Apr 04

Abandoned Cart Marketing

by in Uncategorized

With so many options of where to buy online it can be difficult to keep consumers purchasing from your site.

Abandoned Cart Marketing is a new type of marketing that has made a major hit in the e commerce world. An abandoned cart occurs when a shopper places something in their online shopping cart and then fails to make a purchase during that visit. Retailers then have the opportunity to email, pop-up, or discount their way back in to your hearts.

Forrester Research found that the industry average abandoned cart rate was just about 50%. That is, fully half of all filled carts never result in a purchase. Approximately 88% of shoppers abandoned shopping carts at one time or another in 2005. Forrester also estimated that in 2005, $33 billion was lost due to abandoned carts.

There were six primary reasons for abandonment:

• Didn’t want to pay shipping costs 57%
• Total cost of purchase was more than expected 48%
• Used the shopping cart for research 41%
• Didn’t want to wait for the product 19%
• Purchased offline instead 18%
• Checkout process was too complicated 15%
• Other reasons: 12%

Source: Forrester Research

Base: North American Web buyers who have abandoned a shopping cart (multiple reasons accepted)

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3 Responses to “Abandoned Cart Marketing”

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