THE RETAIL BULLETIN - The home of retail news
Lest we forget
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
Interviews
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE
71% of consumers have abandoned online shopping due to complicated web forms: new study

A new study has revealed the extent to which lengthy and complex log-in processes and web forms are driving consumers away from websites.

GENERAL MERCHANDISE

71% of consumers have abandoned online shopping due to complicated web forms: new study

A new study has revealed the extent to which lengthy and complex log-in processes and web forms are driving consumers away from websites.

Research commissioned by identity security specialist Ping Identity found that 80% of consumers had locked themselves out of websites because they could not remember their log-in details.

With nearly a quarter (24%) of respondents saying they had log-ins for up to five websites, an equal number juggled six to ten websites while almost a third (30%) face the logistical feat of remembering log-ins for between 11 and 20 websites. As a result of this ‘password amnesia’, nearly 50% of respondents said they had to re-set a password, with over a fifth (21%) having to do so on a regular basis.

The study also found that 71% of consumers surveyed had abandoned a ‘fill in your details’ form. For 77% of those, entering the details into the form took too long, while 58% left the site because the form was too detailed. Over half of respondents admitted to giving up on a website because the form demanded information they did not have to hand, while almost a fifth were frustrated because the company did not remember their details from their last interaction with them.

Andrew Hindle, director at Ping Identity, said: “With more than half of respondents logging into an online shopping site with a password up to five times a day, this login barrier could cost businesses dearly.

“E-tailers need to make the registration and payment process as seamless as possible for customers – or risk that they will take their custom elsewhere. By deploying systems that centre on a prospective customer’s identity and recognise returning customers to give them quick and easy access, e-tailers can avoid the mass exodus and allow both their businesses and their customers to truly reap the benefits of the web.”

The Retail Bulletin's 3rd Mobile Retailing Summit will feature speakers from John Lewis, EE, Miista, The Body Shop UK, Domino’s Pizza Group, Historic Scotland, IMRG, Economist Intelligence Unit, Star Micronics, Solebery Advisory Ltd., Mobileweb Company. Click here to network and exchange ideas with your peers at this one day, interactive event.

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

The Retail Design Seminar 2018
The Retail Design Seminar 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Seminar 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
AI in Retail Conference 2019
AI in Retail Conference 2019
18 September 2019
Cavendish Conference Center, 22 Duchess Mews, London W1G 9DT
Retail marketing is changing pace rapidly by making communication across all platforms personalised, relevant, efficient, and helpful. AI not only helps shoppers find a perfect product but also pre-empts the shopping behaviour and speeds up payment.
The HR Summit 2019
The HR Summit 2019
Tuesday 8 October 2019
The Cavendish Conference Centre, London W1
The 11th HR Summit 2019, The Cavendish Conference Centre, London W1, 8 October 2019
Fix The Dinosaur Roundtable 2018
Fix The Dinosaur Roundtable 2018
19 October 2018
The Euston Suite, The Hallam, 44 Hallam St, London W1W 6JJ
A Masterclass in IBMi Legacy Issues