Slow Forms and Security Top Poll of Ecommerce Gripes

Top Quote New Postcode Anywhere survey focuses on causes of cart abandonment. End Quote
  • (1888PressRelease) September 30, 2011 - Concerns about online security, overlong forms and enforced sign-up are the three things most likely to make consumers abandon online purchases, according to a new study by ecommerce software and services specialist Postcode Anywhere.

    One thousand UK consumers were asked to name the top three reasons they might abandon their shopping online. Security concerns topped the poll, with 50% of consumers rating the factor among their top turn-offs.

    Running a close second with 44% of votes was the problem of website forms taking "too long to fill out." Enforced sign-up before checkout was the third highest consumer gripe, with 38% of consumers placing it in their top three reasons for cart abandonment.

    In joint fourth place, with 31%, was having to leave the payment process to work out the final price, along with customers simply deciding they don't like the product after all. Poor design in general got a vote for 23% of those polled.

    Postcode Anywhere's sales and marketing director Phil Rothwell said: "What's clear is that certain things stick in the mind of the consumer. Any ecommerce professional will tell you that clean and effective website design is essential. Most of the issues named touch on design in some way.

    "But for such an important factor, only 23% named a generally poorly-designed website as one of the very top causes of cart abandonment. It is significant, but relative to the other figures it speaks volumes about the quality of web design across the industry as a whole - which most often needs optimisation and refinement rather than reinvention.

    "The second-highest sticking point is clearly a huge irritant to consumers: overlong forms, named by 44% of consumers as a major reason to prematurely cut out of checkout. But it's easy to fix. Only ask for essential information. Break longer forms down into several more manageable steps. And of course, I would recommend using an address auto-fill technology such as Postcode Anywhere.

    "This is where simply making life that much easier for your customers can result in significant rewards for your business. The same principle applies to offering guest checkout, without a lengthy sign-up process. Every customer is only one click away from your website and the buying process has to be fast and smooth.

    "It's also no surprise that security concerns take the top spot. We calculate risk by multiplying the chances of an event occurring by the magnitude of the consequences if it does. So while the huge majority of ecommerce sites are secure and safe, what plays at the back of the mind are the possible consequences of rogue transactions or even identity fraud. Having security and payment validation measures in place, and letting consumers know you have them, is the antidote."

    Postcode Anywhere supplies a range of software and services to make ecommerce more efficient and profitable, and reduce cart abandonment. For more information about Postcode Anywhere, visit the website at

    Media contact for Postcode Anywhere
    Jim Williams - PR Manager
    jim ( @ ) postcodeanywhere dot com
    +44 (0) 1905 888 562
    Press centre at:

    About Postcode Anywhere
    Postcode Anywhere supplies software and services which improve the day-to-day operations of over 8,000 organisations worldwide. Best known as a provider of address auto-fill and verification software, the company offers a range of data-driven services, including route planning, customer profiling and bank account validation. It is now the fastest-growing reseller of Royal Mail's Postcode Address File (PAF®) and the market leader for online address auto-fill. A multi-award-winning organisation, it has also appeared in Deloitte's European fast-growth technology company list for three years running. For more information about Postcode Anywhere, please visit

    Recent Awards and Recognition for Postcode Anywhere
    • Deloitte Technology Fast 500 EMEA 2008/9, 2009/10 & 2010/11
    • Red Herring Top 100 Europe - 2010
    • Best Small IT Supplier of the Year - UK IT Industry Awards (finalist) - 2009
    • Dell Small Business Excellence Award (UK finalist) - 2009
    • Small-Medium Sized Business of the Year (regional finalist) - National Business Awards 2009
    • Orange Best Use of Technology (Midlands) - 2008 National Business Awards
    • Growth Business of the Year - Chamber Awards 2008
    • Small Business of the Year - Chamber Awards 2008
    • Customer Service Team of the Year (finalist) - National Customer Services Awards 2008

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