Why Shoppers Abandon Carts And What Merchants Can Do About It

May 29, 2014 Ben Myers

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We’ve all done it: Added an item to an online shopping cart, only to click away from a site and never return. The low-pressure nature of online shopping means that it’s often a multi-stage process that includes research and contemplation on the part of a customer.

Only 20% of retailers are following up shopping cart abandonment with email messaging to encourage conversion.

Bronto logoFor e-commerce marketers, it’s frustrating to have a potential customer so close to converting, only to have them abandon the purchase and potentially never return. That’s lost revenue from a customer who had demonstrated intent to purchase, until something got in the way.

Over time, a customer’s intent will cool. That’s why a timely and tested email reminder can be so effective at turning that intent into a purchase and then into a happy repeat customer. For retailers, it’s inexcusable to let that customer slip through the cracks.

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In 2010, it was estimated that 55% of transactions are lost midway through the conversion process, after an item is added to the shopping cart.

But the most shocking statistic is that only 20% of retailers are following up shopping cart abandonment with email messaging to encourage conversion.

A new white paper from Bronto Software describes the four reasons why customers abandon the shopping cart and then explains the most effective marketing strategies for driving them back to complete the purchase.

Don’t be one of those retailers who assumes that an abandoned cart is destined to mean lost revenue. Read “From Abandon to Conversion: Why Shoppers Abandon Carts and What Merchants Can Do About It” and start recovering valuable customers.

Learn-more-about-why

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