Abandoned carts cost online stores millions of rubles in lost revenue.
Why do customers not make it to the purchase? How to evaluate lost profit? How to return customers and increase sales? Answers, practical recommendations and evaluation of the results of events, assistance in developing a comprehensive strategy for interacting with owners of abandoned carts – in this article.
Alena Biryukova, head of the Progrev Kompleto unit, shared her experience and developments in organizing work with abandoned carts in online stores.
What is an abandoned cart?
The user entered the online store from a search vp facility managers email lists or an advertisement, selected the products and… closed the browser tab. This is an abandoned cart.
Most owners don’t even suspect how many potential buyers leave them without completing the deal: only 30% buy right away!
The remaining 70% pick up the goods but do identify the main competitors not pay. At the same time, 26% – almost as many as buy – place orders for similar goods from competitors.
Average indicators for a medium or large online store:
Image from the author’s archive
These are average values for the entire market, the figures vary executive list from segment to segment. In some places, the long sales cycle plays a role, in other places, the nature of the goods sold.
Looking ahead, we note that the open rate for abandoned cart emails is 44.37%, one of the highest on the market, while the click-through rate is 10.85%.
Segmentation of abandoned carts by industry and market size :
Image from the author’s archive
Why Shoppers Abandon Carts
Any annoying little thing is enough to make a person refuse to buy. The buyer is spoiled by the service and easily leaves the site if his expectations are not met.
Interestingly, the percentage of abandoned carts also differs across platforms . The percentage of abandoned carts by device is shown in the infographic below: