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
Webcredible is a user experience consultancy, offering a range of usability, accessibility and design services for websites, intranets, mobile devices and applications. The UK-based consultancy researches, designs and builds interfaces to support user requirements & business goals.
With a long list of global clients in the private and public sector, including Airmiles, BBC, eBay, Laura Ashley, Lloyds TSB, T-Mobile and World Health Organisation, Webcredible is widely regarded as one of the most respected consultancies in the user experience industry.
