To convert percentages into lost money, let’s calculate the cost of abandoned carts for a large online electronics store.
Let’s take the following data:
- 100,000 visitors monthly;
- 5% of them add the product to the cart;
- 10,000 ₽ — average bill;
- 70% abandon baskets.
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It turns out that out of 100,000 * 5% = 5,000 baskets, only 5,000 * (1 – 0.70) = 1,500 baskets worth 1,500 * 10,000 = 150 million ₽ are paid.
Let’s assume that the percentage of abandoned vp safety email lists carts is reduced to 60%. We get: 5000 * (1 – 0.60) = 2000 purchases for 200 million ₽.
It would be plus 50 million or 33% – that’s how much the reduction in the number of abandoned baskets would give.
If the conversion rate of the shopping cart into a purchase basic differences between seo and ppc was 100%, the store would earn 5000*10000 = 500 million ₽ monthly, that is, the total lost profit is 35 million per month or 420 million per year.
Important: Working with abandoned carts is worth the effort.
As proof, we will give an example: an expensive optics store managed to return more than 30% of its customers – this is an additional 5 million rubles per month.
How to Retain Users: Improving Customer Experience
You can reduce the work with abandoned carts, that is, initially increase the number of purchases from the first time, then you will not have to return some of the buyers.
The first thing to start with is the interface, technical implementation of the store and UX (user experience)
The user’s path from entering the site to making a purchase executive list should be smooth and clear.
Adaptive layout or mobile version of the site is no less important than optimization for PC. Usability, speed and adaptability directly affect sales.
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Mobile devices and desktops require different approaches to technical optimization.
Optimization for a computer is:
- Fast loading.
- Logical navigation.
- Purchase in one click or register in one step.
- Easily accessible and convenient basket.
- Correct operation in all popular browsers.