Online shopping cart deserters today may be buyers tomorrow, study says

Share this content:

A McAfee study, Digital Window Shopping: The Long Journey to Buy, of 163 million online shopping transactions found that 65% of all shoppers will wait a day or more to complete a purchase.

To online retailers, this behavior may appear to be shopping cart abandonment, but it could also be the sign of a cautious shopper, according to the study, released September 17.

“The good news is that those shoppers who you thought were disappearing may not be gone, they may just be delaying,” said Shane Keats, senior research analyst at McAfee.

The study also found sales conversions were 11% higher for digital window shoppers who were shown a security cue. McAfee, a security technology company, tested its own Trustmark in A/B testing and found a change in behavior when the icon was visible to a consumer.

The McAfee study is not the first to find that security concerns are a reason that shoppers abandon online carts. In April, a study by PayPal and ComScore found that 21% of buyers reported that they had stopped shopping on a site because of worries about their security.

“If you are already investing in security for your site, why not communicate that to your customers at every stage of their shopping?” Keats said. He noted that most marketers use price discounts and remarketing e-mails when consumers abandon an online shopping cart.

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above