Web analytics reveal how online shoppers were more frustrated than ever on Black Friday and Cyber Monday – leading them to stop clicking and head to a bricks-and-mortar shop instead.
According to website analytics tracker Formisimo, over the four-day period including Black Friday and Cyber Monday, less than 25 per cent of people who started buying a product online actually finished the process, with just 20 per cent of mobile users completing the buy.
Reasons quoted for the low conversion rate include a complicated check-out process, one that is too slow or that simply fails, and websites asking for so much information that the shopper gets bored.
Chief executive of Formisimo Al Mackin said: “After all the browsing and searching to find a great deal, you’d be amazed at how many shoppers hate filling in their details in an online checkout – so much so that they go and buy from elsewhere.
“With tempers frayed they’re less patient with processes that ask for too much information, that have errors, or that are simply confusing. On some of the busiest online shopping days of the year online retailers are losing up to 80 per cent of their potential sales right at the end of the buying cycle.”