Here’s our latest global cart abandonment data covering April, May and June, with an extra look at email performance stats and on-site conversion.
Some highlights from Q2 2018:
[bctt tweet=”The average global cart abandonment rate for Q2 2018 was 75.4%” username=”@SaleCycle”]
[bctt tweet=”Cart abandonment rates are highest for travel sites (81.8%) and lowest for fashion retailers (71.5%)” username=”@SaleCycle”]
On-Site Optimization Tactics
Boosting conversion rates can be achieved through a range of tactics, but sometimes the right piece of information at the right time can make a big difference.
On-site messaging can provide useful information for customers on stock availability, how close they are to completing checkout, or offer an opportunity for customers to ask any questions.
Progress bars can be used in a number of ways. Often they are used to show customers how many checkout steps are left before they complete a purchase.
They can also be used to convey other information, such as how much more customers need to spend to qualify for extra benefits such as discounts or free shipping.
In the examples below, customers are encouraged to spend a little more to avoid shipping costs. The progress bar is a great visual cue which conveys useful information to shoppers.
During the checkout process, shoppers can still have doubts about a purchase, and can require some further information and reassurance before buying.
By making it easy to get in touch, retailers can offer customers a helping hand at the point where they’re about to make a purchase.
For example, ‘Call Me’ messages can be triggered as a shopper is about to make a purchase, offering to call them if they need any help.
A little assistance in completing checkout forms, or some key information on shipping costs and times can be enough to prevent shoppers from abandoning the purchase.
Live Trends Data
Showing live trends data to shoppers provides them with useful information which can help them to come to a decision, and also adds an element of urgency which can speed up conversions.
For example, if there’s only one pair of shoes left in a customer’s size, then they need to buy quickly to avoid the risk of missing out.
Used well, it provides the shopper with useful data which informs their decision, which is good for the retailer and the customer.
Graham Charlton is Editor in Chief at SaleCycle. He's been covering ecommerce and digital marketing for more than a decade, having previously written reports and articles for Econsultancy. ClickZ, Search Engine Watch and more.