Consumer psychology and the e-commerce checkout (infographic)

4 Feb 2014

Online retailers, take note, site speed matters when it comes to consumers making purchases online, suggests an infographic that looks at what compels online shoppers to complete a purchase – or to abandon it altogether.

Fifty-seven per cent of consumers will abandon a site and 80pc of those consumers will never return to the site if they have to wait more than three seconds on it, according to the infographic by vouchercloud.

The infographic also dives into e-commerce design, product reviews, checkout abandonment statistics, coupons and deals, shipping, and payment and security.

In terms of design, whoever said looks don’t matter was wrong when it comes to e-commerce, as 92.6pc of online shoppers have said visuals are the top influential factor affecting whether or not they buy an item.

Most consumers (85pc) read online reviews for a local business before making a purchase. Once they opt to buy but then see hidden charges come up at checkout, 41pc of online shoppers will abandon a purchase.

Vouchers have an impact on online purchases, too, as 57pc of online shoppers who used a coupon code said if they had not received the discount, they would not have made the purchase.

Shipping costs are a factor to take into consideration with 59pc of consumers, and when it comes to paying up, more than 80pc feel safer about completing a transaction upon seeing ‘trustworthy’ card logos (eg, Visa, MasterCard) prominently displayed within an online store, according to the infographic.

Consumer Psychology and the E-Commerce Checkout – An infographic by the team at vouchercloud

Tina Costanza was a journalist and sub-editor at Silicon Republic