The capability of placing online orders is no new feat. For years, online transactions have been a mainstream occurrence, replacing even day-to-day purchases. eCommerce sites rely on a consumer’s comfort with offering up sensitive information, even in a landscape pitted with fraud and theft.
It is no surprise, then, that security remains a cornerstone necessity to online buying; consumers want to feel safe before they’ll exchange information for goods. Empirically, a recent McAfee study segmented focus groups between those shown a McAfee “trustmark” versus those who weren’t when completing online orders. Those shown the symbol were 11% more likely to convert.
Security as it pertains to online buying is a small branch of the larger study completed by McAfee, related to online buyers who abandon the sales process, why they abandon, and what their rate of return is. From the study, McAfee found that 65% of online shoppers who drop out of the sales funnel prior to completing their purchase typically return within one to two days.
Why do users delay the sales process?
The study found that most users fall off for one of several reasons, pertaining to:
- Brand recognition
- Demographics / Experience
- Competitors
- Novelty
- Price
Paying close attention to your sales funnel is an imperative part to your overall online success, but sometimes these trends will not reveal aspects of consumer behavior such as delayed purchases. If managing an eCommerce site, ensure you provide as smooth and safe a sales process as possible.
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