The following comes from: http://www.stores.org/

Very interesting:

More than seven in 10 customers that create an online shopping cart fail to complete a transaction, according to Charles Nicholls, founder and chief strategy officer of SeeWhy.

Why do website visitors abandon shopping carts so frequently? The answers might surprise even some veteran e-commerce executives. Research indicates that it has very little to do with the actual checkout process and a heck of a lot to do with shopper behavior.

A recent Forrester Research study shows that the cost associated with shipping and handling is the No. 1 cause of shopping cart abandonment; some 44 percent of consumers terminate their session when shipping fees are revealed. Nearly as many (41 percent) say they were not ready to purchase the product. Other reasons for shopping cart abandonment included the desire to compare prices on other sites (27 percent), product prices that were higher than they were willing to pay (25 percent) and wanting to save products in the cart for later consideration (24 percent).

Determining what causes shoppers to abandon their online carts solves only part of the problem. E-commerce executives need to figure out what they can do to recover abandoned shopping carts.

Nicholls recommends what he terms “remarketing.”

The key, he says, is to reconnect and “remarket” to the shopper in a way that keeps the store brand top of mind. “What continues to amaze me is that so few currently remarket to their site visitors (fewer than 20 percent, according to a recent survey), despite this being so well proven as a technique in driving sales,” Nicholls says, suggesting that others steal a page from Amazon’s book. “Amazon … is one of the biggest proponents of remarketing, yet it is done so subtly than many don’t realize that they are being remarketed to.”