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Tesouro escondido do Ecommerce: Shopping Cart Abandonment

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Shopping is a journey.

And as it the case in many journeys, customer journey in ecommerce also contains many stages, and an accomplished purchase is just one of the very obvious stages in this journey. – com certeza, the favourite one of ecommerce managers.

No entanto, as part of this journey, there is huge bunch which falls into a category where a visitor almost reaches to the end, yet drops off at the final stage, before doing the payment. Basicamente, the visitor here, fails to satisfy the store owner and to become a shopper, and just abandons the cart, and yes, ecommerce folks, end up with another problem to be solved, called abandono de carrinho compras – as part of their other 99 problems.

Neste post, we’ll take a look at how ecommerce companies are handling shopping cart abandonment and generate conversions out of those abandoned visitors.


If you have someone who took some steps towards buying a product/service from you, but somehow dropped off, you implicitly feel the urge to followup, direito?

Bem, according to a study conducted with the top UK and US ecommerce sites, %80 of ecommerce companies do not dare to followup.

Ecommerce in the US and the UK have been growing at more than %10 annualy in the last few years. No entanto, according to a fresh report by eConsultancy.com, globally in 2015, em torno de 4 trillion USDs would be lost due to the cart abandonment alone. With such a striking finding in hand, team at Optilead, a major cart recovery solutions providers based in the UK, surveyed 50 top ecommerce sites in the UK and the US, to see how their strategies differ when it comes to abandoned carts, and to see whether they let their customers to become a part of that giant loss pile of 4 trillion USD or not.

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As part of the test, the team has conducted 3 trials on each of the 100 ecommerce companies (in total 300 abandonment tests) to see how the companies reacted, and here goes the findings:

 

Mais do que %85 of cart abandonments were ignored

This a totally alarming finding. Do 300 tests, Só 42 have received a reaction from the company. %82 of the tests run in the UK ecommerce market were ignored and in the US, this rate was %89.

 

(Só) %22 of the ecommerce companies showed a reaction for cart recovery

As an addition to the response rates for the above mentioned tests, Só 22 out of the 100 top ecommerce companies attempted to recover those abandoned carts.

 

A total of 453,800 USD of abandoned carts was just left ignored

Within the test, 521,000 USD were abandoned in total with 300 tests.

In the US, 194,000 USD of 203,000 USD (em torno de %95) was just ignored. No Reino Unido, 259,000 USD out of 318,000 USD (em torno de %81,4) was ignored.

 

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Calling has never been part of the cart recovery operation

There are many reasons for online shopping cart abandonment like frictions in the checkout process, ambiguous shipping costs, delivery options, payment issues etc. When such issues had been faced, an ecommerce savvy support team could actually just jump into a call and engage with the visitor (or shopper-to-be) to recover the abandoned cart.

Aqui, the timing of the call also matters. Recovering an abandoned cart with a call in the first 15 minutos, é 3 times more likely to do the same with a call just one hour later. Também, through an almost real-time approach, recovering an abandoned cart over the phone is 10 times more effective than email segmentation and targeting.


As it’s the case in many rooms for improvement, the findings and the problem is too obvious to attack, yet there’s still lack of interest from the ecommerce companies.

No entanto, as ecommerce segmentation strategies evolve day by day, and the understanding of ecommerce customer lifecycle matures, we expect to see the ratios and the nominal values of the abandoned cart recovery will also increase.


WATCH OUT! Your visitors might be just abandoning their carts because they find another attractive offer at your competitors! In order to track your competitor prices automatically to offer the best deals online, CADASTRE-SE GRÁTIS PARA PRISYNC!


Para ecommerce fresco dicas e notícias siga-no Twitter/LinkedIn/Facebook.


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  • Indeed this is one resource that’s not sufficiently explored. One of the companies I collaborate with recently accepted to test an abandoned cart strategy and started with one monthly email sent to users with abandoned carts. Not right after they left our website, Mas 1-2 weeks later.

    Open rates were between 23-30%, click-through rates around 6% and sales around 3%. Not the best metrics for sure, but still better than nothing, considering that their products aren’t the most affordable.

    I encourage all e-commerce websites to test this method, and to make sure they give those customers a solid reason to return. It can be something small, like a 5% discount for closing the deal, or a small present that complements the product in their shopping cart.