Kefta Reports Major Findings on Online Order Abandonment

Kefta has released the results of its extensive twelve month shopping cart/financial applications abandonment study. The results were culled from online surveys offered on several of their clients websites. - (Voice Your Opinion)These clients were in the e-commerce and financial sectors, each with a significant online presence. The survey results can be summarized in four key findings: - Online order abandonment remains a key issue for marketers. Between 50% and 90% of prospects who start an order (shopping cart or financial application) leave the website before completing it. - Most prospects that do not complete the order do have an interest in becoming customers. At least two-thirds of the prospects surveyed said that they are serious about making a purchase. - Usability is not the primary source of abandonment. Less than 10% of prospects left the site because the ordering process was too complicated. - There are usually 4-5 major reasons why people are dropping. The major reason is never mentioned by more than 25% of the people dropping. The most often mentioned reasons for abandonment are: not a good time, price, uncomfortable buying online, need more information or help.