Survey Says: 3 Reasons Consumers Aren't Buying From Your Website

Shopping online is rapidly becoming the norm, with consumers moving from online shopping to mobile shopping in record numbers this holiday season. But whether they're shopping on a desktop, laptop or smartphone, a new study from the National Cyber Security Alliance and McAfee has some insights into what stops consumers from buying on your website.

• 56 percent abandoned their purchases because they weren't sure the site was secure
• 53 percent were concerned the site was asking for more information than they thought was necessary
• 42 percent cited safety and security concerns as the reason they abandoned their purchases

Why it matters to your business: As an avid online shopper, I know I've done all of the above. You need to make sure your website is secure, and that you provide visual proof of this for shoppers, such as secure shopping badges. Also, your site should look professional and up-to-date. Post your privacy policy where it's easy to find. And ask only for the information you need to securely make the sale.

Comments

[smcircle]

07:43 PM on 12/25/2011

In reading the 3 posts which came before this one I have to agree with varying degrees. I have to add an ethical itch I get with how things are worded in advertising and sales. IF something is offered for "free", if something is done by the buyer and then there is that "just pay the S&H", it is not FREE.

Also, I had a discussion with a Publisher's Clearing House Customer Service Rep who told me I shouldn't count the S&H in my price even when comparing their item to the exact same item in a store. I know as a Project Manager and Business Analyst I had to include all costs for a project, itemized, or I would be reprimanded because I would have misrepresented the expenses. As a consumer I would have to know what to write into my debit account ledger, the total I am spending, or I would be short funds before too long and “writing bad checks” because of insufficient funds. It is just unethical to tell customers to not count all the expense(s), on-line or off. There should be total truth is advertising and in sales attempts all the time. When I feel “unethical-zed” I leave without buying too.

[flyinghunde]

05:39 PM on 12/25/2011

I've dropped off of sites because of outrageous shipping fees. I do a fair amount of shipping myself and have a pretty good idea of what reasonable costs are. When a site charges $10 to send a 10 ounce package USPS first class, I KNOW they're ripping me off.

Yes, packaging materials and time spent shipping cost too. But for an online business the materials and time used to package an item should be considered part of normal business costs -- just like rent and utilities for a brick and mortar business.The days of "handling" charges have been over for a long, long time.

[DSevere]

12:20 PM on 12/24/2011

I think a lot of people abandon purchases because
- a site doesn't get to how much something costs for a long time (particularly for sales of service type products, and things that are expensive, people seem to think if you go on and on about how fabulous it is you'll be sold before they get to, "it's $3,999.00" Not really the case. )
- sites have super fancy components that take forever to load
- there is not a easily negotiable line to checkout
A site is like a maze, if people keep walking into dead ends and have to track back, they get frustrated and leave.

[Djay0252]

12:06 PM on 12/24/2011

Probably they are not buying due to lack of funds.