In the world of Email Lifecycle Marketing, one of the topics often referred to is Basket or Cart Abandonment.With some statistics showing that 72% of baskets get abandoned ( source PFS Web) it's certainly an area where the right strategy in terms of following up that level of interest can pay great dividends.
But where do you start?
Well obviously one of the key areas is doing your homework and understanding what the numbers involved are and what are the causes
- how may abandons do you get?
- what's the value of the baskets being abandoned?
- is it your checkout process that causing a problem? ( See the post from Kissmetrics 40 Checkout Page Strategies to Improve Conversion Rates )
- is the service in terms of delivery an issue? ( See my Logistics and Improving Checkout post)