March 6, 2012, 11:45 AM

More shoppers were looking to buy online in the fourth quarter

But the percentage able to complete purchases decreased, a study says.

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The percentage of web shoppers intent on making a purchase increased to 22% of site visitors in the fourth quarter of 2011 compared with 16% during the same period in 2010, according to a quarterly report by shopper survey data provider iPerceptions Inc.

However, only 58% of those shoppers said that they were able to complete their purchase, a dip from 60% a year earlier.

That means that online retailers are losing sales they could capture, says Claude Guay, iPerceptions president and CEO.

Among those visitors who said they went to a web site to make a purchase, 34% said they did not complete a transaction because they couldn’t find the product they were looking for and 32% said the product they were looking for—and found—wasn’t available. 18% said the site’s pricing information was unclear, 7% said that product information was lacking, 6% said the shipping policy and final price were undesirable and 4% said they faced a technical issue. (The percentages add up to 101% due to rounding).

“The fact that almost half of buyers were unable to complete their purpose of visit is somewhat alarming,” says Guay.

The report is based on information iPerceptions gathered from 129,564 consumers who visited 97 retail and e-commerce sites that use iPerceptions products.

 

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