Conversion Tip: Understand Why Visitors Abandon Purchases
We continue our series of conversion tips from Charles Nicholls, founder and CEO of SeeWhy, a conversion and cart-abandonment-recovery firm. For this tip, Nicholls addresses the two main causes of abandoned purchases and what they mean to ecommerce merchants. Charles Nicholls: "A new Forrester study reveals that the top reason why customers abandon shopping carts is the cost of shipping and handling. This is not a surprise. It has been the top reason for years, and it is unlikely to change unless free shipping becomes widespread. When you consider the top five reasons why visitors abandon shopping carts together, two common causes emerge: (1) price (shipping and handling, looking for a better deal) or (2) because the visitor is not ye...