RE: [uk-netmarketing] RE: Piece of string question

[John Handelaar]

> -----Original Message-----

>

From: Ian Collingwood [Ian [dot] CollingwoodUK [dot] Circle [dot] com (mailto:Ian [dot] CollingwoodUK [dot] Circle [dot] com)]

> Sent: 23 January 2001 15:48

> To: uk-netmarketing from chinwag

> Subject: [uk-netmarketing] RE: Piece of string question

> 

> 

> Anna wrote:

> > 53% and 66% of shoppers who actually begin the checkout 

> > process actually

> > complete a purchase. These people wanted to buy something but 

> > were prevented

> > by a poorly-designed checkout process.

> 

> Hmmm.... I've heard people throwing these kind of figures around, and I'm

> not sure I'm entirely convinced. Sure, 66% of shoppers may fail 

> to complete

> their purchases, but it's quite a leap from making this observation to

> claiming that poor usability is the only or even the main reason.


Of course, there's more than one reason that poor usability

might be to blame.  Most shopping sites I visit won't give

me a VAT-and-shipping-included price until I take the process

through to the checkout.


I'd suggest a fair proportion of 'failed' transactions

were never intended to be transactions in the first place,

just price comparisons.


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John Handelaar


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