Executive Briefings

Web Site Hassles Can Run E-Shoppers Off

When people park their shopping carts without checking out, the site may have lost a sale simply because someone ran out of shopping time. Or the cart could have been abandoned because the shopper had second thoughts about spending the money. Poor time-consuming design can also be a turnoff for many shoppers.
Take back buttons, for example. Kurt Peters, editor in chief of Internet Retailer, says frustration over back buttons that don't take you back to where you were before you went to the shopping cart can cause some people to give up. He had this problem while trying to buy shirts online recently. Instead of taking him back to the page where he chose one color and wanted to pick a second color, the site redirected him to the home page. He says the site has now made it possible to see your shopping cart without leaving the product page. But many sites haven't remedied the problems that frustrate consumers.
Source: CRM Buyer, http://crmbuyer.com

When people park their shopping carts without checking out, the site may have lost a sale simply because someone ran out of shopping time. Or the cart could have been abandoned because the shopper had second thoughts about spending the money. Poor time-consuming design can also be a turnoff for many shoppers.
Take back buttons, for example. Kurt Peters, editor in chief of Internet Retailer, says frustration over back buttons that don't take you back to where you were before you went to the shopping cart can cause some people to give up. He had this problem while trying to buy shirts online recently. Instead of taking him back to the page where he chose one color and wanted to pick a second color, the site redirected him to the home page. He says the site has now made it possible to see your shopping cart without leaving the product page. But many sites haven't remedied the problems that frustrate consumers.
Source: CRM Buyer, http://crmbuyer.com