According to a Yahoo Small Business report, 83% of shoppers who add items to cart do not make purchase. The research states that cart abandonment leads to $6.2 million in lost potential sales assuming a $30 average order value. This study was conducted based on the eCommerce behavior of 250k shoppers.

Commenting on the research, Phil Grier, eCommerce Integration Specialist, Yahoo Small Business says, “Of the 250k shoppers who added at least one item to their cart and didn’t check out, we found that about 17% experienced a warning of some kind. Below, we break down the top warning categories we detected in our study, look at why they happen, and share some tips about how to consider handling them better.

  1. Phone number or email fields were empty. There are two reasons customers leave these fields empty: they overlook it, or they don’t want to give you their personal information.

    But what if they prefer not to give you their phone number or email address? If you don’t absolutely need this information to complete an order, make this field optional”.

Read full research report and advice.

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