Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Standard view
Full view
of .
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
De L'abandon à la conversion

De L'abandon à la conversion

Ratings: (0)|Views: 188|Likes:
Published by Benoit Gaillat

More info:

Published by: Benoit Gaillat on Jun 12, 2012
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less





From Abandonto Conversion:
Why Shoppers Abandon Carts andWhat Merchants Can Do About It
From Abandonto Conversion:
Why Shoppers Abandon Carts andWhat Merchants Can Do About It
All online retailers experience shopping cart abandonment. In 2010, Forrester Research andMarketingSherpa reported abandonment rates o 55% and 52% respectively. More recent numbersrom SeeWhy and Fireclick show abandonment rates are now hovering around 72%.In order to combat shopping cart abandonment, it’s important to analyze the shopping experiencerom the moment a shopper adds a product to the cart through purchase completion in order todetermine what post-abandonment marketing tactics can be leveraged to eventually gain theconversion. Covering every ork in the road that could cause customers to abandon their purchaseand automating post-abandonment messages will lead to increased revenue without requiring amajor eort.This white paper will cover:
• Leading reasons for shopping cart abandonment
 - Analysis o carting, purchase process, and post-abandonment emails
• Post-abandonment marketing initiatives
- A strategic approach to post-abandonment email communications
Combating Shopping Cart Abandonment
In 2009, Forrester asked nearly 3,000 web buyers why they abandon online purchases. The top 10reasons can be classied into 4 categories: User Experience, Indecision, Technical Issues and TotalOrder Cost. This white paper explores each o these categories in depth and also shares data rom aBronto study evaluating the carting and purchasing processes o 100 brands and their abandonedcart marketing strategies.
User Experience
Retailers have a tendency to ask or a lot o personal inormation upront which consumers arereluctant to give. While an email address is essential to completing an online purchase, in-storepurchases don’t require personal inormation to be shared.Some people want to shop quickly and eciently; otherwise they are going to abandon. There areseveral roadblocks in the online purchasing process that can rustrate or conuse shoppers and leadthem to abandon their purchases:
Required Registration
Bronto ound that 9% o brands included in our analysis require customers to register orcreate an account in order to complete a purchase. While collecting customer data isimportant and valuable to a marketer, there are many tactics to collect this data post-purchase. Requiring a shopper to create a username, password, and in some cases setpreerences and demographic inormation requires work on the shopper’s part and canmentally take them out o the buying mood. O the 91% o brands not requiring a shopperto register, most provided options to purchase as a guest or create an account allowing theshopper to make the decision about how much time and data they are willing to share.It is also important to consider the sign-in requirement or returning customers. For shopperswho know their usernames and passwords, logging in during a purchase will save them romre-entering their shipping and payment inormation. However, or those who do not remembertheir login inormation, having to go through the steps to send a username reminder andpassword reset email can be laborious and time-consuming. According to Forrester, 14% oshoppers didn’t pay or items because they orgot their usernames and passwords or theirstore accounts created with the merchants.

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->