Shipping costs are one of the crucial elements in the approach to e-commerce brands. Different studies have shown the importance that give buyers the shipping, especially having to pay or not do it for them.
A study by The Boston Consulting Group noted that 74% of consumers prefer, above all, have free postage and actually prefer it over the speed of delivery. Not having to pay for receiving shopping is more valued than receive it acquired on the same day of purchase. These conclusions are largely in line with those achieved in a joint study of Comscore and UPS and noted that 68% of consumers put the free shipping as a determining factor in the scale to provide positive recommendations for an online store.
And the same is true of the newly released Visual Website Optimizer, developed by VWO, on the reasons why a shopping cart in ecommerce is abandoned. Shipping costs is the first of all the reasons why consumers do not close an online purchase. 28% of customers and consumers leave because of the shipping costs, a figure that exceeds the 23% it does because the web forces you to open an account, 16% do not buy because I was just researching a product and 13% that does not because not just rely on the security of the web in which you are browsing.
“In the highly competitive market of ecommerce, even a small marketing failure can be very costly,” says Paras Chopra, CEO and founder of VWO, to BizReport. “When armed with consumer intelligence, marketers that are optimizing their sites and winning the game of conversion”.
How to recover consumer
The study not only points out the reasons why consumers abandon and underscores the weight offer free shipping costs, but also enables also discover how they can recover those consumers on the run. For example, the study points out the importance of online reviews.
For 55% of consumers, opinions on the Internet can purchase the goods they are seeing on the web. Consumers increasingly rely on the opinions of others and consume video reviews, check pages where consumers discuss other products and take hold of social networks to see what others say. In fact, the importance of reviews is such that is expected to mark the Christmas season.
But not only the opinions of others can push consumers back to buying, so do other tricks that can draw the selling brands. Coupons and discounts, for example, are still predicament. 54% of consumers buy products ensures that he has left behind if they offer a discount for it. The figures rises in the case of millennials, who are the most open to retake the lost purchase if you are offered a discount (in 74% of cases).
Social media and shopping
Although social networks have become a crucial element in the world of ecommerce, especially as more brands use them as customer service, consumers have a more complex than we think relationship with them.
On one side is the weight that social networks have in their purchasing decisions. 53% of buyers millennial uses Facebook to take a look at the product and get more details about the same and 25% of consumers of this same demographic strip clicks on a product that a friend posted on the social network. The figure is slightly less high when a general profile of consumers (16%) is made.
But although consumers do use social networks for their own interests when shopping, do not usually use it to both the interest of others. 74% do not share any information or offers social media.