What Influences on Ecommerce Consumer Checkout Behavior? [Infographic]

This infographic from MarketingProfs offers an in-depth look into the most important factors that influence whether a customer will check out or abandon their cart when shopping online.

Site Speed

  • After waiting 3 seconds, 57% of online consumers will abandon a site.
  • 80% of these consumers will never return.

Ecommerce Design

General Design:

  • 92.6% of people said that visuals are the top influential factor affecting a purchase decision.
  • Products are assessed within 90 seconds and a quick initial judgment is made whether to purchase or not.

Product images and videos:

  • Offering multiple product views and other alternative images led to 58% more web sales.
  • It’s important to have accurate product images: 25% cited ‘product was not what I was expecting’ as main reason for return.
  • 31% bought the product after being influenced by the video.
  • 1 in 2 customers have more confidence in a product after watching an online video.

Attitude towards online product videos according to US internet users (2011 and 2012):

  • More confident when I watch a product video in advance of making a purchase online and therefore less likely to return that product (2012 = 57%; 2011 = 52%)
  • Willing to stay on a website longer because the retailer makes product videos available to me (2012 = 52%; 2011 = 45%)
  • More likely to return to a retailer who integrates videos into their website experience (2012 = 45%; 2011 = 41%)
  • Purchase more products on websites that allow me to learn about products on video (2012 = 44%; 2011 = 37%)

Product Reviews

  • 85% of consumers read online reviews for local businesses before making a purchase.
  • Of those, 79% trust the reviews as much as a personal recommendation.
  • 67% of consumers read 6 reviews or less before they feel they can trust a business enough to make a purchase.

Checkout Abandonment

  • Average checkout abandonment rate = 67.4% (average of 22 different studies).
    Why do shoppers abandon (based on poll of 1,200 online users):
  • 41% = hidden charges at the checkout
  • 29% = having to register before buying
  • 11% = unclear delivery details
  • 10% = lengthy checkout process
  • 8% = phone number not provided on website
  • 1% = other

Checkout process:

  • 5.08 steps is the average length of a checkout process among the top 100 ecommerce sites.
  • Ecommerce checkouts should have no more than 5 steps.
  • 50% of ecommerce websites will ask for the same information twice.

Who abandons their cart:

  • Men are more likely to abandon their cart.
  • 42% of customers are ‘vague’ consumers: those that need more information (from reviews, etc).
  • 42% are ‘cost conscious’ who want to shop around for better prices.
  • 16% are ‘window shoppers’ who have no intention of making a purchase and are just looking.


  • 81% of online retailers assume their newsletter is a must have (i.e. box is pre-checked).
  • 40% of consumers do not want to receive newsletters which is why many hate signing up for an account.
  • 32% of online retailers will not inform their consumers they are automatically being added to the newsletter subscription.

Coupons and Deals

  • In 2014, more than half of US adult internet users will redeem a digital coupon via any device for either online or offline shopping.
  • 57% who used a coupon said that if they had not received the discount, they would not have purchased.
  • Coupons can increase customer satisfaction by 4%.


  • 59% of consumers say they consider shipping costs when making online purchasing decisions.
  • 44% abandon their cart due to high shipping costs.
  • 53% say that low-cost shipping is a reason to switch online retailers.
  • 24% say that same-day delivery is important. 76% say it is not important.

Payment and Security

  • More than 80% of consumers feel safer seeing trustworthy card logos prominently displayed within an online store.
  • 40% of consumers would have more confidence in an online shop that offered more than one payment method.
  • Most popular payment gateways are PayPal (#1), Authorize.net (#2), USA ePay (#3).
  • PayPal processes 60% of total web transactions.