Consumer Psychology and the E-Commerce Checkout
The Indian e-commerce sector is experiencing monumental growth, with customers turning more and more towards shopping online. In light of this trend, it becomes valuable to the e-commerce vendor to consider the motivations and behaviours underpinning the consumer’s checkout experience.
As this infographic produced by vouchercloud shows, a number of web design factors and psychological factors combine to make or break the success of an online transaction.
It takes less than 90 seconds for a customer to decide whether or not they will commit to a purchase. Elements that influence this decision, range from the availability of product information, to markers of quality including customer testimonials.
All e-commerce merchants aim to lessen the estimated shopping cart abandonment figure of 67.4%. Factors seen to increase the likelihood of abandonment include hidden charges, compulsory registration, too many checkout steps or unclear instructions.
Discounts and special offers can be the difference between losing and sealing the deal, with 57% of customers who use coupon codes to complete transactions citing that they would not have made the purchase at full price.
Consumer Psychology and the E-Commerce Checkout – An infographic by the team at vouchercloud
So what do you think? How are you combating these issues for your brand?