We have visited this topic before, but it is certainly worth repeating. A great way to pick up additional shoppers is to understand why shoppers are abandoning their carts before completing a purchase. Of course, in order to understand why people abandon their carts – you must first contact them. Depending on what your cart abandonment rate is – even picking up a small percentage of these abandoned carts could do wonders for your bottom line.
The 7th Annual Merchant Survey released by the E-tailing group recently addressed this ever-growing concern of cart abandonment among E-tailers. Commentary on the E-tailing Groups survey stated that:
- In order “to save the sale, communicate with customers once abandonment has occurred.”
- Only 14% of websites studied sent an email to follow up with those shoppers who abandoned their carts.
- The numbers dwindled even further to only 7% for those retailers that called the cart abandoner.
In order for your business to follow up with shoppers that abandon their shopping cart you will need to have a shopping cart that actually saves the information needed for following up. This information is normally collected when consumers add items to their shopping carts and create a username/password.
I think it’s fair to say that abandoned shopping carts are a goldmine when it comes to lead generation efforts – this is a person that went to your site and made a majority of the steps necessary to make a purchase. Wouldn’t it be a great idea to ensure your shopping cart can keep track of shopping cart abandonment data so your business can get a sales/customer service person involved with following-up to find out why the sale wasn’t completed?