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Copyright © 2008 eWayDirect • All Rights Reserved.• 888.655.0464 • info@eWayDirect.com• www.eWayDirect.com 
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Confronting Website Abandonment andReengagement to Increase CustomerRetentionAn eWayDirect White Paper
December 2008 
 
 
Copyright © 2008 eWayDirect • All Rights Reserved.• 888.655.0464 • info@eWayDirect.com• www.eWayDirect.com 
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Table of Contents:
 
EXECUTIVE SUMMARY................................................................................................................................................................3
 
INTRODUCTION AND BACKGROUND.....................................................................................................................................4
 
THE PROBLEM: WEBSITE ABANDONMENT.........................................................................................................................5
 
THE STRATEGY: POSITIVE REENGAGEMENT...................................................................................................................7
 
THE PROCESS: POSITIVE EMESSAGING...............................................................................................................................9
 
CONCLUSIONS...............................................................................................................................................................................12
 
 
 
Copyright © 2008 eWayDirect • All Rights Reserved.• 888.655.0464 • info@eWayDirect.com• www.eWayDirect.com 
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Executive Summary
 
Website abandonment — customers browsing an ecommerce website, clicking todifferent pages, and then leaving without making a purchase — is a major source of lostrevenue to emarketers. While several technological solutions exist that address theissue of shopping cart abandonment, there seems to be little attention paid to thegreater loss (and bigger opportunity for marketers) occasioned by website abandonmentprior to the prospect placing items in a shopping cart.Understanding why people abandon websites and registration pages and developingways to address their concerns quickly and effectively can help emarketers increaseconversion rates and grow sales. In addition, technology is currently available thatidentifies customers/subscribers who leave a website — whether or not they visit ashopping-cart page — without making a purchase, and enables companies to offer inducements to those customers/prospects to return and complete a transaction.
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