Self-serving PR becomes hard news for Which?

22 June 2010

"More than half of consumers abandon online purchases due to lengthy and frustrating checkout processes - costing shops £420 million a month. A survey from Moneybookers reports that 63% of Britons find online checkout processes too long and ultimately frustrating.

Rather than put up with poor service, online customers regularly leave sites after they’ve selected their purchase but before they've completed their transaction, meaning that shops lose out."

...so says a "news" story by Consumer Champions™ Which! on their website. It's not a survey by Which! however, but by Moneybookers. What's that headline news again?

"More than half of consumers abandon online purchases - costing shops £420 million a month."

Sweet muscular Jesus, that's over £5 billion a year leaking away because of badly designed websites! It's not like these consumers will simply find another website to buy their goods through, is it? I mean, you'd just do without rather than shop elsewhere.

No hang on, that's not right. In fact that's a fucking absurd suggestion.

"Moneybookers' survey, which included a list of top 20 online shopping websites, found that on the worst sites it can take almost seven minutes and involve 11 different steps to complete a purchase after you’ve selected your item."

Fair enough, that sounds like a pain in the backside. But who are Moneybookers?

"Moneybookers enables any business or consumer with an email address to securely and cost-effectively send and receive payments online – in real-time!"

Just so we're clear, then - a company publishes a survey, the outcome of which would seem to serve the company's own interests - which is then repeated verbatim by a company that has built its reputation on showing no bias or advertising in consumer matters. So why is this on the Which? website again?

TOPICS:   UK News

12 comments

  • Jim
    "It’s not like these consumers will simply find another website to buy their goods through, is it? I mean, you’d just do without rather than shop elsewhere." Err... That's kind of the point the report is trying to make. It's not suggesting people don't spend the money, but rather that particular shops lose out. Your level of surprise at this story seems a bit odd. Would you find it strange if Which reported an AA survey about the need that motorists have for breakdown cover? Of course not. Plus, they're hardly offering an enormous commercial plug to Moneybookers. There's not even a link to their site, FFS. Slow news day? What a shame there aren't any major financial events taking place today for you to really sink your teeth into.
  • jo
    some people abandon shopping carts because the goods are cheaper elsewhere or they were jst window shopping. suggesting its purely down to the website being shoddy is ridiculous. on my website we sell around 1 in 20 shopping carts. its a fact that not everyone buys what they put in the cart. thats online shopping for ya!
  • Fby
    The standard stat is that 70% of carts are abandoned so this sounds on the low side..
  • Mr. B.
    80% of survey statistics are made up.
  • poo p.
    actually, I think you'll find that's 81.34%... Do your homework!!
  • Frog
    Most folk do it to find out the shipping costs
  • (jah) w.
    The "survey" is obviously just a PR piece, but that doesn't negate what they are saying. The amount of times I've tried to buy something on a website only to be told that I need an "account" just to buy an item takes the piss. When it gets to that I usually just close the site and fine somewhere else selling it, or buy in a real shop if I can get a decent price.
  • foxy f.
    The national average for the number of feet people have is less than two.
  • Codify
    Press release churnalism is nothing new, the Daily Mail is full of it on a daily basis
  • Daniel Z.
    Maybe they should be called Witch... Slimy bastards...
  • TeflonMan
    Moneybookers are actually a lot less of a pain than PayPal - and considerably cheaper as well.
  • Nobby
    > The national average for the number of feet people have is less than two. Depends which average you take: mean, median or mode. That takes me back to school.

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