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The 6 main reasons for Cart Abandonment [#DigitalInsights]

Author's avatar By Susanne Colwyn 28 Jan, 2015
Essential Essential topic

Why do online shoppers abandon their Ecommerce shopping baskets and what can retailers do to re-engage?

What is frustrating American online shoppers and how can businesses minimise shopping cart abandonment, or encourage these buyers to return to their baskets?

Over 1,000 ecommerce online consumer interactions, from Visual Website Optimizer (VWO, a website testing platform company), reveals these frustrations and also the positive drivers to encourage shoppers to purchasing their products post abandonment.

The Ecommerce survey shows the main drivers for consumers abandoning their shopping cart from companies is 1. companies not being transparent about shipping costs and 2. consumers being forced to create a new account.

It's interesting that abandoned shoppers can be converted, as 54% will purchase their 'basket items' if they are contacted with a discount.


Download the full report from VWO.com's site (registration is required) to also find out which social media platforms shoppers are using and how social share influences purchases.

Author's avatar

By Susanne Colwyn

Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.

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