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More on cart abandonment

Posted by Michael Bloch in ecommerce (Wednesday August 26, 2009 )

While you’ll never reduce your shopping cart abandonment rate to zero, there’s certainly a lot you can do to reduce it from the 50 – 60% range that many ecommerce merchants are currently experiencing.

In a post I published in early July, I covered the results of a survey that showed 45 percent of respondents had abandoned their carts multiple times in the three weeks previous to the survey due to a variety of reasons.

I was just reading an article on E-commerce Times quoting Forrester Research data showing as much as 59 percent of online purchases are being abandoned now, up from 47 percent to 53 percent in the past six years.

The sudden spike is largely due to the current financial crisis – people are really starting to stick to budgets and added costs like shipping that are usually added towards the end of a checkout session are enough to send them running.

The article outlines what a couple of retailers are doing to decrease abandonment rates, such as one store that managed to reduce it from 56% to 49% by just reducing the steps in the checkout process and sending out e-mail reminders to folks who had abandoned their cart. The latter idea is a particularly good one, especially if you can throw in some sort of discount or bonus – every dollar counts when it comes to consumers parting with their cash at the moment.

Tight times are by no means the only reason that people abandon shopping carts – I cover a number of scenarios and simple things you can do to mitigate the problem in my article “Minimizing shopping cart abandonment“.


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