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Why Cart Abandonment is a Problem Worth Solving
Image Credit  Rick Harris Creative Commons license

Why Cart Abandonment is a Problem Worth Solving

Average order values on carts which are recovered from the brink of abandonment are typically 14.2% higher than purchases that go through without complication, according to data from SaleCycle.

A new infographic from the remarketing group lays out the progress retailers have made in encouraging users to make a purchase once they’ve filled their virtual shopping baskets.

Considering that EU shoppers spent an average of £59 each time they bought online in 2014, according to the Centre for Retail Research, news of a 14.2% uptick for recovered carts may lead to a gain of £8.30 for every purchase saved. 

But it wasn’t all good news for retailers, who placed great emphasis on tackling cart abandonment last year.

A growing issue

Between Q1 2014 - Q1 2015, average order values on recovered carts were up, with the same applying to open rates on emails to address cart abandonment (44.1%) and the revenue attributed to this activity ($8.21).

However, click-throughs on abandonment are down to just a tenth, while only a third of these clicks are leading to a purchase - again, down from last year. 

The release of the infographic comes in the lead up to a SaleCycle presentation on cart abandonment at Performance Marketing Insights: Europe, where the science and theory behind why consumers ditch their purchases will be laid out.

Until then, here is the infographic in full. 

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Richard Towey

Richard Towey

Richard serves as head of content at PerformanceIN. After many years spent covering developments from the automotive, sports, travel and finance sectors, he eventually turned his full attention to reporting on stories from the fast-evolving world of digital marketing. Richard now heads up the editorial team at PerformanceIN: the performance marketing industry's leading publication.  

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