase increases a lot”, says the expert. This strategy is corroborated by the survey numbers, which show that 33% of respondents consider “very likely” the chance of finalizing the abandoned purchase in the face of an offer proposal made by the store.
The research also investigated the factors that contribute to the purchase decision in an e-commerce. The biggest fear of consumers is to be the victim of some kind of scam, with 56% of respondents prioritizing the reliability of the site. Other important aspects are lower prices (52%), promotions and offers (51%), previous shopping experience (21%), ease of navigation (21%) and variety of payment methods (21%).
