Abandonment is Part of the Shopping Process
Generally speaking, a company should see an abandoned shopping cart as part of the buying process. It is probably just a stepping stone in the ever complex series of actions a consumer has to take before finally making a purchase. It can also be seen as a strong indicator of consumer interest in a product or a brand. The technology that allows retailers collect and leverage online shopping cart data is going to be a worthwhile investment.
Abandoners are Still Great Sales Leads
According to data from SeeWhy, three-fourths of shoppers who have abandoned shopping carts say that they plan to return to the retailer’s website to make a purchase. Online-only retailers often face the disadvantage as they do not have multiple channels to recover the lost sales.
Re-targeting is Effective
If they want, retailers can reduce the rate of shopping cart abandonment and increase conversions. They need to streamline the checkout process and retarget shoppers with emails and calls after they’ve left the website. According to Listrak, initial emails, sent three hours after a consumer abandons a cart, average a 40% open rate and a 20% click-through rate.