A huge 69 per cent of Black Friday shoppers gave up while trying to bag a bargain online.
Tech start-up Formisimo crunched the numbers and found that frustrated browsers abandoned websites in their droves.
However that was an improvement on the 75 per cent abandonment rate on Black Friday in 2015, and 72 per cent on a typical Friday.
CEO Al Mackin said: “On one of the busiest online shopping days of the year retailers are still losing 69 per cent of customers because of their checkout process.
鈥淭hat鈥檚 a huge amount of money left on the table.鈥�
Consumers find it difficult to complete online checkouts as they are often badly designed and demand that information is entered in a specific way.
Formisimo鈥檚 tech makes checkouts easier to complete, improving the sale conversion figures.
It stores and analyses consumers鈥� behaviour within a website’s online checkout, revealing the pain points in a series of interactive reports along with real time data on what customers are doing within the online form.
The Manchester start-up recently helped a leading cosmetics company achieve a 鈧�5 million sales increase.
“Customers are happy when they find great deals but hate having to fill in an online checkout,鈥� added Mackin.
鈥淲hen you鈥檙e rushing to buy a discounted product on a website you haven鈥檛 visited before you want a seamless checkout experience, and retailers run the risk of losing shoppers because their checkout is confusing, long-winded or broken.
鈥淥ften customers are presented with long-checkouts, with lots of questions.
鈥淭hey鈥檒l be told that they have entered incorrect data, that there鈥檚 an error somewhere or they鈥檒l just be so confused that they leave the site complete, never to return.
鈥淭he retailer can lose out on a customer for the rest of their lifetime.鈥�
Formisimo also found that shoppers on the busiest retail day of the year made more mistakes in the checkout process.