Getting consumers to visit an eCommerce site is a task within itself – retailers spend thousands on e-mail marketing, SEM campaigns, and display advertising in hopes of driving traffic to their eCommerce site. Site designs are practical and finding products is easy, yet the shopping cart abandonment rates are at an all-time high of 72% and are expected to increase in 2012. Consumers are visiting eCommerce sites but are not “pulling the trigger” on purchases, especially when they are new to the site, and combating this behavior is becoming more difficult.
How can retailers deal with rising cart abandonment rates? To find out more information on the topic I sat down with our cart abandonment expert and eCommerce strategist, Doug Mitchell…
What are some current tactics retailers are finding effective in combating cart abandonment?
Re-targeting e-mails are easily the most effective way to curb cart abandonment, but adding a persistent cart to a site (where items remain in the cart after a customer exits the site) is also important. Throughout the site adding a cart icon with the number of items currently in the cart is also a good tactic as it makes consumers aware they have items in their cart, especially if they are returning to the site and may have forgotten about the items.