12 January 2007
Hidden charges bring a halt to online shopping
New research shows that nearly 50% of online shoppers would abandon their shopping trolley due to hidden charges or lengthy checkout processes. According to the research, conducted by leading web usability consultancy Webcredible, other online shopping frustrations include having to register before buying (30%) and sites not providing delivery information (13%).
When asked what would make them abandon an order when shopping online, respondents stated the following:
- Hidden charges at the checkout - 36%
- Having to register before buying - 31%
- No clear delivery details - 13%
- Lengthy checkout processes - 10%
- Phone number not provided on website - 9%
Trenton Moss, director, Webcredible said: “It's astounding to see how much potential business websites are losing simply because of user frustration. Internet shoppers will be discouraged from buying online if they are faced with lengthy registration processes and hit with hidden charges at the checkout, particularly if they are looking to the web for the best price. If online retailers are upfront from the beginning and make the buying process as simple and transparent as possible, they will see a big difference to the bottom line.”
The poll, which took place on Webcredible's own website, ran throughout September, October and November and received 1043 votes.
About Webcredible
Founded in 2003, Webcredible is a user experience consultancy, dedicated to making websites easy to use, accessible to all and ultimately more effective. The UK-based consultancy offers a wide range of services, including user-centred design, usability & accessibility testing, accessible web design, an accessible CMS, as well as a comprehensive training programme.
With almost 200,000 monthly website visitors and a long list of global clients in the private and public sector, including T-Mobile, Norwich Union, eBay, the BBC and the World Health Organization, Webcredible is widely regarded as one of the most respected consultancies in the user experience industry.
The consultancy brings an unrivalled passion and enthusiasm to their work and their uniquely open and collaborative approach to projects ensures clients can fully understand and contribute to the process while gaining on-the-job training and knowledge transfer.