According to a new study by Forrester Research, Inc., many online merchants convert just two percent of their visitors into buyers. This is true, despite the fact more than 75 percent of the e-commerce marketers surveyed in the study have gone to great lengths to make their Web sites more user-friendly. Yet, Forrester found that 66 percent of virtual shopping carts were abandoned in 1998 due to complicated instructions or “hefty shipping-and-handling gotchas.”
Loading ...
Online Stores Battling to Turn Browsers into Buyers
Posted by: Chet Dembeck July 22, 1999 12:00 AMAccording to a new study by Forrester Research, Inc., many online merchants convert just two percent of their visitors into buyers. This is true, despite the fact more than 75 percent of the e-commerce marketers surveyed in the study have gone to great lengths to make their Web sites more user-friendly. Yet, Forrester found that 66 percent of virtual shopping carts were abandoned in 1998 due to complicated instructions or “hefty shipping-and-handling gotchas.”