November 28, 2017
Being asked to duplicate information during the online checkout process is cited twice as much as any other factor as the biggest frustration in trying to pay online, according to a recent report. Nearly 37 percent of U.S. and U.K. consumers polled in the 2017 VWO eCommerce Consumer Survey Report said filling in the same information twice was the most frustrating part of online checkout. “Too many fields,” the next most-cited frustration, was only tabbed by 18 percent.
“When it comes to e-commerce, the highest drop-off point is the checkout,” the report’s authors wrote. “In some cases, it’s due to consumer indecisiveness, but mostly, it can be attributed to the complexity and confusion of the checkout process.”
The most likely reason to abandon a particular purchase (identified by more than 42 percent of respondents), the report said, is encountering unexpected shipping charges. Negative customer reviews (24 percent) and being required to establish an account (15 percent) were other top reasons to abandon a purchase during checkout.
The wide-ranging study of consumer e-commerce attitudes also found that more than half of consumers combine their offline and online shopping experiences and that 47 percent of those polled preferred transacting from a mobile device to make online purchases (corroborating recent research from a European online payment provider).