The Funnel StudyShopping carts and cute baby bunnies
Background As many as 72% of shoppers abandon online shopping carts Behaviorist psychology theory suggests shoppers are increasingly concerned with negative consequences as they get closer to completing checkout Previous research identified “perceived risks” that may impact online shopping, including: difficulty judging product quality online product performance concerns mistrust in delivery misuse of personal information including credit card data loss of time and convenience
Study FocusPrimary question: Are there any cues added during the checkout process that could alleviate customers’ perceived risks?Secondary Question: Which of the cues have the biggest effect on checkout funnel?
Methodology Between-subject, multivariate experiment Seven scenarios, via embedded videos, with specific cues introduced during checkout Videos assigned randomly to the 94 respondents Questions assessed self-reported likelihood to complete transaction, various impressions about the vendor; additional questions focused on online shopping habits and online shopping perceptions
Key Metrics Which video was shown? Assuming the scenario shown in the video is true, which of the following would you do right now? Indicators of perceived risk Impression of the vendor Influence factors: ability to gage product quality, site security, return guarantee, free shipping, etc.
Analysis Basic Frequencies, including Crosstab comparisons of key metrics Various Correlations using Which Video and What Would You Do Now? as criterions. Factor analysis for 5, 7, and 10 factors. Various ANOVA (F) tests of key metrics, and also filtering data by which video was shown.
What would you do? Strongly disagree Disagree Not important Agree Strongly agree undecidedleave the site without completing the transactionsave the shopping cart and return latercontinue shopping and add more to cart before checking out complete this transaction I consider I am not I am not When online concerned concerned purchasing shopping about giving about giving from a less- generally out my out my familiar safe credit card credit card vendor, I information information look for online * online certain signs of security measures before purchasing N = 83
What would you do? complete thisEstimated ship time transaction Live chat continue shopping and add more to cart Satisfaction guar. before checking out3rd party checkouts save the shopping cart and return later Prominent privacy leave the site without Free shipping completing the transaction Control scenario undecided