When customers make purchases online, on average 3 out of every 10 that start the... more »
When customers make purchases online, on average 3 out of every 10 that start the shopping cart process go all the way to complete the purchase. Seven out of 10 don’t and abandon the shopping cart. Shopping cart processes require visitors to fill in a form, submit personal details and click buttons. It’s a logical and completely rational process—at least to the ecommerce site.
But most buyers do not make purchases based solely on logic. This is where emotion comes in to play. Emotion is probably the single most important, and least understood, factor which makes the difference between a sale and a shopping cart abandonment.
Last week, I caught up with Patrick Bultema, CEO of CodeBaby, at the Conversion Conference. In the video interview here, I asked him about the ‘moments of truth’ that online visitors have when making purchases and the critical role that emotion plays in many online purchases and shopping cart abandonment. (You can view the interview and find the HTML to embed a link to this content at http://www.screencast.com/t/8NFU3u9myTn.)
I’d love to hear your opinion on what role emotion plays in ecommerce. Please post your thoughts in the comments section of the blog.