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Subject: RE: [uk-netmarketing] RE: Piece of string question
From: John Handelaar
Date: Wed, 24 Jan 2001 10:48:26 -0000

> -----Original Message-----
> From: Ian Collingwood [Ian [dot] CollingwoodatUK [dot] Circle [dot] com (mailto:Ian [dot] CollingwoodatUK [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.

John Handelaar

T +44 20 7209 4117 M +44 7930 681789
F +44 870 169 7657 E johnatuserfrenzy [dot] com

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