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Digital customer knowledge specialist
The data took places in September 2013 involving 6,305 French e-shoppers, aged from 22 to 65 and who purchased a product online at least once over the last 6 months.
Methodology
Online Abandonment
8% 9%Never
21%23%More than 50% of the time
Sep. 2013Feb. 2013
Feb. 2013 28%Never
More than 50% of the time
Feb. 2013 28%
Feb. 2013 5%
Sep. 2013
28%
6%
Subpopulation of frequent buyers(7 purchases or more over the last 6 months)
DROP OUT FREQUENCY DURING THE NAVIGATION
The “Price” in addition to the “Condence”
NON-DROP OUT CAUSES
Sep. 2013Feb. 2013
The proposed price was the main criterion
20%9%
Sep. 2013Feb. 2013
I favour easy to use websites
17% 13%
73% 68%
I only use websites I fully trust
Sep. 2013Feb. 2013
WHICH BEHAVIOUR AFTER ABANDONMENT?Competitors are rubbing their hands together
22% 17%I switched to a comparison website
15%31%After a while, I started again my search on the same website
31% 48%I went to the competition( website or physical store)
Sep. 2013Feb. 2013
Sep. 2013
12%Lack of trust when nalising the purchase process
15%Products unavailability
40%Too expensive delivery
ABANDONMENT MAIN REASONS
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