In the first 6 months of 2011, the online shopping cart abandonment rate was a staggering 35%. According to Forrester, here are the 5 most common reasons for it:
>> Shipping and handling costs were too high – 44%.
>> They were not ready to purchase the product – 41%.
>> They wanted to compare prices on other sites – 27%.
>> The product price was too high – 25%.
>> They wanted to save the product in the cart for later consideration – 24%.
Source: Response, 2/12, p. 47.