White Paper

Top 4 Reasons Online Shoppers Abandon Sites, Shopping Carts

By David Reisfeld, GM, Content Delivery Solutions, Limelight Networks

Since the turn of the millennium, the online shopping experience has changed dramatically with advances in web technology. Today, what keeps shoppers engaged relies on a combination of factors like multimedia availability, rich product details, and personalized content. Retail sites must strive to be effective in maintaining the overall shopping experience from initial site exploration up through the commercial transaction, or else consumers will quickly abandon ship. In fact, a 2009 consumer survey commissioned by Gomez showed that 41 percent would abandon an eCommerce site at peak times after only one or two bad experiences.

Retailers are all too familiar with site abandonment. Why is it that a consumer who has his credit card in hand and is ready to make a purchase suddenly leaves an ecommerce site? A recent Limelight Networks survey reveals the top four reasons online shoppers leave online shopping sites even after seriously browsing through products, and it also paints a broader picture of why some online purchases are successful while others are not.

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