Four factors that cause shoppers to walk away from online carts

[mandy]

The Web is awash with abandoned carts: More than half of all shopping cart sessions are abandoned without the checkout process ever being completed. There are myriad reasons for cart abandonment, but there are typically four factors that cause shoppers to walk away from online carts: comparison shopping, impatience, confusion and fear.

This is really about sticker shock when a shopper gets to the end of the transaction. Far too many Websites require users to go through the entire checkout process to unearth the true cost of goods — including tax and shipping. In shock, users then abandon the cart in the final stages of the purchase process.

Users expect the shopping cart to show all the items they have chosen, including subtotal and any other ancillary charges, before they commit to giving personal information...

full article: http://multichannelmerchant.com/ecommerc...xperience/